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一、广告在经济全球化中的作用全球经济一体化进程的加快,将中国企业推向一个竞争更激烈、形势更严峻、空间更广阔的国际市场。要想顺利地进入这一市场并开展有效的营销,广告的作用不可忽视。因为任何一个成功的企业,如果离开了广告的有效传播,其形象的塑造和品牌的树立也就成了一句空话。开展国际市场营销尤其如此。试想如果没有广告这一有效的营销手段进行准确的信息传播:麦当劳金色拱门的标志、万宝路粗犷牛仔的形象、耐克那简洁而独特的线条等等,只怕也只能是“养在深闺人未识”。是广告为这些产品打开了通向国际市场的大门,使其成为国际知名品牌。面对全球经济一体化的挑战,中国企业既要正视外国企业大手笔的广告投入抢占国内市场,又要抓住机会走向国际市场,重视并利用广告成为企业营销战略中的主体内容。
I. The Role of Advertising in Economic Globalization The acceleration of global economic integration has pushed Chinese enterprises into an increasingly competitive international market with even more severe conditions and broader space. In order to successfully enter this market and carry out effective marketing, the role of advertising can not be ignored. Because any successful business, if left the effective dissemination of advertising, the image of the shape and brand building has become an empty talk. This is especially true for international marketing. Imagine if there is no advertising this effective means of marketing accurate information dissemination: McDonald’s golden arches logo, Marlboro rough cowboy’s image, Nike that simple and unique lines and so on, I’m afraid it can only be “raised in purdah knowledge”. It is advertising that opens the door to international markets for these products, making them an internationally recognized brand. Faced with the challenge of global economic integration, Chinese enterprises should not only seize the generous advertising investment of foreign enterprises to seize the domestic market, but also seize the opportunity to go to the international market, and pay attention to and use of advertising as the main content of corporate marketing strategy.