可口可乐在华广告策略调研报告材料.docVIP

文档 可口可乐在华本土化广告策略调研报告 制作人：赵迪 单 位：华东理工大学广告140 时 间：2016年4月26日  目录 摘要················································3 研究背景及目的······································3 可口可乐在华广告策略································4 3.1跨国公司的中国本土化······························4 3.2在华本土化策略的实施······························5 3.2.1产品名称和口号本土化··························5 3.2.2广告代言人本土化······························6 3.2.3广告诉求点本土化······························6 3.2.4赞助大型活动本土化····························7 可口可乐在华广告效果·································8 4.1可口可乐重视对中国元素的运用·····················8 4.2可口可乐对中国社会问题的关注······