Empirical Research On Marketing Knowledge Transfer Modes Of MNCs' Subsidiaries In China

In the era of knowledge economy, knowledge is gradually replacing traditional factors namely capital, labor and land, as the most valuable strategic resource for enterprise. Knowledge transfer and sharing become important ways for enterprise to gain competitive advantage and knowledge transfer comes to be the important problem of practice and academic studies in the field of international enterprise management and strategic management at present. Internationalization of enterprises is processed by the use of corporate knowledge and the development of new knowledge. Marketing knowledge is a significant unique ownership advantage of MNC, but not yet fully concerned. When entering foreign markets, how to control and create marketing knowledge has become more and more important for MNC to build competitive advantage.The decision-making of knowledge transfer modes is important for MNCs'global knowledge management. The paper develops a conceptual framework and empirically tests the relationship between marketing knowledge transfer modes and MNC global strategy and host country market factors. Based on 103 sample data of MNCs'Subsidiaries in China, this empirical study adopts EFA and the Multivariate Logistic Regression Analysis method by SPSS. The results show that the types of global strategy adopted by MNCs clearly explain their selection of the knowledge transfer mode. The more accepting MNCs are of the "global strategy", the more likely it is that their subsidiaries will adopt the "global knowledge mode", on the contrary, MNCs with "local response strategy" tend to choose "localized knowledge mode". Further, market difference and market importance are also closely related to the selected transfer mode. The more stronger the market difference is, the more likely that MNCs will adopt the "localized knowledge mode", meanwhile the more important the local market is, the more popular of "global knowledge mode" and "global-localized knowledge mode".The experience of MNC knowledge transfer in China provides a reference for internationalization process of Chinese enterprises. We should pay more attention to the action of knowledge transfer, make a clear global competition strategy and improve knowledge management mechanism.