【作者】 张韬；

【导师】 何伟俊；

【作者基本信息】 暨南大学 ， 企业管理， 2002， 硕士

【摘要】 本文以跨国公司在中国市场的广告策略为研究对象，从跨文化传播的角度出发，分析跨国公司在全球营销战略指导下广告传播的特点，探讨其在中国实施标准化广告策略和本土化广告策略的理论依据以及存在的不足，并在此基础上结合著名跨国公司在华的典型广告案例，深入剖析了跨国公司在中国市场这一特定环境下如何对全球标准化广告和本土化广告进行选择和糅合的要诀，从而透视其广告传播意识和市场营销理念，以期为已经进入和即将进入中国市场的跨国公司更好地参与市场竞争提供参考依据，也为走出国门从事跨国经营的中国本土企业提供借鉴范本。更多还原

【Abstract】 This thesis focuses on the advertising strategies of multinational corporations in China market. It first from the angle of cross-cultural communication analyzes the characteristics of advertising of multinational corporations aligned with the global marketing strategy, and then explores the necessity, suitability and disadvantages of standardized and localized advertising strategies in China, based on which with classic advertising case studies of some famous multinational corporations, analyzes in depth how multinational corporations should choose between global standardized advertising and localized advertising or integrate both of them, and thus reach a perspective on their advertising and communication conscience and marketing concept. Hopefully, this thesis will be able to provide some reference for the corporations that enter China market as well as the Chinese corporations that step out of China and participate in international business, assisting them performing better in the competition.更多还原