The Study Of Toshiba's Cross-culture Marketing In China

The author has been working at marketing department of Japanese Multi-national enterprise Toshiba over a long period of time. The author has plenty of experience and in-depth cognition of Toshiba's cross-culture marketing. This paper tries to study the Cross-culture marketing actives of Toshiba in China market, including market survey, product strategy, distribution strategy and investment strategy as well as social commonweal and enterprise culture, to analyze how the Toshiba do the cross-culture marketing actives in China market. With the view of the cross-culture, the paper analyzes the factors that lead to its success and causes that result in its failure under the cultural difference and conflict between two countries and among enterprises of different nations. Based on the analysis, it brings forward suggestions on how to improve Toshiba's marketing in China. For the reference, the paper also gives Chinese enterprises some suggestion on how to develop their cross-culture marketing actives in domestic and oversea market.