• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKI, Google Scholar, Electronic Journals Library, Crossref, Ulrich's Periodicals Directory, MESLibrary, etc.
    • E-mail: joebm.editor@gmail.com
JOEBM 2022 Vol.10(2): 133-139 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.2.687

Cross-Cultural Advertising Marketing Strategies of Multinational Companies — Nike for Example

Xicheng Gao, Jiaxi Han, Ziyi Jin, and Zhiqi Su

Abstract—With the development of economic globalization, the world market has become an inseparable whole. At the same time, with the continuous improvement of residents' income level and the huge potential of Chinese consumers' purchasing power, China has provided the world's potential market for many multinational enterprises, and more and more foreign enterprises have turned their eyes to China market. However, if multinational enterprises want to enter China's market successfully, they cannot do without a successful marketing strategy. As one of the important means of marketing, advertising plays an important role in promotion and publicity. However, due to cultural differences, multinational enterprises often face a complex environment and greater operational risks when marketing in China. Winning the huge Chinese market through advertising marketing is the key content of multinational enterprises to formulate the Chinese market strategy. Through induction and summary, comparative analysis and case analysis, this paper sorts out the relevant theories of cross-cultural advertising marketing of scholars at home and abroad, compares Eastern and Western cultures and analyzes specific advertising marketing cases of Nike brand. Generality is obtained through individuality, and universal law is summarized. Meanwhile, the theoretical blank of advertising research in this narrow research field is filled, and the approaches and methods to reduce the influence of cultural differences on cross-cultural advertising communication are proposed. Finally, we put forward advertising marketing suggestions on China's market for other multinational enterprises.

Index Terms—Cross-cultural advertising, marketing strategies, multinational companies, Nike.

Xicheng Gao is with RDFZ Chaoyang Branch School, China (e-mail: 3489448921@qq.com). Jiaxi Han is a with Hefei University of Technology, China (e-mail: 3325759936@qq.com). Ziyi Jin is with University of the Arts London, England (e-mail: jn2000@163.com). Zhiqi Su is with Guangdong University of Foreign Studies, China (e-mail: gdufs.edu.cn).


Cite:Xicheng Gao, Jiaxi Han, Ziyi Jin, and Zhiqi Su, "Cross-Cultural Advertising Marketing Strategies of Multinational Companies — Nike for Example," Journal of Economics, Business and Management vol. 10, no. 2, pp. 133-139, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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