2020年以来，在新冠疫情的冲击下，众多国际奢侈品牌关闭实体门店，全球奢侈品行业迎来至暗时刻，只有中国成为这一市场中唯一的“正增长”国家。中国奢侈品消费水平不断上升的同时，各大品牌纷纷被曝存在辱华、歧视、区别对待中国消费者的现象，可见尽管大多数品牌以本土化策略为标榜进行战略布局，但在实际实行中并没有真正深入了解东道国的本土文化，而是仍然以自我为中心进行跨文化传播活动。本文基于企业运营国际化与跨国品牌文化传播，针对国际奢侈品牌在跨文化管理上的现状以及存在的主要问题展开分析，得出目前国际奢侈品牌存在着思维差异、西方刻板印象、制度文化冲突、社交媒体管理未达水平、文化融合主动性不足等问题，并结合文化增殖方式、文化维度理论、人才培养方法提出解决路径，以期为中国奢侈品牌走出国门与走向国际化提供一定的借鉴价值。

关键词：奢侈品牌、跨文化传播、文化冲突、文化维度理论、文化融合

Since 2020, many international luxury brands have closed brick-and-mortar stores in the face of COVID-19. The global luxury industry has reached a dark moment with only China becoming the only “positive growth” country in the market. While China's luxury consumption level is rising, major brands have been exposed to the phenomenon of insulting and discrimination against Chinese consumers. Although most brands apply localization strategy as a strategic layout, they did not really understand the host country's local culture and still carry out self-centered cross-cultural communication activities. Based on the enterprise operations and the spread of transnational brand culture, this paper analyzes the current situation and major problems of international luxury brands in cross-cultural management and concludes that there are currently problems such as thinking differences, western stereotypes, institutional cultural conflicts, inadequate social media management, and lack of initiative of cultural integration. The solution paths are proposed based on cultural proliferation methods, cultural dimension theory and personnel training methods to provide some reference value for Chinese luxury brands to go abroad and go international.

Keywords: Luxury Brands, Cross-cultural Communication, Cultural Conflict, Cultural Dimension Theory, Cultural Integration