近代英美烟草公司在华广告本土化战略初探

Native cultural transmission strategy of modern american-britishTobacco company in China

英美烟公司是近代在中国烟草市场垄断多年的外资企业,在近半个世纪的生产经营中,这个公司的产品一直占中国卷烟市场总销售量的50%-80%左右,究其原因,其最突出的一点就是广告传播本土化战略的运用。文章从这一点入手,分析其实施此战略的原因、表现及效果,以期让我们更清楚地看出近代国外资本对中国进行经济掠夺的手段,并对今天我国企业学习西方的广告传播战略有所借鉴。

American- British Tobacco Company is a foreign - funded company which has monopolized china＇ s tobacco market for nearly half a century with a gross coverage of 50% - 80% . In addition to the the special protection owing to the unfair Contract made by the old government of China, its selling strategy particulerly the strategy of native culture transmission also contributes to its successful monopoly. The article analysis the reason, form and effect of this strategy with a view to make it clear tot us to see the means of economic exploitation of modem foreign - funded companyon china as well as to give some implications for our companies to learn from the advertising transmission.