Direct Localized In The Supermarket Transnational Business

Pushed by globalization and information-based for the 21st century, the market environment has already had high indetermination and highly competitiveness. The direct marketing enterprise discovers that the mode of traditional direct marketing adapts to the variety of market less and less, especially the variety of local market in the multinational management. The direct marketing enterprise calls the emergence of the new direct marketing mode, which has the competition ability and adapts to the market variety. Which mode of business can make the direct marketing enterprise adapt to the market variety? How is the mode of business made use of to that then can carry out the enterprise's localization strategy during multinational management? It have already become urgent to the direct marketing enterprise that these problems need resolve .This dissertation is to carry on the first step research to these problems, and hope that it can provide beneficial instruction for the direct marketing enterprise.This dissertation puts forward a new mode of direct marketing-direct supermarket based on introducing the trend of development about the direct marketing, by researching the concept, characteristic and current mode of business about direct marketing, Chinese direct marketing and supermarket. Then, based on analyzing the reason of localization, point out that the development in electronic commerce has changed the way that consumers purchase commodities and the mode in business to enterprise by researching the localizing advantage and venture of multinational management from the strategic angle. The direct supermarket is a new mode in business to a enterprise. The feasibility of the direct supermarket will preliminary be studied from strategy, organization management, business and technique. In the end, to the direct supermarket, offer concrete means during the localization in multinational management from choosing the address, image design, marketing, service, product and human resource etc., and carry on a substantial evidence with the Avon's store model in business.