Research On The Localization Of Multinational Advertising Company In Recent Ten Years

Economic globalization promotes the globalization of advertising. After the reform and opening up, multinational advertising companies enter China. To adapt to China’s economic environment, political environment, cultural and demographic environment, they gradually develop a more practical and more suitable for localization advertising communication strategy for localization. In 2001 China joined the WTO, since multinational advertising group in China has accelerated the pace of development, encroachment by local client resources, a lot of other ways to buy media quickly completed the expansion of the layout of the advertising market in China. The article tries to collect the data and information of multinational advertising companies in China’s development from 2003 to 2012 year, showing multinational advertising companies this decade in China’s development process, combing their development context, summarizes the localization strategy and tactics in its use and analyze the influence on Chinese advertising industry multinationals, on this basis to predict the future development trend of China’s advertising industry in the localization process.