A Study On Standardized And Localized Advertising Strategies Of Multinational Corporations In China

This thesis focuses on the advertising strategies of multinational corporations in China market. It first from the angle of cross-cultural communication analyzes the characteristics of advertising of multinational corporations aligned with the global marketing strategy, and then explores the necessity, suitability and disadvantages of standardized and localized advertising strategies in China, based on which with classic advertising case studies of some famous multinational corporations, analyzes in depth how multinational corporations should choose between global standardized advertising and localized advertising or integrate both of them, and thus reach a perspective on their advertising and communication conscience and marketing concept. Hopefully, this thesis will be able to provide some reference for the corporations that enter China market as well as the Chinese corporations that step out of China and participate in international business, assisting them performing better in the competition.