International advertising
Global advertising or international advertising consists of collecting, processing, analyzing and interpreting information. There are two main purposes of international advertising research: to assist business executives to make profitable international advertising decisions for their specific products and services and to contribute to general knowledge of international advertising that is potentially useful to a variety of business executives, educators, government policy makers, advertising self-regulatory organizations and others interested in understanding the process and effects international advertising.[1]
Beginnings/makings
In the first 30 years of the 1900s, especially in the prosperous 1920's, increasing numbers of European and US manufactures sold branded consumers or industrial products outside their home countries. Some of them utilized "export advertising agencies". Most such agencies depended primarily on foreign agencies (called affiliate, associate, or correspondent agencies) either to modify domestic campaigns or to initiate entirely new campaigns, whichever was appropriate from their clients' point of view. Export agencies and their foreign affiliates serving international industrial (now called business-to-business) advertisers tended to translate and adapt domestic advertising materials for use abroad. Agencies serving international advertisers of consumer products tended to depend somewhat more on foreign correspondent agencies to develop localized advertising campaigns appropriate for their particular markets.[1]
Between 1930 and the mid-1950s the number of export or international advertising agencies declined. In 1958 in the USA six full-service advertising agencies and a handful of export/international advertising agencies were capable of providing international services for their US clients. These six accounted for more than 90% of all international billings of US agencies. Into the 1960s most exporters and manufactures with foreign subsidiaries necessarily continued to utilize local foreign advertising agency services available in the countries in which they did business. In the 1970s and 1980s many consolidations and mergers led to the emergence of large international media buying organizations and large holding companies consisting of groups of international advertising agencies. From the 1980s onward, advertising practices within domestic advertising agencies in Europe and the USA continued to improve.[1]
Representative brands of China companies and their development status
Following its initial public offering on the New York Stock Exchange, Alibaba Group presented its business development plans and strategic objectives to over 200 institutional investors and analysts. The company outlined long-term goals centred on serving businesses and consumers globally, with a strategy focused on three areas: globalisation, rural commerce, and cloud computing. These objectives were organised across seven core business segments, including finance, logistics, cloud computing, and consumer media, alongside interests in health, sports, and entertainment.[2]
Alibaba claimed that international is not equal in foreign business and factories, is not how much money, but to have international ideas and strategies. Some Chinese enterprises have an international facility, but does not mean they are international, some companies do not have to open a company in a foreign country, it does not mean they are not international. Over the past years Alibaba has accumulated some experience, but also want to accumulate some more experience to Chinese enterprises, so that they are used to dealing with business and the world.
About fake goods and copycat products, Alibaba has its own point of view. Global brands have long been dependent on China and other low-cost manufacturing markets to boost their profit margins. China has the world's largest OEM, but has been the lack of electricity providers such shipping channels. Genuine and fake goods production may be the same plant, their products are not any better than genuine difference, but there is a better price. Brand aspects of intellectual property rights is not a problem, they face a new business model problem.[3]
References
- ↑ 1.0 1.1 1.2 Cheng, Hong (2014-01-21). "Chapter 1". The Handbook of International Advertising Research. John Wiley & Sons. ISBN 9781118378458. Search this book on
- ↑ "马云携全体高管亮相投资者日大会，详解"2.0版"阿里巴巴 - 产品运营 - 创业邦". www.cyzone.cn. Retrieved 2016-12-13.
- ↑ Focus, 聯合報. "馬雲怎麼了 竟說出「假貨品質比正貨好」 | 聯合報 Focus". 聯合報 Focus. Archived from the original on 2016-11-13. Retrieved 2016-12-13. Unknown parameter
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