Research On Marketing Strategy Evolution Of The MNCs Subsidiaries In China

Multinational companies began to set up subsidiary companies in early1970s. In recent years, within the increasing development of economy, the Chinese market has become an important regional business growth support and long-term profits source for Multi-National Corporation. With these changes, the strategic role of subsidiary companies in China, especially the marketing strategy which is closely integrated with the market, has transformed. What typical marketing strategy evolution stages have the MNCS in China experienced? And the path and mechanism of this kind of strategy evolution have been under researched.This research is about the marketing strategy evolution of MNCS in China. Most of the existing researches were theoretical analysis and quantitative study. The research in marketing strategy evolution model seems to be scare. Therefore, with the method of comparative case studies, this paper will summarize the theoretical model and evolution mechanism, so can provide a reference model and foundations for subsequent research.First of all, based on the Multi-National Corporation, MNCS in China and the external environment, this research analyzed the motivation model and evolution mechanism of the evolution. And divide the strategic marketing strategies into three types: the integration marketing strategy, the adjustment marketing strategy and the double differential marketing strategy. According to the different evolution path, we propose two typical evolution paths:the progressive marketing strategy evolution mode and the reform marketing strategy evolution model.Secondly, based on the operational definition of marketing strategy, we select the cases of Volkswagen and Samsung’s MNCS in China for a typical study, in used to verify the theoretical model. By means of comparative study, we explained the difference of two kinds of evolution patterns in the path of evolution, driving factors and the evolution characteristics. Through the study in the evolution of marketing strategy for MNCS in China, on one side, we reveal the internal mechanism of marketing development of MNCS in China, and extend the marketing theory connotation on the MNCS; on the other side, the analysis of the evolution of German Volkswagen and Samsung’s MNCS in China can provide theoretical foundation and practical guidance for Chinese related enterprises.