Multinational Company's Brand Vulgar Development Strategy In China

For counterpunching WTO and global marketing competition, domestic companies are complementing the walking out tactic. During speed up entering global market process, one of the important aspect is study how to implement brand vulgar development tactic, constantly improve international competitive force, bear off more expansive international market space and loyal overseas consumers by right of the world class quality and brand. Following the improvement of domestic market's internationalization grade, it become more easy for overseas brand enter into Chinese market. By the end of 2002, there are over 400 multinational company entered into China. After enter into WTO, multinational company will be faced with more chance in China, but also there are more competition in market. Competition will occur between multinational companies, also will come from strong Chinese company. China keep up the reform and open policy, below the environment, the multinational company's vulgar degree more high, the risk and cost of the multinational company more lower. When China complement the reform and open policy during 20 years, multinational company also exploit and walk up in China long term. Successful multinational company complement vulgar strategy in product, brand, promotion, marketing, social relationship. The brand vulgar development strategy become their powerful weapon to open Chinese market. Marketing competition became brand competition. Presently, Chinese company who want to walk up to world need improve their operating idea and method of the brand vulgar development through learn and study multinational company's brand vulgar development strategy and improve the competitive force. By right of this purpose, the thesis analyzed the multinational company's brand vulgar development strategy in China in recent year or even a few decades. In virtue of brand development strategy system framework, the thesis collected a mount of multinational company running data in China, then summed up the methods and rules and discovered the common character, as reference to Chinese company who want to complement brand vulgar development strategy in overseas market.The thesis have five chapter. Chapter one introduced the study goal, significance, study method and content. Chapter two introduced brand vulgar development's strategy meaning, theory research status, and the brand development strategy system framework. Chapter three raise the means and method of the multinational company implement the brand development in Chinese market through analyze the problem of the brand development process, include brand vulgar exploitation strategy, brand vulgar marketing strategy and brand vulgar expand strategy. Chapter four analyze the representative multinational company—P&G how to implement the brand vulgar development strategy in China, highlight the important of the brand vulgar development strategy in China. Chapter five is the epilogue. It raise the strategy thinking for Chinese company implement the brand vulgar development strategy.