世界经济一体化的深入发展,中国市场内的国际商品越来越多,消费者在琳琅满目的品牌面前选择众多,广告成了众商家使其产品进入消费者头脑的快捷途径。然而,中国消费者有着自己的消费习惯和文化心态,与一些国际品牌的母国文化完全不同。如何适应中国的消费群的需求以推广自己的产品、树立自己的品牌形象,是国际品牌在广告策略中首要考虑的问题,本土化策略则是他们的首要选择。 With the deepening economic integration in the world, more and more international goods are available in the Chinese market. Consumers have many choices in front of an array of brands. Advertising has become a quick and easy way for public businesses to get their products into the minds of consumers. However, Chinese consumers have their own spending habits and cultural mentality, totally different from the home culture of some international brands. How to adapt to the needs of China’s consumer base to promote their products and establish their own brand image is the primary consideration of international brands in advertising strategy. Localization strategy is their primary choice.