《优》大学英语term paper模板.docVIP

课程小论文模板： Study on the Advertising Strategies of Multinational Corporations in China: a Cross-cultural Perspective （论文题目） Student: ….. Supervisor: …… Major: ……. Course: College English 4  Abstract An increasing number of multinational corporations turn their attention to Chinese market by recognizing its substantial potential for expansion and profit. In order to occupy an advantageous position in the fierce competition, they are adopting …… Key words: cross-cultural communication, multinationals, advertisement, standardized, localized  1 Introduction Ever since the end of the Second World War, great stride has been taken in world trade over the past 60 years. Thanks to the establishment of some international and regional economic organizations, such as WTO (in 1995), NAFTA (in 1994), EU (in 1992) and APEC (in 1989), economic boundaries between nations gradually faded away. As corporations in different countries realizing the substantial potential for expansion and profit the international markets provide, they are taking the initiative in participating in the international business and turning their attention to foreign markets with the aim to occupy a favorable place in the fierce competition. Especially those in developed countries, where slow population growth, saturated domestic markets, increasing foreign competition inhibit their further development, have already begun to look abroad for new markets and taste the high profit margins on foreign soil, such as BMW, Nestle, Nokia, McDonalds, Nike, Toyota, Coca Cola, Gillette, Samsung, Colgate (Waller, 2002). ……… ……. 5 Conclusion 5.1 Major findings of the study With the emergence of international market, international trade is becoming more and more frequent. International advertising plays an extremely important role in the international business. The standardization versus localization issue has been perplexing the international advertising industry for a long time. To shed light on this di