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Cross-Cultural Brand Communication in the Globalization Context: Nestlé Coffee’s Marketing and Communication Strategies in China

In: Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)

Author

Listed:
  • Kailin Wang

    (Qilu University of Technology)

  • Zhen Wu

    (Beijing Normal University - Hong Kong Baptist University United International College)

  • Shihua Lai

    (Beijing Normal University - Hong Kong Baptist University United International College)

  • Dingbang Liang

    (Guangdong University of Foreign Studies)

  • Mingxuan Du

    (The National University of Malaysia)

  • Qianhui Ma

    (Beijing Normal University - Hong Kong Baptist University United International College)

Abstract

With the globalization of the economy, cross-cultural marketing communication has become an inevitable trend in the world. As one of the earliest coffee brands to enter China, Nestlé Coffee has deeply impressed consumers with its high quality and effective brand marketing communication strategies. It has consistently maintained a leading position in the market through its retail channels, providing Chinese consumers with new lifestyles and a source of inspiration, while also aligning with the world. This article adopts a qualitative research approach, specifically the case study method, using Nestlé Coffee as a prime example to investigate the brand’s cross-cultural marketing and communication strategies in China. It aims to examine the brand’s marketing strategies and potential risks in the Chinese market, and also to draw insights that can be applied to cross-cultural brand communication as a whole. The goal is to study Nestlé Coffee’s brand marketing strategies and potential risks in China, providing valuable references for other foreign brands entering the Chinese market.

Suggested Citation

  • Kailin Wang & Zhen Wu & Shihua Lai & Dingbang Liang & Mingxuan Du & Qianhui Ma, 2024. "Cross-Cultural Brand Communication in the Globalization Context: Nestlé Coffee’s Marketing and Communication Strategies in China," Advances in Economics, Business and Management Research, in: Shehnaz Tehseen & Mohd Naseem Niaz Ahmad & Rafia Afroz (ed.), Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), pages 406-413, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-246-0_48
    DOI: 10.2991/978-94-6463-246-0_48
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