The Study On Marketing Network Of Multinational In Mainland China

China is one of the biggest potential markets in the world. It is also very perplexing which covering an extensive terrain, complicated consumption demand and middlemen stand in a transition period of systems. Presently nearly 400 Multinational Corporation (MNC) out of the top 500 MNC in the world have launched their business in China with the total of more than 2000 investment projects; half of the top 500 companies in America have come into china. Facing up with the complicated market environment in China, these companies enacted their marketing network plan and management carefully and acquired many experience in building marketing network abroad and lessons from failure. So it is very important to study and comparatively analyze the marketing network pattern of MNC in China that is of very profound significance for Chinese enterprise's building marketing network abroad. This thesis adopts realistic study method. It selects some famous MNC, which are of the most brand value, ahead of other companies in all industries and of typical meaning to analyze and research marketing network, consequently; summarize the most typical marketing network model. Marketing network pattern includes four aspects. The fist one is the pattern of evolvement. The second is scale pattern that involve marketing network's length, breadth and extension. The third is system pattern that comprise investment mode, covenant mode and management mode. The fourth is management pattern covering the selection, evaluation and adjustment of network member.This paper consists of four parts. Part one is presentation of problem that point out the significance of the thesis as well as the research method and the review of the relevant documents. The second part illustrated the concept of marketing network, which described the basic conception, sales flow and functions of marketing network and also the necessity of establishing marketing network. The third part made a comparison among all marketing networks established by MNC in China. The article concluded the various marketing network models represented by famous MNC after the systematic analysis for the evolvement, dimensions, systems and management of marketing network. The forth part raise some suggestions to Chinese companies in establishing marketing networks abroad.