Impact Of Value Dimensions On Marketing Strategies Of American Fast Moving Consumer Goods In Chinese Market

With the rapid development of global economy, culture has increasingly become amain element which constraints the development of modern enterprises and taken a greatposition in cross-cultural marketing. The neglecting of cultural differences often leads tothe failure of cross-cultural marketing. The foundation for successful cross-culturalmarketing is to establish the proper cross-cultural marketing strategies.In recent years, FMCG (fast moving consumer goods) industry has been carried outstrongly in Chinese market. While American FMCG industry occupies a large proportion inChinese market, KFC as a typical representative has achieved a great success. And this kindof success gives us an impressive enlightenment: In the context of cross-cultural marketing,enterprises should pay more attention to the culture diversity and then enable it to gain afoothold in the international competition.The thesis mainly contains six parts. Chapter one serves as an introduction to thisthesis, including the significance of the study, description of basic concepts, researchquestions and methods. Chapter two moves into literature review, it is mainly discussed thestudy status of multinational companies’ marketing strategies abroad and at home. Chapterthree covers the theoretical framework, Hofstede’s value dimensions and4Ps marketingtheory are the two main theories used in this thesis. Chapter four considers the differencebetween America and China. The major factors will be selected to compare between thetwo nations. Chapter five highlights the case studies, it primarily deals with the impact ofculture dimensions on marketing strategies, and then some suggestions are given. Chaptersix concludes the whole research, and shows the expectations for the further study.With the combination of Hofstede’s value dimensions and4Ps marketing theory, thethesis places much more emphasis on the analysis of the value dimensions which influencethe marketing strategies, the features of4Ps marketing theory and the relative constraintconditions. And then, in this frame, KFC’s marketing strategies will be analyzed from theperspective of product, place, price and promotion, and put forward some marketingstrategies. At last, some enlightenments and suggestions will be proposed to Chineseenterprises.