The Strategy Research On Marketing Localization Of Amazon In China

As the ancestor of the online retailers,and the peak value reached trillions,Amazon neither worry about money nor worry about talents or technology.In many countries Amazon have dominated the position of the first three in the industry,but the development in China was so difficult.Like many multinational Internet companies to enter the Chinese market,in simple works,it's called “endemic”.By using statistical analysis method,collected the current business situation and operation data of amazon's(China),analyzed the achievements and problems of the existing marketing in China.Used the comparative method to analysis the main rivals in China,such as: Taobao,Jingdong's successful examples of marketing.Analyzed the other more successful case of multinationals in China as well,in order to learn.Finally using the survey method,mainly researched and analyzed the practical situation and the main problems of amazon's business in China.For in-depth analysis of these problems and finally put forward the improvement suggestions and countermeasures.Through the analysis of a large number of literature,refer to the annual financial statements and reports of Amazon(China),and the related industry annual report,etc.to get a large number of first-hand data.First of all,through a simple overview the development process of Amazon(China)and the present internal and external environment,industry environment and trend of online shopping,analyzed the necessity of marketing localization.Then through the analysis of the causes of the “Endemic”,to targeted dissect mainly from the cultural differences,the complexity of the internal decision making,coordination,product listed several aspects,etc.At last,comparative study the success of domestic successful electricity marketing case,put forward the marketing localization solutions and suggestions from the brand,product(service)and marketing channel.Pointed out that if want to succeed Amazon(China)must have a localization of research and development,localization of human resources,localization of public relations as well as localization of investment management,these a few respects as guarantee.Overall,the article includes six chapters.The first chapter and the second chapter mainly is the research background,the significance and the localization of marketing literature.The third chapter mainly introduces the current situation of the development and the existing problems of the Amazon(China).The fourth chapter mainly puts forward the operational implementation and suggestion of the localization of marketing for Amazon(China).The fifth chapter elaborated in order to ensure the success of marketing localization,the security system Amazon(China)needed.The sixth chapter is the conclusion on the above chapters,and vision of the future.