本文采用深度访谈的研究方法,对80名在华外国人关于中国品牌的认知及对外传播 做了深度访谈。访谈中发现,品牌跨文化传播是品牌与受众之间建立关系、传递意义的 过程,在华外国人作为中国品牌跨文化传播的“桥梁人群”是化解隔阂的关键环节,他 们接受中国文化背景下的品牌信息,转码后再面向国外受众传播,把“信息流”转换成 “影响流”,对国外受众的中国品牌认知起至关重要的重塑作用,是中国品牌跨文化传 播中的“意见领袖”。在华外国人有着跨文化的身份,通过直接和间接的体验,了解东 道国的文化,同时他们也没有抛弃既有的立场和观点,对于需要高度文化认同的东道国 的品牌广告并不认可;他们以“真实、即时、交互的品牌体验”替代了“间接的、外在 的、符号化的品牌体验”。

The thesis, which adopts the research method of in-depth interview, conducted in- depth interviews with 80 foreigners in China about the cognition and external transmission on Chinese brands. The interviews found that cross-cultural communication of brands is the process of establishing relationship and conveying meaning between enterprises and audiences. Foreigners in China, act as the bridge of Chinese brands cross-cultural communication, are the key links of resolving cultural barriers. They accept brand information under the Chinese cultural background, and then transmit it to foreign audience abroad, converting “information flow” to “influence flow”. They are “opinion leaders” in cross-cultural communication of Chinese brands, who play vital important roles in reshaping foreign audiences’ cognition on Chinese brands. Thanks to their cross-cultural identity, foreigners in China could understand the culture of host country through direct and indirect experience. In the meantime, they do not abandon their existing position and view. Namely, they do not approve the brand advertisements of host country, which admire high cultural identification. Their “authentic, immediate, interactive brand experience” take the place of “indirect, external, symbolic brand experience”.