The Adjustment Of Marketing Strategy Of Multinational Corporations In China In The Global Economic Downturn

In the context of a global environment,multinational companies continue to explore the Chinese market in order to obtain greater profits.After the implementation of the reform and opening up policy of the Chinese government,the reduction of the restrictions on transnational corporations has provided a favorable policy environment for multinational companies to enter the Chinese market.However,in recent years,the world economy has shown the characteristics of low economic growth,low international trade flow,low inflation,low investment growth,low interest rate and high debt level.IMF adjustment 2017 global economic growth forecast fell from 3.6%to 3.5%,with the global economic growth forecast for the fourth consecutive year down.The global average inflation rate was 2.4%in 2016,only slightly higher than the 2.1%in 2015-the lowest since the global financial crisis.Investment growth has slowed significantly in many major developed countries,developing countries and countries with economies in transition.For China,with the arrival of the global economic downturn,the negative effects include the sharp decline in exports,low industrial chain,low value-added products and others,also affected the multinational marketing strategy adjustment in China.In recent years,with the development of market economy,the market gradually expanded in China.China is in urgent need of funding,technology,talent and management experience from all over the world to drive economic development.More and more multinational companies become an important part of China's economy.The marketing strategy of multinational companies has experienced several stages in China,and each stage has different characteristics.The adjustment of marketing strategy of transnational corporations is compatible with the characteristics of the times.The multinational marketing strategy adjustment,on the one hand,changed the competitive landscape of the Chinese market,and promote the maturity of the Chinese market.On the other hand,it also brings more marketing strategies for Chinese enterprises,which improves the production and operation of Chinese enterprises,and provides reference for Chinese enterprises "going out".This paper starts from the background of multinational corporations 'marketing strategy in China and studies the mechanism of the evolution of multinational corporations' marketing strategy in China.Then,combining with external and internal factors,this paper analyzes the factors that affect the adjustment of marketing strategy of multinational corporations in China in the global economic downturn.Then,from four aspects to analyze the adjustment of multinational marketing strategy,including the target market selection,marketing channels,brand management and marketing strategy portfolio,as well as the inspiration for Chinese enterprises.Finally,this paper analyzes the impact of multinational marketing strategy adjustment on China's enterprises and industries,and puts forward relevant strategies for Chinese enterprises.