| Ⅰ. Introduction | 第10-22页 |
| 1. The Definition of Advertising | 第10-11页 |
| 2. Classifications of Advertising | 第11-12页 |
| 3. The Role of Advertising in Marketing | 第12-15页 |
| 4. Different Opinions on Advertising | 第15-16页 |
| 5. The Significance of the Present Study | 第16-17页 |
| 6. The Objectives of the Present Study | 第17-18页 |
| 7. Research Methodology and Procedure | 第18页 |
| 8. Literature Review | 第18-22页 |
| Ⅱ. A Study on Advertising Strategies of Multinational Enterprises in China –From a Cultural perspective | 第22-33页 |
| 1. The Definition of Culture | 第22-23页 |
| 2. Cultural Properties of Advertising | 第23-24页 |
| 3. Hofstede’s Dimensions of Culture | 第24-29页 |
| 1). Individualism/Collectivism | 第24-25页 |
| 2). Power Distance | 第25-27页 |
| 3). Long-term/Short-term Orientation | 第27-28页 |
| 4). Uncertainty Avoidance | 第28页 |
| 5). Masculinity/Femininity | 第28-29页 |
| 4. Edward Hall’s High-Context VS. Low-Context Dimension | 第29-30页 |
| 5. Case Study: KFC’s Advertising Strategy in China | 第30-33页 |
| Ⅲ. A Study on Advertising Strategies of Multinational Enterprises in China –From a Strategic Perspective | 第33-50页 |
| 1. Multinational Enterprises in China and Their Advertising Activities | 第33-37页 |
| 1) The Development of Multinational Enterprises in China | 第33-35页 |
| 2) Advertising of Multinational Enterprises as Part of Their Brand Strategy in China | 第35-37页 |
| 2. Advertising strategy alternatives of multinational enterprises in China | 第37-45页 |
| 1). Theoretical Background | 第37-39页 |
| 2). Standardization Strategy | 第39-42页 |
| 3). Localization Strategy | 第42-45页 |
| 4). Glocalization Strategy | 第45页 |
| 3. Localization Strategy of Multinational Enterprises in China | 第45-48页 |
| 4. Approaches of Advertising Localization in China of foreign Multinational Enterprises | 第48-50页 |
| Ⅳ. Enlightenment to the Advertising Strategies of China’s Enterprises | 第50-59页 |
| 1. Enlightenment to China’s Enterprises on Domestic Advertising in Face of Foreign Multinationals' Advertising Campaigns | 第51-56页 |
| 1) Encompass Advertisement Elements that are Appreciated by Chinese Customers | 第52-55页 |
| 2) Arouse the Cultural Identification of Chinese Consumers with Chinese Enterprises and Products, but avoid explicit Nationalism | 第55页 |
| 3) Incorporate Advertising Strategies for both Cities and the Countryside | 第55-56页 |
| 2. Enlightenment to China’s Enterprises on International Advertising | 第56-59页 |
| 1) Refrain from Self-reference Criterion | 第56-57页 |
| 2) Project Modern and International Taste | 第57-58页 |
| 3) Go international with County-of-Origin Appeal | 第58-59页 |
| Ⅴ. Summary and Suggestions | 第59-62页 |
| 1. A general summary | 第59-60页 |
| 2. Limitations and suggestions for further research | 第60-62页 |
| Reference | 第62-64页 |
| Acknowledgement | 第64页 |
