Multinational Pharmaceutical Company's Localization Strategy In China Study

In the 21st century, under the background of global economy integration, the national competitive advantage resides more in its enterprises'ability of resource allocation. As a developing country, China must speed up the pace of internationalization as the tool for competition in the ever increasingly competitive world. Establishing Chinese Multinational Corporation is the move towards the world's bridge, also is the inevitable result of our country economy development. There is no doubt that the multinational corporation has become the motivation for the Chinese economy development.Grasping the general rule of development of the multinational corporations, exploring the developing process of the outstanding multinational corporations and studying advanced management ideas of the multinational corporations, are the necessary courses for the development of the Chinese enterprises on terms of the internationalized operation. The paper includes 5 parts as following:First of all, the paper introduces the concerned theories, studying methods, and the background of the localization strategy etc.And then, the paper interprets the theory of localization strategy in details to prove the necessity of localization of the multinational corporations.After that, by analyzing the concerned factors of localization strategy of Sanofi-Aventis, including the difference of national cultures, marketing environment, and competition etc, the paper points out the strategy of Sanofi-Aventis that is the localization strategy.Later on, the paper shows the localization strategy of Sanofi-Aventis in details including its marketing, Human Recourses, and Research &Development.Finally, by composing the exclusions of study of Sanofi-Aventis'strategy, the paper gives some suggestions to the Chinese enterprises on their future development.In general, localization strategy is the effective strategy to develop the multinational corporations to earn the marketing share in Chinese pharmacy market. As Chinese enterprises, the localization strategy is also an effective way to develop the foreign pharmacy market and earn the ideal profit. By localization, Chinese enterprises can obtain the capability of long term development and the competitive advantages in foreign pharmacy market.