A Study On Product Strategy Of Transnational Corporations--The Case Of China Market

Nowadays, the transnational corporation is a kind of important economic organization in the world and takes increasingly important function on the economic stage of all over the country. The 2001 world investment report , announced by the United Nations at the trade & development meeting, points out: At present, there are more than sixty thousand transnational corporations in the world and they own eight hundred thousand oversea branch organizations.As the development of transnational corporations, people turn the direction of researching transnational corporations from "macro" to "micro" , and try to explain the management of transnational corporations. This thesis, from the perspective of the standardization and differentiation, analyzes and researches the product strategy of transnational corporations. The product strategy is the base of marketing strategy of transnational corporations, and the decision of standardization and differentiation is the initial problem of product strategy of transnational corporations.The thesis includes three parts. All parts are mutually connected and constituted into a whole. The following is the main contents and their connection.The thesis's chapter 1 first simply introduces the concept of transnational corporations and its theory development. Second, it analyzes the global marketing strategy of transnational corporations and its background (market globalization and global market' s changing). Finally, it points out the problem that transnational corporations face because using the global marketing strategy.Chapter 2, based on chapter 1, firstly talks about the strategy of standardization and differentiation. Then, from three aspects梩he choice of product strategy of transnational corporation, the life cycle of the product and the product strategy of transnational corporation, and the choice of brand strategy of transnational corporation, the thesis analyzes the product strategy of transnational corporation from the perspective of standardization and differentiation.Chapter 3 is the introduction of product strategy of transnational corporation in the market of our country. As the part of positive analysis of this thesis, chapter 3 mainly takes our country' s market as an example and further analyzes the product strategy of transnational corporation. Its contents include the viewpoint of transnational corporation looking our country' market and transnational corporation' s product strategy choice in Chinese market, and so on.Through the analysis and research, we can know that the product strategy of transnational corporation is neither completely standardization nor completely differentiation. Transnational corporations flexibly choice their product according to the actual circumstance and has tend of taking standardization' s product strategy.