Chinese Enterprises Transnational Marketing Study On The Relationship Between The Motivation And Strategy Choice

Since China’s accession to WTO, China’s export-oriented economy hasdeveloped rapidly. In the face of the inevitable objective reality of economicglobalization, China’s economic and technological cooperation with foreign countrieshas become increasingly close and broad. Promotion of China’s enterprises to developinternational marketing is not only the best reflection to adapt to economicglobalization actively; but also the effective means to enhance the internationalcompetitiveness of China’s enterprises and to enhance China’s comprehensive nationalstrength.Marketing motivation is power and reason in the promotion of the corporatemarketing activities. Marketing strategy is the process that in order to meet the needsof customers, the enterprises organize series of business activities to help theenterprises to realize the business objectives in accordance with the plan. Based on themarketing and management theory, this paper first introduces the transnationalmarketing status, international marketing and transnational motivation, marketingstrategies of Chinese enterprises ,then based on the theory, the author adoptscombination research approaches of empirical analysis and normative analysis, takessome of China’s listed companies as samples ,in the practice of transnationalmarketing activities, studies the relationship between the transnational marketingmotivations and strategy selection of Chinese enterprises. After analysis of guidanceand dominance role of transnational marketing motivation on the implementation ofmarketing strategy of the sample listed companies then summarizes the characteristicsand regularity of transnational marketing strategy of Chinese enterprises. Expected toprovide a reference for our other marketing companies prepare to carry transnationalmarketing or companies without success to carry out transnational marketing, to makemore and more companies join our "going out" ranks, and implement transnationalmarketing successfully. This paper is divided into five parts:The first part is introduction, first chapter of this paper. This paper describes thebackground, significance, research methods, research ideas and research status of thetopic, etc.; focus on analyzing and summarizing the research work in transnationalmarketing and marketing strategies of the previous researchers.The second part is the second chapter of this paper. After combing Chinese companies through the relevant references and the practice of transnational marketing,analyzes socio-economic and policy background of Chinese enterprises to developtransnational marketing, then carries out systematically analysis of the transnationalmarketing industry, regional distribution and marketing results, and based on this ,theauthor tries to explore the problems and causes existing in Chinese enterprises, thensummarizes basic types and characteristics of Chinese multinational enterprisesIn the third part, the author mainly elaborates multinational marketingmanagement theory, the third and fourth chapters are included. The third chapter is thestudy of multinational marketing motivation, marketing, starts from the background ofmultinational enterprises, seeks for materials through an access to information, fieldsurveys and other forms of access, observes multinational marketing motivations ofthe enterprises, analyzes of the background and characteristics of various motivations.In the fourth chapter, the author mainly studies on the six strategies of transnationalmarketing. Based on 6P marketing mix theory, analyzes the implementation oftransnational marketing strategy, from product strategy, pricing strategy, channelstrategy, promotional strategy, the power strategy and public relations strategies toanalyze the multinational marketing strategy types and their application methods.The fourth part is the fifth chapter; this part is the empirical analysis of therelationship between transnational marketing motivation and transnational marketingstrategy selection for the listed companies, through the analysis of the sampleenterprises to explore correlation between specific marketing motivation andmarketing strategy selected. Through access to official information related to listedcompanies, the relevant research references and field visits to understand themarketing motivation and marketing strategy selection situation of the sample listedcompanies then the author establishes the statistical model, make empirical researchthe relationship.The fifth part is chapter six. Based on empirical research findings oftransnational marketing of listed companies in the previous chapter, in this chapter theauthor explores the characteristics and regularity transnational marketing strategy ofChinese enterprises, summarizes the inspiration brought by research for transnationalmarketing management of Chinese enterprises, then put forward relevant measuresabout transnational marketing management.