1. Introduction
Hilton International (HI), an operating division of the UK based Hilton Group Inc, owns the rights to the Hilton brand name throughout the world, with the exception of North America. HI operates over 400 hotels, with some 250 branded- Hilton; over 150 under the middle-market Scandic brand plus 15 luxury Conrad hotel, under a joint venture agreement with Hilton Hotels Corporation (HHC). Hilton International employs over 65,000 staff in over 70 countries. A global marketing alliance between Hilton International and the North American based Hilton Hotels Corporation extends the number of hotels operated by both companies worldwide to over 2,400 - over 500 of-which are branded Hilton. Hilton International operates five hotels in China (2,405 guest rooms). They are Hilton Beijing, Hilton Chongqing, Hilton Dalian, Hilton Nanjing, and Hilton Shanghai
This report briefs the global advertising proposition, global advertising idea and global guidelines for advertising photography in Hilton International, which lays a foundation for the interpretation of the specific advertising strategies: standardization, localization, and glocalization that are executed in Hilton International.
2. Analysis of Advertising Strategy by Hilton International
2.1 The Global Advertising Proposition of HI
Advertising Strategy Analysis: A Case Study of Hilton International
Table of C英语论文网 【http://www.51lunwen.org】ontent
1. Introduction 1
2. Analysis of Advertising Strategy by Hilton International 1
2.1 The Global Advertising Proposition of HI 1
2.2 The Global Advertising Idea of HI 2
2.3 The Global Guidelines for Advertising Photography 2
3. Standardization and Localization of Advertising Strategy of HI 2
3.1 Standard Advertising 2
3.2 Local advertising 3
3.3 Draw on Both Sides: Globalization 4
4. Conclusion 5
References 6
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