国际广告传播策略及其影响因素分析  

The Study on International Advertisement Transmission Strategy and Its Influential Factors

作　　者：陈书杰[1] 

机构地区：[1]铜陵学院文学与艺术传媒系,安徽铜陵244000

出　　处：《重庆工商大学学报（社会科学版）》2011年第5期131-135,共5页Journal of Chongqing Technology and Business University：Social Science Edition

基　　金：2010年度铜陵学院院级科研项目(2010tlxy09)

摘　　要：在经济全球化背景下,随着企业跨国营销活动的增多,国际广告传播日益兴盛。国际广告传播面临的一个重要问题就是各国在政治、经济、文化背景等方面的差异化,需要差异化对待,而每个品牌又力求在全球市场上保持一个统一的形象。因此,"全球化思考本土化执行"策略成为多数企业进行国际广告传播的一个选择。而其中全球化及本土化策略的选择又受到广告、产品、目标国差异化程度等多个因素的影响。在进行国际广告传播时,应深入把握这些因素的影响,作为执行"全球化思考本土化执行"策略的依据。Under the background of economic globalization,with the increasing of transnational marketing operations,the international advertising becomes more and more flourishing.A key issue the international advertising faces is the differentiation in political,economic and cultural background of many countries.However,different counties need different advertising strategy,but in the same time companies strive to maintain a unified image in the global market also.Therefore,the strategy of ＂Globally Thought and Locally Carried Out＂ is a choice of most international companies.The choice of globalization or localization is affected by advertisement,products,the degree of difference in target countries and other factors.During the process of international advertisment,we should comprehend the factors＇ effect deeply,as it can be a basis for executing the strategy of ＂Globally Thought and Locally Carried Out＂.

关 键 词：跨国公司 国际广告 “全球化思考 本土化执行”策略 传播 营销 品牌 

分 类 号：F713.8[经济管理—广告]