国际品牌的本土化策略

Localization Strategy of International Brand

许多国际品牌在进入中国市场之后,为了让其品牌快速被中国消费者认可和接受,便和中国本土文化相结合,迈开了本土化的步伐。通过分析这些经典案例,总结了国际品牌广告本土化几种主要的表现手法,旨在起到"它山之石,可以攻玉"的作用。

With their entrance to China＇s market, international brands want to let them recognized and accepted quickly by Chinese consumer, and began to integrate with local culture and take the pace of localization. This paper analyzed the classical cases and summed up several methods of international brand localization. The purpose was to provide reference for Chinese enterprises.