Localization of European Car Companies in the Chinese Market

Track: Localization for Asia | LA7 |
同声传译 – Simultaneous Interpretation
Wednesday, April 15, 2015, 12:00pm – 12:45pm
Held in: Paris Ballroom
Tamara Fruehsorger - University of Vienna
Host: Dirk Meyer

In this presentation we will evaluate localization through the advertising of advanced European car companies, such as Audi, BMW and Mercedes, on the Chinese market. The content analyses sampling performed in Germany and China about car ads from 2002 to 2013 compares Chinese with German advertising colors to examine the localization strategy. Furthermore, the findings of the survey methodology demonstrate respondents’ opinions about the ad colors for the car. To summarize, the findings are the comparison of ad colors in Germany and in China for the same product through a table showing the influence on the sales numbers and the confrontation between existing and proposed ad colors.