The Strategy Of International 4A Advertising Companies Entering The Mainland China

From May 16, 1986 the first joint-venture advertising companies advertising companies in China Yang Xinhua registered in Beijing since the establishment of multinational advertising companies in China has exceeded 20 years. This is more than 20 years, the international 4A advertising companies for their international or domestic customers have shaped the numerous well-known brand, the international 4A advertising company brand itself as the development of customers in China and the growing prosperity of a foothold.International 4A advertising companies expanding in China, in addition to the company by the International 4A brings years of advertising experience in a mature and powerful mode of operation other than power, its own marketing strategy the company is also a very important factor. After entering the Chinese mainland, international 4A advertising company what strategy to adopt in China to obtain a wide range of well-known, won a member of academia and industry respected, successful establishment of the company's own brand, it is hoped that this study addressed.Through case studies and literature analysis, selected, including Saatchi & Saatchi , Ogilvy & Mather (O & M), J. Walter Thompson advertising agency (JWT), BBDO, Dentsu), Leo Burnett advertising agency (Leo Burnett), Publicis Advertising (Pulicis), Euro RSCG lean (Euro RSCG), McCann-Erickson Guangming (McCann), FCB Advertising (FCB), including the current row in China 10 former international 4A advertising company for a typical case, its in the "Modern Advertising" magazine in an analysis of the relevant literature, study after their entry into the Chinese mainland have taken: for the services industry to provide reference and guidance , in the experts to establish the image of clients; for the advertising industry practice and operating guidelines for the provision of methodology; standard of creative and innovative methods to guide the development; ads marketing the results of theoretical research and dissemination; shaping corporate image spokesmen; cooperation with the education and training personnel advertising and to develop standards for advertising professionals; case referral, and the well-known customers such as win-win strategy. On this basis, the author Tony Blair by the application of the theory developed from the 4P Marketing 4E theory, these strategies were summarized into the international 4A advertising company to enter the Chinese mainland "experience - Everyplace - Exchange -Evangelism -- Relying on the international context, the implementation of localization "model. Finally, on the basis of the local advertising companies, to put forward its own strategy for the operation and development of proposals for the development of China's advertising industry to provide a reference.