经济全球化给世界各国带来了发展机遇,每个国家都设定了国际化战略以更好地融入世界经济,充分利用经济全球化所带来的发展机遇。在成为世界制造中心后,中国需要打造一流的世界品牌,品牌全球化也是我国企业参与国际竞争的必然。本文从品牌谈起,探讨其沟通的重要性以及沟通过程中的跨文化交际因素和对策。 Economic globalization has brought development opportunities to all countries in the world. Each country has set its own international strategy to better integrate itself into the world economy and make full use of the opportunities for development brought about by economic globalization. After becoming a manufacturing center in the world, China needs to create a first-class world brand. Brand globalization is also an inevitable part for Chinese enterprises to participate in international competition. This article starts with the brand, discusses the importance of communication and intercultural communication factors and countermeasures in the communication process.