广告本土化心理战略（Advertising localization, psychological strategy）.docVIP

广告本土化心理战略（Advertising localization, psychological strategy） Abstract: the rapid development of economic globalization, enterprises are expanding their own target markets, the internationalization of enterprises with the wave of this era is constantly emerging. Each region has its inherent cultural background, consumption habits and other local market factors. A brand must enter the new market development, and have to receive these factors directly or indirectly. Advertising is an important strategic measure to develop new markets. At this point, the localization strategy of advertising constantly impacts the inherent enterprises in the region. With the internationalization enterprises investment in new market as the starting point, this paper analyzes the application of advertising localization psychology strategy, so as to continuously improve the international competitiveness of enterprises. Key words: international enterprises; advertising strategy; localization; consumer psychology Internationalization brand localization refers to the internationalization of multinational enterprises to use the host country resources, integrate into the local cultural tradition, establish a set of adapt to the host country economic environment production system and management mode. The internationalization of transnational business enterprises are integrated advertising strategy to accelerate the brand localization process, the purpose is to make the localization of brand products to meet the needs of the market environment many countries and regions, to meet the various needs, eliminate the differences in different social and economic environment, establish good corporate image. 1, consumer psychological barriers The rapid growth of brand value comes from the corporate culture effect and its high profits. As the market space shrinks, the cost of creating a good brand image is getting higher and higher. Each region has unique consumption habits, the new brand in the inherent ope