Foreign Banks In China Brand Localization Research

Brand localization strategy is a powerful means of multinational companies controlling China’s market, one of China’s multinational companies is an important part of market localization strategy. Multinational companies in the product, spread, brand construction, distribution channels, social relations and so on many convenient implemented localization strategy, and it also get good grades. Since China joined the WTO, the world500strong basically has to enter the Chinese market, the situation of competition will be more intense, the degree of localization of multinational corporations in the Chinese market will be growing.As China’s market increasingly open, the economic and financial dependency are also gradually improve, citibank, HSBC, standard chartered and other international entry, our country banking industry will be more competitive, for the modern financial enterprise, the enterprise image and brand is the most precious wealth, its brand image and brand strategy is the survival and development of important strategic in China bank.This article is divided into four chapters. First chapter is introduction, mainly elaborated the paper research purpose and significance, research methods and research content, as well as at home and abroad about the research status of foreign Banks in China the brand localization. The second chapter mainly elaborates the related theory about brand, including the brand, brand development strategy and the related theory system, basic determine the research scope of this article, build multinational companies in China brand localization development strategy system. The third chapter, by HSBC as a case, from HSBC bank in the Chinese market development present situation, from advertising, public relations, localized to specific product, service, network in the HSBC in China’s localization strategy system, brand localization strategy research for foreign Banks in China to the specific and typical case studies. The fourth chapter, the main localization performance of the reflection on the domestic Banks, with bank of China international performance as the breakthrough point, analyzes the domestic Banks in the cross-cultural communication had experienced difficulties and problems in the process of expectation on domestic Banks in intercultural communication to have a constructive suggestion.