Abstract:Nowadays, with the development of the economy, globalization is becoming the main trend. In order to occupy an international market share, many companies have averted their eyes from the domestic market to the other countries. Due to the diversity of the culture, the influences caused by it should be taken into consideration when a multinational company enters another country. What the company should do is to adapt itself to the local culture so that the products could be accepted and understood by the locals. This paper focuses on how Coca-Cola adopts the localization strategies and becomes the leading brand of Chinese beverage market. At first, the paper introduces the present situation, development and the advantages of localized Coca-Cola advertisements. Furthermore, the paper analyses in detail how Coca-Cola wins consumers’ recognition and becomes one of the most popular beverages in Chinese market. The study for this issue could provide us reference that may help us to promote our brands to go aboard and be good for the development of our advertisement industry.
Key words: Coca-Cola; advertisement; localization; strategy
摘要:随着经济全球化的趋势，许多品牌公司都看准了国外市场。由于文化差异性,当产品进入国外市场时就应该考虑文化差异对产品广告带来的影响,只有融入当地文化的广告才能最大限度地被人们理解和接受,也才能有机会占有一定的国际市场份额。本文主要分析了可口可乐这个国际品牌如何通过广告本土化的策略牢牢立足于中国饮料市场。首先介绍了可口可乐广告本土化历程、现状及其优势，然后详细分析了可口可乐如何通过广告本土化策略赢得消费者的认可并成为中国市场上是最受欢迎的饮料之一。对此课题的研究有利于我国同类国产通过借鉴可口可乐的成功广告策略，走出国门，走向世界；也有利于顺应广告业国际化的趋势。
关键字：可口可乐；广告；本土化；策略
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