Research On ABB Company's Strategy In China Market

This thesis researches the electrical multinational company's strategy in China market according to contemporary marketing theory.Firstly, the thesis analyzes the background under which ABB company enter China market.This company needs to expand worldwide.The China macro economy maintains steady and sustained development.China market plays more and more important role in ABB company's worldwide strategy. At present,the typical multinational companies in China market is mainly ABB, which has operated in China for over ten year and set up a lot of joint ventures. The thesis analyzes the ABB company's current strategy in China from product,pricing. promotion and marketing channel.The ABB company has advanced technology and wild product variety.The pricing objective of ABB company is product-quality leadership which hires well-educated personnel to promote product . It has distinct talent advantage compared with local enterprises.It tends to face the customer directly and decreases the function of intermediaries. The ABB company also meets a lot of problems,such as order handling problem,marketing strategy Change problem,inside and outside communication problem and human resource problem . The thesis explains these problems . The objective of the thesis is to provide the reference for the local enterprises . The local enterprises study the successful marketing...