The Research On Developing Strategy Of America Marley Liimited Company In China

From the beginning of the end of last century, with the long-term development of information technology, it has provided a broad platform for the integration of the global economy. And with the global economic integration and the growth of multinational companies, these multinational companies which have become the part of China's economic development cannot be ignored, and also they has a profound impact in China on all aspects of economic, environmental, cultural, etc. And in the recent years, profound and lasting with the steady development of China's economy, both are on the multinational has been greatly improved from awareness and other aspect of the government's work efficiency. Especially since China's access to WTO, multinational company which invest in China have more convenience, and it makes more and more multinational companies to invest in China, which include the America Marley company.In this paper, through the strategic management theory and Marley's internal data, apply the appropriate mode as an analytical tool, and analyzed Marley's internal and external environment, specifically its strengths and weaknesses, determine Marley implementation of the company's strategic development. On the support of the advantages under the conditions of the enterprise capital and technological of Marley, the company can successfully opened heater market and can occupy a certain market share in China. In specific applications, this paper uses the PEST model, analytical methods, and five forces model evaluation matrix to determine the internal and external environment in Marley's strengths and weaknesses, clear the main factor for the development of enterprises, and then we use the SWOT analys is method to analyze the difficulties and opportunities for the future development of the enterprise which may be encountered, making the company's development strategy correct and effective implementation. More and more multinational company come to China to invest now, wish the research of this paper could be helpful to them.