Research On Localization Strategic Management Of Korean-funded Enterprises In Liaoning

Since China joined the World Trade Organization in the 21 st century,China has attracted many foreign-funded enterprises to invest in China,and China has gradually become one of the important promoters of world economic development.China's national consumption level is rising,and the consumption type is changing to the direction of high quality and high performance.The Chinese government has carried out a series of policies to attract investment and support foreign-funded enterprises to operate in China.Korean enterprises with unique geographical advantages have opened many enterprises in Liaoning adjacent to them,and Korean-funded enterprises are investing more and more in China.Especially the increase of Korean-funded enterprises in Liaoning and the localized marketing mode of Korean-funded enterprises have gradually become the focus of scholars and research focus.The localization marketing of foreign-funded enterprises decides whether they can operate successfully.As an old industrial base in China,Liaoning is facing the historical mission of revitalization.At this time,the localization research of Korean-funded enterprises in Liaoning is particularly important.Successful cases of localization of Korean-funded enterprises can help other enterprises to draw lessons from successful experience effectively,and also help Chinese enterprises to make overseas investment.However,some Korean enterprises failed in the process of localization marketing due to improper operation.These cases are helpful for other Korean enterprises to draw lessons from.This study is based on the perspective of large marketing,using the "4P" theory and "STP" theory as the basis,to analyze the localized marketing of Korean-funded enterprises in Liaoning Province.On the basis of PEST analysis of investment market environment in Liaoning area,Liaoning Letian Supermarket Co.,Ltd.,a typical Korean-invested enterprise in Liaoning area,will be taken as a representative case.Find out the advantages and disadvantages of the localization marketing strategy of Liaoning Letian Supermarket Co.,Ltd.,and finally analyze the failure of the localization marketing of Liaoning Letian Supermarket Co.,Ltd.,find out the reasons for the failure of localization and the reasons for the early success.In view of the success of localization in the early stage,this paper analyses the reasons for the success of the combination strategy of product localization,price localization,channel localization and promotion localization,and finally analyses the failure of ignoring the rights and public relations in large marketing in the later stage.Finally,four enlightenments are drawn: scientifically formulating the development strategy of marketing localization,comprehensively formulating the marketing strategy of localization,formulating the marketing mix strategy of localization,and emphasizing the measures of large marketing theory.In the past,the localization of Korean-funded enterprises was mostly successful cases.Based on the current situation of Korean-funded enterprises in Liaoning,this paper analyzed the failure cases of Korean-funded enterprises.I hope to provide countermeasures and suggestions for the localization marketing management of foreign-funded enterprises in China,and contribute to the domestic research on the issues related to the localization of enterprises.