Study On The International Advertisement Strategy Of "Globally Thought And Locally Carried Out" Of Multinational Corporations

The international advertisement has appeared and developed along with the international marketing development. Under the background of economic globalization, more and more enterprises start to go out, carrying on the transnational operations, so the advertisement as a key step of international marketing also becomes more important. International advertisement has much difference with domestic advertisement. What international advertisement faces is a global market in witch both similar and difference coexist. The swift development of the communication and transportation makes the world go to integration, but the difference in culture between zones is also an objective fact. How to guarantee unified image of brand in international market and also stride across culture barriers is the difficult problem which the future international advertisement dissemination will face. Therefore, the research of international advertisement's strategy has the important meaning.In order to set up the whole world unified brand image of enterprise or product, saves the manufacture cost and strengthen the management, the advertiser tends to choose the global standard advertisement plan. However, the differences in politics, economic and culture in goal country market makes the standard advertisement plan often invalid in many situations, so the plan must be adjusted aiming at the different audiences. Therefore, the strategy of"globally thought and locally carried out"becomes the majority enterprise's best choice, namely under the unification instruction, at the right moment advertiser must adjust the creativity and the manifestation in view of the different target market's objective situation.This paper takes the strategy of"globally thought and locally carried out"as the object of study, and altogether divides into five chapters. The first chapter is introduction, proposing the research background, the goal, the significance, the research method, the content and so on. The second chapter introduces the international advertisement's definition, its appearance and development, and its important position in the international marketing, in order to explain how important the research of international advertisement strategy is. Before then the paper introduces the discussion about international advertisement strategy, namely the about standardization and localization argument. The third chapter and the forth chapter are the key of the article, witch mainly analyzes and discusses the strategy of"globally thought and locally carried out". In the third chapter, the strategy is analyzed in microscopic, including the strategy's definition, the reason of its appearance, its implementation and so on, in order to make a clear comprehensive understanding of the strategy. In the third chapter, the strategy is analyzed in macroscopic, including the actual state of the strategy, the opportunity and challenge. The fifth chapter analyzes two world-famous multinational corporations how to implement the strategy successfully in the international market to made the theory and the actual union. Finally, this paper will put forward some suggestion for our enterprises in country.