Research On Marketing Strategy Localization Improvement Of S Multinational Building Materials Company

As a world famous building materials manufacturer,S company formally entered the Chinese market since 2004 with W product,and has been gradually improved their marketing strategy after more than 14 years of development.Sales growth in China is increasing exponentially.Retrospect that the marketing strategy of S multinational building materials company when it entered China is not accustomed to the local market.There were many problems which make S multinational building materials company faced great challenges at that time.With the transformation of China’s economy,the transfer of world industry and the readjustment of the international division of labor,Chinese huge market demand has attracted more and more international competitors to enter.On the other hand,the rapid rise of Chinese domestic manufacturing enterprises has made the Chinese market increasingly competitive.The research on localization marketing between China and the West mainly focus on the field of global standardization marketing,localization marketing and global localization marketing.Therefore,based on the multinational companies own characteristics and the product features of S multinational building materials company,combine the Chinese market characteristics,unique geographical features and the characteristics of channel members to re-investigate the localized marketing situation of S multinational building materials company in China.Through the localization improvement research on the marketing strategy of S multinational building materials company,it has some guidance and inspiration for solving the similar marketing strategy problems of other multinational companies in China.In this thesis,the PEST and 5F models are used to analyze the external environment and industrial competition environment of S multinational building materials company in China Market,and then find out the problems existing in the marketing strategy of S multinational building materials company in China when it first entered the Chinese market.Based on these issues,S multinational building materials company is how to improve the localization marketing strategy.Finally,using the two Marketing theories of 4Ps and 4Cs to organically integrate marketing strategy of S multinational building materials company in China,try to create a new marketing communication mode to overcome the dissatisfaction of multinational companies in local marketing.