Multinational Company Core Competitiveness Research

With the development of economy and the improvement of living standards, people's spending levels has promoted step by step. Consumers are no longer satisfied with the basic function of the products or services, instead they try to seek personalized themselves, pursuing desired way of life. Under such environment, the basic outlet for multinational companies to maintain their sustained, healthy and orderly development lies in utilizing their existing resources to provide consumers with distinctive personalized experiences, create consumer demand from the products or services, satisfying consumers' mental and emotional needs.Creating consumer experience is the foundation for the survival and development of a multinational company and it is also the core competitiveness of main source for a multinational company. The subprime crisis which broke out in America in 2007 swept the world, and the trend is deteriorating. The crisis conducted a comprehensive baptism to global multinational companies, and simultaneously examined each multinational company's surviving ability. As Buffett said: "you can only discover who is naked in swimming after the ebb tides ." It is in the crisis that it can truly test whether the multinational companies have core competitiveness. For multinational companies, with core competitiveness, they can survive and develop in crisis, or even fly upwards.It is a fact that multinational companies lack international competitiveness in China. Under the background of global economic integration continuously strengthening, how to survive and develop further in the fierce competition with foreign multinationals is a critical question. Therefore, the research on the core competitiveness of multinational companies in china is an important subject.The core competitiveness of multinational company as a portable concept is applying core competitiveness theory to multinational companies and is the result of multinational company specific theory and practice. Therefore this paper refers to core competitiveness research achievements and analyzes the research status of core competitiveness of multinational companies and leads to the multinational company core competitiveness research. This article from the perspective of consumer experiences analyzes multinational company core competitiveness, and indicates the importance for multinational company to cultivate and enhance their core competitiveness, and points out that the inevitability of core competence is a multinational company sustainable competitive advantage source. About how to construct the multinational company core competitiveness, this paper suggests that to create unique personalized experiences for consumers is the effective means to cultivate and promote our country multinational company core competitiveness. Based on this, the paper chooses "Chinese multinational company core competitiveness research - based on consumer experiences as the topic. It deeply studies multinational companies core competitiveness in our country, trying to provide theoretical support and policy suggestions for multinational companies to operate globally.The paper is divided into six chapters, and the logic structure is as follows:The first chapter reviews the theory of the core competitiveness and defines the meaning of core competitiveness. The second chapter introduces the concept of consumer experiences, essence and characteristics, making preparation for the following. The third chapter in this paper is the most important part, which introduces the relationship between multinational company core competence and consumer experiences. It focuses on the core competence and the consumer experiences inner link, and points out the feasibility and necessity and uniqueness of the consumer experiences in improving core competitiveness in the process and the building of multinational companies the core competitiveness based on consumer experiences .The fourth chapter analysis the problems multinational companies encounter when they cultivate core competence using consumer experiences, particularly the ethnic cultural aspects, which set up barriers to multinational corporations, restricting the multinational companies to provide products or services for host consumers. The fifth chapter gives policy recommendations for the Chinese government and multinational companies in using consumer experiences to cultivate core competence. Chapter Six draws the conclusion herein, and elaborates deficiencies of the article and further things to do.