China's Multinational Enterprises Marketing Strategy Research

Now days. International Operation is the inevitable tendency of socialized, modernized, and internationalized management, is the need of international industry division and co-operation, international technology and capital floating. It is the development direction of modern enterprises. We can see. without any surprise, that the ever}' components of a company's product have been completed in many countries. For instance, Ford Company's World Car, its hand drive was made in Europe, chassis in North America, and whole vehicle assembled in Brazil, at last imported into America.Of course, these excellent multinationals, which have being worked aboard for one century, have already accumulated abundant experience to market aboard, and formed their own unique managing mode and thought. But to our international company which emerged for a shot time, reference these company's successful experience and thought, learn how to open market and outspread marketing in the face of different culture background: how to make our product accepted by foreign people and have had in mind deeply; how to occupied the aboard market with minimum cost. These company's successful experience and thought, without any doubt, make us not go wrong in the process of aboard management, and make us develop gradually with anneal.As the matter of course, the text begins with the essence theory of international operation (its emergence, development, fundamental mode, etc), after the analysis of our international operation situation and problems, integrates and references foreign and our own international company's successful experience. In the basis of it, we put forward to the marketing strategy which is suitable for our enterprise to implement in the course of international marketing, and state concretely in product, price, place, and promotion.At the same time, the text renovates the traditional marketing ideas, which combined with modern new marketing thought, and bring forward the 4p and 4c conception that was put to use in international market. At the aspect of marketing aboard, from the analysis of five maim factor which influence on marketing innovation, the text put forward three typical modes that is front line of marketing abroad, namely, international selling-chain management, network marketing, and electronic commerce, which have better referenced effect to our enterprises in the process of international operation.