Japanese companies' 20 years of advertising in China

Author: Wang Feng Ni Ning, etc.
Publisher:
Publish Date: 2004-05-01
Features: Through systematic analysis, we have divided the advertising activities of Japanese enterprises in China over more than 20 years into four periods: the exploration period from the late 1970s to the early 1980s, the active period of the 1980s, the balanced period of the 1990s, and the new trends of the 21st century. As supplementary background, we also conducted a rough exploration of Japanese advertising activities in China before the reform and opening-up, and placed an overview of Japan's economic activities in China at the beginning of the book as the macro environmental factors for analyzing each stage of advertising activities. These sections constitute the annual chapters of this book. At the same time, to present a more comprehensive picture of Japanese enterprises' advertising activities in China over more than 20 years, the examination of individual activities is also necessary. Therefore, in the second part of this book, we selected representative Japanese enterprises and their products in industries such as automobiles, cosmetics, home appliances, and electronic products as research subjects, describing and analyzing their advertising activities in China.