Research on the International Communication Strategy of Miao Ethnic Clothing Brands in Western Hubei Based on PEST Analysis Model

本研究以鄂西苗族服饰品牌为研究对象，运用PEST分析模型对其国际传播的宏观环境和策略进行探讨。在全球化背景下，作为民族文化的载体，苗族服饰的国际传播对于提升中国文化软实力具有重要的现实意义。研究表明，鄂西苗族服饰拥有三大文化价值，其文化符号承载着民族记忆，其服饰图案体现自强不息的品格，其“天人合一”思想体现自然生态观。基于PEST分析模型对苗族服装品牌国际传播机遇与挑战的分析，即政策红利与地缘政治风险、经济成本压力与消费升级趋势、跨文化认知差异和技术赋能效果，本研究提出了一个“四位一体”的传播策略框架，即依靠政策红利搭建服饰文化对外传播的桥梁，利用数字技术实现精准市场定位，实施可持续发展增强服饰文化认同，利用数字技术打造沉浸式文化体验空间。This study takes the Western Hubei Miao ethnic apparel brands as the research object, and applies the PEST analysis model to explore the macro environment and strategies of their international communication. In the context of globalization, as a carrier of national culture, the international communication of Miao ethnic apparel has important practical significance for enhancing China’s soft power in culture. Research has shown that the apparel of the Western Hubei Miao ethnic people contains three cultural values. Its cultural symbols carry national memories, its apparel patterns reflect the character of self-improvement, and its “unity of heaven and human” concept embodies the philosophy of ecology. Based on the PEST analysis model, this study analyzes the opportunities and challenges of international communication of Miao apparel brands, including policy dividends and geopolitical risks, cost pressures and consumption upgrading trends, cross-cultural cognitive differences and technological empowerment effects. The study proposes a “four-in-one” communication strategy framework, which takes advantage of policy dividends to build bridges for apparel culture communication, uses digital tech to achieve precise market positioning, implements sustainable development missions to enhance apparel culture identity, and combines digital technologies to create an immersive apparel culture experience.