Research On The Localization Of Samsung Electronics In China

In recent years,anti-globalization is heating up gradually,and the trend of regionalization is obvious.In order to adapt to the new international economic and trade environment,transnational corporations have to shift from the original globalization strategy to the localization strategy.However,many multinational enterprises with rich business experience and loyal users in the world are facing new local problems in the Chinese market such as insufficient innovation and not keeping up with market changes.Finding out the new difficulties and reasons behind the localization operation of multinational enterprises in China in the new era,and providing corresponding solutions,will help multinational enterprises to grasp the development opportunities in China,better adapt to the Chinese market,and conduct business according to local conditions.In this paper,Samsung Electronics,a multinational enterprise,is selected as the case study object.On the basis of reviewing literature,sorting out theories and reviewing the development history of Samsung Electronics in China,this paper analyzed the strategy selection and actual results of Samsung Electronics’ localization in China.In combination with the comparative analysis of its localization strategies in other markets,it is concluded that under the background of anti-globalization and the new domestic environment,the following suggestions are put forward for Samsung Electronics to further expand its brand influence and market competitiveness in China:In terms of research and development,Samsung Electronics should increase market research and its software development should meet local needs;In terms of marketing,on the one hand,Samsung Electronics should enhance the diversity of products and set reasonable prices according to the characteristics of the Chinese market.On the other hand,it should strengthen the contact with distributors,expand the number of offline stores and actively use event marketing to improve the public impression.In terms of talents,it should focus on improving the incentive measures for local talents and broaden the sustainable development channels for middle and senior personnel.Finally,this article also provides some inspirations for other foreign companies in China.As one of the world’s top high-tech enterprises,Samsung Electronics has been engaged in electronics business in China for decades,and the localization problem it has encountered is very representative.Therefore,the analysis of the localization dilemma of Samsung Electronics in China is not only crucial for the development of Samsung Electronics,but also can better guide other foreign companies to develop their business in China.