Multinational Companies In The Localization Of Chinese Brand Development Strategy Research

As for the multinationals, Trademark localization development strategy is one of the most effective ways to seize Chinese market and the important component of localization strategy for the Chinese market. Multinationals definitely comply with the localization strategy in the following aspects: products, trademark, advertisement, distribution and social relationship and as a result, have achieved splendid success. It is, for the Chinese local companies, on the one hand a challenge, but on the other hand a good chance to study. Chinese local enterprises should not only cooperate and compete with the multinationals in the Chinese market, but positively explore ways to open and exploit the international market and cooperate and compete with the international well-known companies in the international scope. In this paper, based on a lot of related theories both inside and outside China and practical information regarding the multinationals, analyses the implementation of the localization strategy in different development phases of the multinationals. With the cases, this paper also analyses the possible difficulties which may be encountered by the Chinese enterprises when they implement trademark strategy in the overseas market and, ultimately, puts forward the ways for the Chinese enterprise to implement the strategy and the problems should be watched out.There are two innovations in this paper. For the one thing, basing on the research of the multinationals' trademark localization development strategy, innovatively summarize and put forward the system of multinationals' trademark localization development strategy, and mainly research the strategy of different phases: the induction phase,the knowing phase, the popularization phases, and the maintenance phase.For the second, as for the Chinese enterprises wanting to go abroad, this paper argues that the radical way to resolve the problem is to implement trademark localization strategy, and, in the end, the paper analyses the way to implement the strategy.There are five chapters in this paper. The first one is introduction which mainly introduces the research background, signification, research ways and structure. The second one defines the research scope and construct the strategy system of the...