Research On Changes Of Competitiveness Factors Of TNC's Strategy In China

China's entry into WTO is a milestone that the Chinese economy melts into the globalization progress. This urges the TransNational Corporations (TNCs) to re- examine the investment environment of China, reconsider China's position in globalization strategy, restudy and draw up the strategy in China. Facing the huge change during more than 20 years in China, especially the new competition environment after the entry of WTO, the TNCs faces the new opportunity and challenges. The TNCs in China adjust the development strategy and draw up the new development strategy to adapt the new competition environment. And the sustainable competitive advantages are the basic condition for TNCs to get victory in the fierce competition.This paper is carried out on the main line of "the environmental change- the strategy adjustment- competitiveness factors change" and based on the perspective of strategic management thoughts. It gets the TNCs' current competitiveness factors by a trace survey. Then figure out competitiveness factors changes compared with TNCs' strategical factors research in 1998-1999. After that competitive advantage changes are discussed: The multinational company keeps the good reputation, good and stable product quantity, customer service with superior quality, continuous excellence of product design, the position promotion of advertisement, the cognition decrease of the relation with Chinese government. Moreover, China's entry into WTO makes TNCs need to reconsider China's position in globalization strategy. Then TNCs bring China into in its globalization management, by adjusting market orientation strategy to the global setup orientation strategy. This text discusses this strategy adjustment, and gives the theoretical apocalypse and advices at the end. This paper has the strong practical significance both to TNC strategy management and to the Chinese government's pilot in TNCs' business in China.