Antalis Where Chinese Companies Marketing Strategy

In the new century, pushed by various interest and pressure, more and more international corporations are pursuing localization strategy in oversea market. The implementation of localization not only improves their own performance, but also stimulates the economic development of the host country to certain extent.Antalis is the largest European group in the distribution of communications support materials. With the annual turnover of 2.3 billion Euros, Antalis ranks the second in Europe and the fourth worldwide. Spanning four continents, Antalis has operations in 37 countries and 6,500 employees serving over 180,000 customers around the world. It offers a full range of products and services in five business areas: Paper, Packaging solutions, Visual Communication materials and Promotional Products.From 1994 until now, Antalis has set up 7 branches in China and have developed a mature marketing channel and marketing model. It is the key to success how to realize the localization strategy in Chinese market.This dissertation took Antalis as the researching subject. Based on related marketing management theories, and a series of analyses including: the paper selling system at home and abroad and environment influencing paper selling companies, the opportunities and threats faced by the group inChinese market, its strength and weakness, its current marketing strategy, the dissertation carried out a systematic integration of the group's competitive strategy, promotional strategy, channel strategy and service strategy with the expectation that the findings of the dissertation would be helpful for the group's marketing management practice and could be referred by other paper selling companies.