品牌的国际化过程也是品牌母国文化与进入国文化冲突的过程。本文在跨文化传播的视角下,分析了国际品牌在文化融合和本土化传播实践方面的经验与不足,认为文化选择是国际品牌在全球语境下的自觉与体悟、品牌文化应是国际品牌传播的核心内容,并在此基础上提出了国际品牌的跨文化传播模式。 The internationalization of the brand is also the process of the conflict between the brand’s home country culture and the country’s entry into the country. From the perspective of intercultural communication, this paper analyzes the experience and shortcomings of international brands in the cultural integration and localization of communication practices. It holds that cultural choice is the self-awareness and understanding of international brands under the global context and that the brand culture should be an international brand communication The core content of this article, and on this basis proposed the international brand intercultural communication mode.