Chinese companies advertising strategy for rational choice.docVIP

 PAGE \* MERGEFORMAT 11 Chinese companies advertising strategy for rational choice Advertising strategy selection from a strategic regional markets into the national market is faced with four types of the complex environment of Chinese enterprises made a rational choice. And the advertising of other strategies such as full flowering type than the talk about campaign strategies in this paper has more advantages. First, Chinese companies face four types of ads and complex environment 1, complex and diverse environment of government regulation Chinese companies facing multi-regional advertising specifications, multi-level management, multi-scale law enforcement of the regulatory environment. More than 30 provinces and autonomous regions in mainland China, more than 300 prefecture-level cities and nearly 2,000 county-level cities have their own regulatory departments of government advertising in 1994, the Chinese Government promulgated the only one ‘Advertising Law’ content seems thick pan - and old-fashioned, the remaining is to enact management practices throughout all levels of government and the Interim Provisions. Resulted in law enforcement agencies around the same version of the television or newspaper advertisements examined the differences, and the punishment for the violation advertising standards also vary. Procter amp;amp; Gamble in 2005 around the same ad in the dispute, and the results of different treatments on a direct reflection of this phenomenon. Complex government environment to advertisers in the land deal with the relationship be able to propose a challenge. 2, increasing segmentation of the consumer environment Growing segments of the consumer environment page advertisement for a band trying to conquer the advertisers look rang the alarm. With the advent of the era and the comfortable life 80 years after the child’s grown into China’s consumer groups began to accumulate any division. Network, mobile phone owners the button, ‘corn’, ‘fan