Research On Localization Marketing Strategy Of D Company (Hangzhou)

D company is a famous sports-goods manufacturing retailer from France.It has entered the Chinese market for 13 years.D company has achieved great success in the Chinese market through years of deep cultivation in the Chinese market.In 2018,the turnover of company D(HANGZHOU)exceeded 276 million yuan,setting a new record of revenue in Hangzhou market.However,in recent years,the development of D company in Hangzhou market has also encountered problems such as slowing growth rate,declining profit margin and aging customer age structure.This paper believes that the main reason for the above problems lies in the insufficient localization of its marketing strategies.However,compared with other transnational retailers,transnational manufacturing retailers have certain uniqueness when conducting localized marketing due to their special operation mode combining retail and manufacturing links.In order to identify suitable for multinational manufacturing retailer effective path for the development of local marketing,this article summarizes the operation characteristics of the multinational manufacturing retailer,and based on existing research,scholars from the perspective of retail and manufacturing integration,puts forward a localized marketing strategy to fit the development of multinational manufacturing retailer PMS analysis framework.In terms of research methods,this study adopts the case study method,and studies by reading,collecting special literatures and setting special interviews.The main structure of this paper is as follows: Firstly,this paper expounds the characteristics of transnational manufacturing retail enterprises and the localization challenges they face,and builds the PMS analysis framework based on the research on manufacturing retail.Then it introduces the development status of D company in China and its characteristics as a manufacturing retailer,and analyzes and sorts out the business status of D company(Hangzhou),the object of the interview,and the external marketing environment of Hangzhou market.Based on the PMS analysis framework,it deconstructs and classifies the specific marketing problems it faces.Finally,from the perspectives of Planning,Marketing and Sales of PMS analysis framework,this paper makes an in-depth analysis of the Marketing problems faced by D company(Hangzhou).Meanwhile,it puts forward localization improvement measures and Suggestions for the Marketing strategy of D company(Hangzhou)based on the localization Marketing theory.Specific include product localization design,product mix localization adjustment,retail channel localization construction,promotion way localization and other improvement measures.In addition,it also provides guarantee measures for D company(Hangzhou)to implement localization marketing strategy.In conclusion,localization improvement of D company(Hangzhou)’s marketing strategy will not only help D company(Hangzhou)solve the existing marketing problems and increase the competitiveness of the enterprise in the local market,but also provide new analysis methods and ideas for D company and other transnational manufacturing retailers’ marketing strategies in China.The innovation of this study is mainly reflected in two aspects: first,in the existing research on transnational manufacturing retail enterprises,the characteristics and construction of their supply chain,or the management and adjustment of information system are often talked about.This paper fills in a gap in the existing literature on the adaptation of its global marketing strategy.Second,this study proposed a suitable for multinational retail enterprises in China manufacturing of localization marketing strategy to improve the PMS framework,the framework includes the planning,marketing and sales three modules,embodies the multinational manufacturing specific way of retail enterprise marketing strategy,localization to the existing multinational manufacturing and retail enterprise marketing theory to supplement.