Research Of Localization Strategy In Advertising Cross-cultural Communication

Since1978, China’s reform and open policy allows Chinese enterprises to go to abroad to do business, the overseas investment of Chinese enterprises has gone through30years. In these thirty years, Chinese enterprises have gotten good results through them own exploration and learned from foreign enterprises, by now China already had Haier, TCL, Jianlibao, Galanz and so on Multinational corporations, but looked from the entire economic development of the global market, Chinese enterprises actually at the obvious inferiority position. The main reason is of Chinese enterprises go to abroad’s time is very short, they still at an early stage. In the process of intercultural communication and exchange, because various countries and various people have different living habit, language, custom, moral and legal, these differences will lead barriers and contradictions, and the result is made our produces can not really be into the foreign markets. At the same time, we found some well-known foreign multinational corporations occupied the Chinese markets by catering to the needs of our consumers and to the advertising strategies of localization, they produced a great impact on Chinese enterprises. Faced with this situation, there has the very practical significance to research the shortages and strategies of Chinese corporations’ intercultural advertising communication, which can make Chinese enterprises achieve rapid development and improvement in international markets.The full text takes intercultural advertising communication theory as a foundation, takes Coca-Cola for example, analysis Coca-Cola has used different advertising strategies in different stages, then combines the theory and practice to explore Coca-Cola how to use these different advertising strategies and the reasons of gain successful in intercultural advertising communication. On the basis of understanding the advertising strategies of Coca-Cola in Chinese markets, we can find Chinese enterprises’present situation and shortages, and put forward the strategies to Chinese enterprises in cross-cultural advertising communication:Select the appropriate product names, Avoid local policies and regulations, Understand the target audiences’ cultures and use them reasonably, To adapt to the target audiences’ education, The integrate of "strange" and "localization", the use of local dialects, The reasonable use of agenda setting theory, The use of unique selling proposition, these have practical significance to Chinese enterprises in intercultural advertising communication.