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Since 1983, leading marketing scholars Theodore Levy close-up of a landmark paper put forward the idea of ??\He called on multinational companies to provide a uniform product, and unified communication means to the world. He found that too much emphasis on the localization of various places, will result in the loss of economies of scale in production, distribution, advertising. His views provoked a storm-controversy. This problem still has profound impact to far. Faces a number of enterprises in developing countries is also positive towards global debate will continue, the rapid internationalization of enterprises such as China, South Korea, Taiwan and other Southeast Asian countries and regions, the relevant aspects of global marketing management of intense interest. The people in the discussion: the extent of standardization of the product and other components in the marketing mix, the company should implement? How to grasp the sense of proportion of the adaptation of a single market? How to avoid the contradiction market may cause damage? The difference between countries to maintain the choice of product features and brand strategy for the problem? Overall, the marketing mix as one, should globalization or market varies from country to country? Multinational companies enter new markets, should be taken marketing strategy to adapt to the changing market needs it? This article with the above problems, from the analysis of the multinational companies in the Chinese market to take globalization, localization, globalization and localization, the combination of the three marketing strategies to start, comparing their strengths and weaknesses, to conclude: a face of China large markets and different market characteristics and needs of multinational companies marketing strategy should not be taken to the absolute the globalization or absolute localization, but should take the combination of globalization and localization of marketing strategy, in order to adapt to the different characteristics of the market and demand. This paper is divided into five chapters. Chapter multinational marketing problems raised, cited the globalization of multinational companies in China to take, localization, globalization and localization combination lt; WP = gt; kinds of marketing strategies, factors decided multinational companies to adopt marketing strategies. That multinational companies adopt marketing strategies, should depend on whether it can adapt to the different characteristics and needs of the Chinese market. Chapter 2 analyzes the basic concepts of marketing, traditional marketing strategy and its evolution, 4P theory to 4C theory development, as well as the basic idea of ??integrated marketing, comparison globalization, localization, globalization and localization combination the advantages and disadvantages of the three strategies. Chapter for a specific analysis of the case of Coca-Cola's market strategy in China, and the advantages and disadvantages of globalization marketing strategy. Advantage: 1, can focus its resources on promotion and maintenance of global brand; 2, to ensure the consistency of their branding; 3, prominent branding focus; 4, to ensure that Coca-Cola can play to their strengths, to focus resources on the market development and branding; 5 business networks can achieve economies of scale. Disadvantages: 1, the globalized market strategy overall marketing programs lack flexibility and focus; take globalization marketing strategy will result in market management and promotion costs are too high, and the management and implementation of difficult and less efficient; 3 imposition of globalization marketing strategy is difficult to make a timely response to changes in market demand; 4, globalization market strategy in the media advertising pertinence; 5 in the advertising aspects, globalization marketing strategy too much emphasis on the professional and unified , ignoring the differences in regional demand. Chapter to Coca-Cola in China's distribution strategy for a specific analysis of the case, compared to the distribution strategy in the Danone Group Holdings Group, Wahaha and Robust Group analysis of the advantages and disadvantages of globalization distribution strategy. The advantages: 1, can control the distribution network, and implementing the sales strategy; 2, can grasp the market price; 3, can quickly establish a standard sales network. Disadvantages: 1, distribution costs will be relatively high; 2, the distribution strategy of globalization too much emphasis on standardized way to establish a sales network; 3, the distribution strategy of globalization of innovation not react quickly enough. Chapter V summarizes the above analysis concluded: With the advent of the wave of globalization, transnational lt; WP = 4 gt; company's marketing strategy is not a single global standardization, there is no single localized. Global marketing and local marketing principles go hand in hand in the successful multinationals. We will face an era known as \Meanwhile, Chinese enterprises derive inspiration: the new century of economic integration in the world, with the rapid development of Internet technology, enterprises are facing a global market, in the race of this enterprise competitiveness, globalization companies may take increasingly localized marketing strategy, Chinese enterprises may adopt the strategy of increasing globalization, and its purpose is to expand the living space, to improve the competitiveness of enterprises. Its essence is to constantly adjust their marketing strategies in order to adapt to changing consumer demand. And at the lowest cost, changes in market demand make the fastest response, so as to get maximum benefit. At the same time, when considering the marketing strategy should also consider the following factors: 1, marketing globalization trend, the globalization of the brand 3, 4, localized and personalized marketing, the starting point of the marketing research customer needs 5 establish streamlined, fast response marketing organization, customer-centric marketing management 7 marketing personnel as consultants, product diversification, product life cycles 9, depending on the market environment, select a different sales model is the only way Chinese enterprises can learn from the lessons of the multinational companies in marketing strategy, to adapt to the changes in the global economic integration, and for the different needs of consumers around the world, to provide them with personalized products and services, so as to remain unbeaten in the competition land!
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