A Study Of The Multinational Company Brand Marketing Strategy In China

After over 20 years economic reformation in China, many international companies, all over the world, want to occupy the largest market owning more than one billion of people. Although some of these companies quit the market with no profit as prospected for many reasons, but most of them still make a lot of profit from the large cake of Chinese market. It is because of more and more companies realized clearly that they must stand by in the Chinese market if they want to stand by the worlds wide market, so each international company made up their mind to enter into the Chinese market or stand by in the Chinese Market. It is becoming a new competitive situation in China nowadays. Today, all the market is exhausted all over the world, Chinese market is the only one where is booming, so it is becoming the only brightness of the international business. The investment of the foreign international company is growing every year. According to the statistics of the commercial bureau. From 2002 to 2003, the amount of the investment of the most biggest foreign company is over one 1523 billion. Driving by the benefit, the international company realized the large meaning of the Chinese market for the development of themselves. The American said "Go to China, it is a tempting meal for the hungry international investor."The Europeans said "It needn't courage to go to China for investment."The Japanese said "It worth to give up all to China for the development."These words show the determination of the international company to enter into the Chinese market. According to the opening schedule of the Chinese Marketing-economy, the international company began to expand action. Chinese market is becoming the center of the international strategy domain. Chinese company began to change to face the worldwide competition from the domestic one, also face the domestic competition of the international companies and the international competition of the domestic companies. The international company was the main competitors of Chinese company. They will fight with the Chinese company in the same stage. The Chinese company is waiting for the large war in the door they never meet. Over all, the international company seems to be stronger in the war. Most of them achieved success, and is expanding quickly with high speed. What help them to succeed? In one word, it is the Brand competition ability help to realize their expanding strategy. The brand is the power. For any international company, their competition advantage mat drive from one of or some of the technique, capital, human resources, channel, management, marketing and brand, they are showed from various prospects. But what should not to be ignored is although they have the remarkable technique advantage or prominent capital strength, the necessary is they owned the marked marketing concept, plenty of marketing experience and a lot of brand marketing means. The mightiness of the Brand marketing offensive makes them to establish famous product and service brand all over the whole China market. Many of the local brands were attacked down by the international brand, or combined by them.With the quality-alike of the product, the brand competition include the conformity of the technique, management, marketing and human resources, it is the headspring of the sustainable development. Only make the core competition transfer to the brand competition can make the company sustainable. The brand marketing strategy is most important for the successful brand. They are specialized not only in the strategies of the product, service, promote and also the establishment of the brand culture. What we are studying in this thesis is a only more than 30 years old coffee brand-Starbuck. They successfully promoted the ancient product coffee as a famous brand, and expanding their business all over the world in the same time, certainly China. Compared with the international companies, the brand competition ability is the most weakness of the Chinese company. Through the study of the successful brand marketing strategy of Starbuck, we are not talking about the single thing and the single industry, we hope it can make our company realized that it is out day to establish a brand only by the quality, service and together with the advertisement. The quality and service is a precondition of a brand, but not enough at all. What is the soul of a brand? It is the culture. Only the brand culture can hold a brand forever.