A Study On The Chinese Enterprise Multinational Marketing Strategy In Vietnam The Case Study Used GXED

In1991China and Vietnam normalized their diplomatic relations and the Chinesecompanies started to enter Vietnam. Twenty years have passed, and the Chinesecompanies have to review their development and competition strategies so as to survivethe ever increasing competitions between the multinationals and the local companies. TheChinese and other multinationals realize that technology and manufacturing techniquealone cannot cope with the keen competition. Marketing factors have to be competitive aswell if they are to sustain their competitive advantages. The subject of the paper is theOperation situation of The Guangxi electric power industry investigation design andresearch institute (referred to as GXED) in Vietnam. The aim of the study is to promotemarketing strategies of Chinese enterprises in Vietnam.The paper used the methods of literature analysis, case analysis, qualitative research,comprehensive analysis, collection of data, using chart described and illustrated theproblems, using corporate strategy analysis, customer analysis, competitive strategyanalysis, etc. Combined with the background condition and the analysis of originalmarketing strategy problems of the GXED in Vietnam, we will set up the future workingguide ideology. Then, after studying the achievements and shortages of the businessoperation of GXED in Vietnam, we will propose effective strategies for the realization ofGXED developmental strategy in Vietnam.Firstly, the introduction included the study context, goal, implication, methods andstructure. Secondly, the basic theory of the marketing strategies of multinationals,introduced marketing conception and operation situation of multinationals, the features ofmarketing strategy, types and methods, development trend; Thirdly, described the Chineseenterprise multinational marketing strategy in Vietnam, including the history and situationanalysis of Chinese enterprises in Vietnam, investment motivation of Chinese enterprisesin Vietnam, marketing strategy characteristic of Chinese enterprises in Vietnam, existingproblems and put forward suggestions. Then, we especially focused on the operationsituation of GXED in Vietnam and put forward suggestions. At last, the paper put forwardmarketing strategies of Chinese enterprises in Vietnam that can bring enlightenment forother multinationals and Vietnamese Companies based on the theoretical support andpractice summarization.