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Multinational Company’s Brand Vulgar Development Strategy in China

Author: PengJuan
Tutor: ChenJingYu
School: Chongqing University
Course: Business Administration
Keywords: Multinational Localization Brand development strategy
CLC: F276.7
Type: Master's thesis
Year: 2004
Downloads: 1621
Quote: 3
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Abstract


In order to face the WTO and the global market competition, Chinese enterprises are implementing the strategy of going. Accelerating access to international markets for cross-border operations, an important aspect is how to implement brand development strategy of localization, localization of a world-class brand to continuously improve the quality and international competitiveness, win broader international market space and loyal consumers abroad. With the improvement in the level of domestic market, international, foreign brands seize the Chinese market more easily. End of 2002, more than 400 Fortune 500 to enter China. China's accession to the WTO, multinational companies in China will see more opportunities, competition will become increasingly fierce competition from multinationals between, but also from the growing Chinese enterprise reform and opening up in China's environment, transnational localization of enterprises in the Chinese higher degree of risk and lower the cost of Chinese reform and opening up 20 years, but also multinationals in China groping forward 20 years, the success of multinational corporations in the product, brand, dissemination, distribution channels, social relations and other aspects of the firm's localization strategy pursued. Brand localization multinational Chinese market development strategy is an important part of their strategies for localization of its brand development strategy as they open the Chinese market a powerful weapon. Competition in the market has risen to brand competition, many Chinese want to go out of business now should do is to learn from multinational corporations in China's brand localization strategy implementation and to improve their own brand in the regional market development of the concept of localization and management level, and enhance brand competitiveness. In this thesis, for this purpose, expand on the localization of multinational corporations in China's brand development strategy. Mainly in the brand development strategy theory as a framework, proposed brand localization development strategy. And collect a large number of multinational companies operating in China, information on the localization of multinational corporations in China's brand development strategy proposed the implementation of approaches and countermeasures. Paper is divided into five chapters, the first chapter is the introduction, the introduction of this thesis purpose, significance, research methods and content. The second chapter focuses on the development of detailed strategic brand localization, theoretical foundation and development of the strategic brand localization system. Chapter localization strategy by analyzing the brand strategy for each stage of concern raised by multinational companies in China market, the implementation of brand development strategy of localization approaches and measures, including the development of localized brand strategy, brand strategy and marketing localization brand expansion localization strategy three parts. Chapter IV to the aforementioned brand localization development strategy approach as a precondition, the focus of a representative of the multinational - Procter \u0026 Gamble brand localization in China's implementation of the strategy, highlighting the localization of multinational corporations in China's brand The importance of the implementation of development strategies. Chapter V of text at the end of the Chinese now want to implement brand development strategy of localization recommend strategic business thinking.

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CLC: > Economic > Economic planning and management > Enterprise economy > A variety of enterprise and economic > Multinational
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