A Research On Localization Marketing Strategies Of Multinational Enterprise In China

After the reform and opening-up,the roughly growth method is still play a key role in our economic growth.In recent years,an overall slowdown of global economy,electrical connection industry,the same as other manufacturing industries,faces the "new normal " which manifests over capacity,forced resource,adjustment of disruptive technology and marketing model.So to curb the downward trend of sales,to establish a new profitable way and to achieve sustainable growth,it is urgent for enterprise adjustment,transformation and upgrading of structure as well as improvement of efficiency.This research is of great importance to the advancement of electrical connection industry and the enhancement of international competitive advantage.Meanwhile,the findings can offer a new reference to marketing strategy of multinational electrical connection enterprises localization in china during the past 10 years.This dissertation chooses enterprise F,illustrating its existing problems,analyzing it cause and finding out its solutions by means of relevant theories application.Firstly,this dissertation gives an introduction about the macro environment and market of multinational electrical connection enterprises' localization in China.Secondly,analyses on the market distribution,marketing model,competition capacity of enterprise F are made.Furthermore,this dissertation compares F's pattern of development with its main rivals' in order to find out the strategy about F's transform and innovation in the background of the new normal and industry 4.0.Taking the transformation of marketplace,upgrading of technology and for-profit pattern into consideration,it is necessary to search for the way how multination makes breakthrough about localization marketing in the guidance of smart view based on “made in china 2025”.Meanwhile,the internet has spilled over into the whole industrial chain and the life cycle.As a result,the organization structure needs more adjustments and eventually,the internet can connect platforms.The local electrical connection industry and its chain are in a special term of transform and upgrading.To establish a complete electrical connection chain needs professional organizations based on key technology,a large chain network,connection of platforms.What's more,it requires more cooperation with those downstream application vendors,building the strategic alliances,as well as the support and synergy of external policies other relevant industries.Eventually,enterprise can realize a win-win strategic goals.