Analysis Of Advertising Strategies Of Foreign Enterprises In China And Enlightenment

With its rapid and steady economic development, and the vast marketpotential, China has become an attractive challenge for numerous companieswho see great opportunities on this relatively new market. And China iswitnessing increasing presence and involvement of multinational companies.Advertising, as an important tool of marketing mix, is of great significance tothe marketing strategies of multinational companies in China. Note thatadvertising reflects certain culture in the world of diversified cultures, andcultural issues often affect advertising effectiveness as well as consumers.What are the advertising strategies foreign multinationals adopt in China? Is itpossible to persuade Chinese consumers with the same advertisement used inother countries? Will they respond favorably? Or should the message becustomized to reflect the local culture? These questions are among the mostfundamental decisions when companies plan an advertising campaign inChina. Meanwhile, more and more Chinese enterprises are rising and they arebound to conduct advertising campaign in different cultures. What are thecultural differences between China and the West? How to overcome thecultural barriers? What can we learn from the advertising strategies foreignmultinationals adopt in China? These are the questions both foreign andChinese enterprises concern.In this thesis, the author elaborates her view with both the knowledge ofMarketing and Cross-Cultural communication with the hope that the study ofadvertising strategies of foreign multinational companies in China and thecultural differences between China and the west will provide someenlightenment to China's enterprises.This thesis presents an analytical study of the advertising strategies offoreign multinational companies in China. The qualitative approach andanalytic approach are adopted in the studying process. And many examplesare enumerated for the analysis.