Localized Advertising Strategy of Multinational Corporations in Chinese Market

A Study on Chinese-oriented Advertising Strategy of Procter & Gamble

DOI

10.2991/aebmr.k.220603.047How to use a DOI?

Keywords

P&G; Chinese market; Localized advertising; Consumer purchase intention

Abstract

With the development of economic globalization and the Chinese economy, it has become an inevitable trend for multinational companies to explore the Chinese market. During this process, multinational enterprises will unavoidably encounter the challenge of cross-cultural communication. In such circumstances, localization strategy has become an essential means for multinational corporations seeking to achieve globalization, and Procter & Gamble (P&G) has excelled in this area. Therefore, the purpose of this paper was to study how multinational corporations, such as P&G, used localized advertising strategies to develop the Chinese market. Based on a review of previous related literature, this study demonstrated that localized advertising has a positive effect on consumers’ purchase intention. Following that, a SWOT analysis was used to undertake a case study of P&G’s China-oriented advertising strategy. Finally, it came to the conclusion that multinational companies should adopt a Chinese-oriented advertising strategy guided by a unified brand concept that combines Chinese cultural characteristics with product features in terms of advertising positioning, marketing campaigns, and medium placement. This provided multinational corporations with valuable and practical experience in developing the Chinese market.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Yuxin Song
PY  - 2022
DA  - 2022/07/01
TI  - Localized Advertising Strategy of Multinational Corporations in Chinese Market
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 281
EP  - 289
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.047
DO  - 10.2991/aebmr.k.220603.047
ID  - Song2022
ER  -