International Advertising Strategies in China: A Worldwide Survey of Foreign Advertisers
通过全球调查，发现多数在华外国公司采用部分标准化、部分本地化的组合广告策略，策略选择与子公司数量、语言和产品属性本地化的重要性以及中国文化价值观的重视程度相关。
This paper explores how foreign corporations advertise in China. A worldwide survey of foreign advertisers in China, the first such comprehensive survey, was conducted. The study found that a predominant majority of the companies surveyed use the combination strategy, that is, partly standardized and partly localized. Factors that relate to the advertising strategies used in China are the number of subsidiaries, the perceived importance of localizing language and product attributes, and the perceived importance of mostly Chinese cultural values.