for cross-cultural advertising communication strategy to explore（跨文化广告传播策略探讨）.docVIP

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for cross-cultural advertising communication strategy to explore（跨文化广告传播策略探讨）.doc

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for cross-cultural advertising communication strategy to explore（跨文化广告传播策略探讨）

For cross-cultural advertising communication strategy to explore Abstract: Analysis of the specific cross-cultural advertising communication strategy, and through analysis of Coca-Cola advertising in China instance, that the cross-cultural advertising communication strategy development - a more thorough localization. Paper Keywords: cross-cultural advertising; communication, strategy General cross-cultural advertising communication business is transnational business operation as a global multinational companies operating within the context of its advertising strategy often requires the deployment of a unified and global perspective, but at the same time, multinational companies is In many host countries with different cultural backgrounds to expand their business, which requires its advertising strategy must take into account the differences between different cultures. In general, the effective global cross-cultural advertising communication strategy there are three kinds, namely, ‘standard’ ‘ localization ‘and’ standardization creative, localized implementation. ‘ A standardization strategy Standardization strategy is the same the same brand name (logo), the same packaging and the same advertising campaign, etc. to different countries and different regions to extend the expansion of a brand management strategy standardization strategy is based on the commonality of human factors and global convergence, reflecting the common market countries. 1,1 The advantages of standardization First, the production and distribution to achieve economies of scale standardization on the premise that advertising standardization of products, that is the same in the world market, production and sales of products, which no longer need to design for different needs of different products, the establishment of different production line, take a different distribution methods. for standardized products to meet consumer advertising common, making the production and sa