近代外国在华企业促销本土化分析——以英美烟公司为例

A case of British American Tobacco

英美烟公司在华企业在促销方面实现了全面的本土化,包括广告促销本土化、作为促销手段的电影内容本土化、品牌本土化、利用中国传统节日促销四个方面。英美烟公司在华企业促销本土化是其在华取得良好销售业绩的重要条件。

British American Tobacco realized localization overall in promotion, including advertising, content of films, class brand and making use of Chinese traditional festival. It's very important for British American Tobacco to get great track record in marketing in China.