跨国广告集团全球扩张模式的选择及其影响因素

本文运用对外直接投资理论和交易费用理论的相关原理，具体阐述了跨国广告集团全球市场扩张的经济动因，即跨国企业全球市场拓展和广告公司自身业务发展的双重需要。在此基础上，作者深度剖析了跨国广告集团全球扩张模式的三种主要模式及其选择不同模式的影响因素。文章最后重点分析了跨国广告集团在中国的市场扩张战略，以期为民族广告公司的可持续发展和国际化转型提供策略参考。

Selection and influencing factor of global expansion model of multinational advertising agencies

In this paper, by the use of foreign direct investment theory and the theory of transaction costs, the authors analyze the economic incentives in detail for multinational advertising groups to expand the global market, that is, the double needs to expand the global market of multinational companies and advertising agencies.On this basis, the authors analyze three main models and their influencing factors of the global expansion of multinational advertising groups.The article focuses on analyzing China's mar...