Research On The Marketing Strategies Of The Transnational Companies

Under the framework of the Marketing Mix Theory of 4Ps,this Paper takes Samsung and Lenovo as key and cut-in point,collected the first-hand information via questionnaire,and made a reliability analysis by using of SPSS software,based on the analysis of variance and association analysis,the research shows that Samsung and Lenovo have some common grounds and differences in their products strategies,place tactics,price strategies and promotion tactics,and their performances exist difference.On these grounds,the author puts forward some suggestions for the marketing strategy selection and countermeasures for transnational business.With the 30 years of reform and opening up,especially Chinese entry into the WTO 7 years ago,Chinese economy has become more and more open.After 30 years cultivation of the marketing mechanism,it also gave birth to a great number of famous brands in China.Some of them have already begun their step to internationalization,and some of them are itching to try.We believe that more and more Chinese enterprises will become transnational in the near future.On the other hand,as the center of marketing strategy is converting form products to customers,as the core competence of the large transnational business,marketing strategy is playing a more and more important role in the winning of the market competition.So,how to running transnational business and which marketing strategy should be taken is an urgent problem for Chinese enterprises to solve.Under this background,this paper is trying to research on the marketing strategy of transnational business.This paper starts with a brief retrospect on the theories of transnational business and marketing strategy,analyzed the features of the Marketing Mix Theory of 4Ps and the relevant restricted conditions,and carried out an experimental analysis for the marketing strategy of Samsung and Lenovo from their products strategies,place tactics,price strategies and promotion tactics under this framework.Finally make some suggestions and revelations for Chinese enterprises running transnational business on the summarizing of the conclusions.During the experimental analysis,a questionnaire is adopted to obtain the first-hand information, via analysis,we get some comparative effects that offered some proofs to our conclusion.This whole paper can be divided into five parts:Part one is the introduction.Firstly it indicates the background and significance of this research,secondly summarizes the relevant theories and literatures both in home and broad,and then introduces this paper's content and methods.Part two is an analysis on the marketing strategies and the relevant restricted conditions of all different kinds of transnational business under the framework of the Marketing Mix Theory of 4Ps.Here "4Ps" refers to product,price,place and promotion.To meet the needs of the experimental analysis,we stressed on the research of their products strategies and place tactics,and have a brief analysis of their price strategies and promotion tactics.Part three an Part four is about the experimental analysis,in Part three,we made a comparative analysis on the marketing strategies between Samsung and Lenovo,via comparison we find out that Samsung and Lenovo both pay attention to the quality of their products, Comparatively speaking,Lenovo takes differentiation in product strategy, while Samsung's strategy features largely in high quality and high price; in place strategy,both Samsung and Lenovo strive for a perfect sales channel.Lenovo takes the advantage of localization and win Samsung over in place strategy;more or less the same in price and promotion strategy.In addition,LENOVO & IBM's cooperation create a win-win situation;compared with Danone,Samsung attaches more importance to the culture difference's effect on the transnational business,so achieved Success.In Part four,we research on the performance of the marketing strategies between Samsung and Lenovo according to a survey;we collected the first-hand information via questionnaire,and made a reliability analysis by using of SPSS software,based on the results of the analysis of variance and association analysis,we evaluated their performance of marketing strategy.Samsung and Lenovo both enjoying high reputation among consumers,and their brand value is very high;in product strategy,Samsung's high quality and high price is accepted by consumers.The product differentiation of Lenovo is also accepted by consumers,but consumers' evaluation to Samsung is generally superior to Lenovo;while in sales channel,consumers' evaluation to Lenovo is superior to Samsung.Consumers also give a positive response to Lenovo's purchase of IBM.Combined with part three,the quantitative analysis of Samsung and Lenovo's marketing strategies,we find out that although Samsung and Lenovo's marketing strategies are different,both evaluated high by consumers,obtained ideal effects.Their differences can be used for reference.Part five is the conclusion and revelation.Based on the conclusion, we made some marketing strategy suggestions buy learning from Samsung Electronics Co.Lenovo Group Ltd.,and most importantly,we point out the revelation for Chinese enterprises' transnational business marketing strategy.The research shows that Chinese enterprises' transnational business should innovate the products,expand the sales channels,flex the price and diversify the promotion;cross-board M&A should be suitable,according to the fact to adopt different means of marketing.The combination use of the theory analysis and the experimental analysis is this paper's feature and highlight.To strive for a certain depth and scope for this paper,many different comparative analysis methods are applied.The writing of this paper follows the principles of from the common to the specific,from the specific to the common,combined conclusion with deduction,based on survey,the experimental analysis offered some new materials and visual angle for the study of marketing strategies of the transnational business.