Construction Of Marketing System Of Parent And Subsidiary Companies

Through taking from enterprise group parent company marketing strategy, differences among regional market environment and type of industry, combing with different sizes of operating rights for the subsidiaries, this paper builds three different models of marketing subsidiary system with corporate parent and the subsidiary. They are the integration marketing system model, the Parent company led Adaptation marketing system model or subsidiaries led Adaptation marketing system model and marketing system model of dual differentiation.In the Learning, I found the key factor that impacts enterprise group’s subsidiaries in different regions market is the special attribute of the breadth of the region of China’s market environment and the regional imbalance. With China’s accession to the WTO and its growing of economic strength, many large enterprises with the parent-subsidiary form had been established and the DT Telecom is one of them. Because of inherent differences of Chinese marketing environment, enterprise group and subsidiaries were forced to search for a balance model between integrated marketing system and the Adaptation marketing system in different parts. Eventually, the dual differentiated marketing system model was made out.In this study, a group company subsidiary company marketing system model accurately classified as integration marketing system, Adaptation marketing system and dual differentiation marketing system. In early time of reform and opening, integrated marketing system had been used mainstream marketing system by Chinese market enterprise group and subsidiaries. In this mode, and subsidiaries in complete controlled by the parent completely, and was executivest in place of the parent company in place of a group of marketingin subordinate place executives. In 1990s, Adaptation marketing is mainstream in the marketing system, based on market differences with the parent company headquarters, local subsidiaries have the power right to appropriate adjustments to the parent company marketing system and develop part of the marketing strategy. In dual differentiated marketing system model, based on local market conditions, subsidiaries in various regions have the right to develop their own marketing system and strategy, focus on the integration with the parent company of the local market differences in performance and reaction speed of integration. However, this study noted that not every group’s subsidiaries will adopt dual differentiation marketing system. Because it normally takes three premises before the adoption of the system: Firstly, the industry market size is large and potential market demand is broad; Secondly, branches and subsidiaries of enterprises only focus on demands of differences; Thirdly, enterprises maintain sufficient and diverse business knowledge, more experience and talent reserves within the group, and they can flow freely within the company.