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名牌是产品的生命,是质量与产品个性化象征的标志,是企业重要的无形财产。发达国家企业打开外销市场无不仰仗自己的品牌,而国际名牌的形成、巩固与知名度的进一步扩大,大都长期和广泛地采用广告手段,因此研究中外广告业的差异性,迅速提高我国出口企业国际广告策略的适应性和针对性,对取得事半功倍的名牌促销效益有重要的价值。本文在对英、美、日、荷等发达国家和地区调研的基础上,试图从七个方面简述中外广告的主要差异,为制定我国外贸企业的国际广告策略献计。
The brand name is the life of the product. It is the symbol of quality and product individualization. It is an important intangible property of the company. The enterprises in developed countries have opened up the export market all relying on their own brands, and the formation, consolidation, and popularity of international brand names have been widely used for a long time and extensively. Therefore, the differences in Chinese and foreign advertising industries have been studied, and the international advertising of Chinese export companies has been rapidly improved. The adaptability and pertinence of the strategy are of great value to the effectiveness of the brand-name promotions that are more effective. Based on the investigations of Britain, the United States, Japan, Holland and other developed countries and regions, this article attempts to outline the main differences between Chinese and foreign advertisements from seven aspects, and to provide suggestions for the formulation of international advertising strategies for China’s foreign trade enterprises.