The Study About The Localization Of Dentsu Company Among The Chinese Advertising Agencies(from 1979 To 2016)

The globalization of economy is the trend that the whole world follows. China’s reform and opening up to the global market, had brought favorable economic development environment to PRC, which further stimulated Japanese international advertising companies to adhere to Chinese advertising market with great optimism, being that a great potential lies in the emerging market that rapidly expands.In order to understand problems that Japanese multinational advertising agency DENTSU encountered in the course of localization and indigenization after entering mainland China. The main purpose of writing this article is to sum up the past activities, to show the process of localization, and all the advantages and disadvantages it had on its journey to enter the Chinese market.Japanese advertising company Dentsu not only was the first to enter the Chinese market, it also stands as the world’s largest advertising agency as well as the one of the world’s five largest communications group. Thus, the study of Japanese advertising company Dentsu’s Localization in China has become the best option.Henceforth, this article on the development process of Dentsu’s entering into China is devised into three phases, and also contains comprehensive analysis of Japan’s Dentsu entering process into China. It clearly shows the development process at the same time it summarizes the characteristics of each stage of the localization.Secondly, this paper presents analysis status of the localization problems that Dentsu advertising agency encountered. The last part is a Review of the Dentsu localization development process in China and shows a summary of the advantages and disadvantages of localization process.