Research on marketing strategies and brand building of multinational corporations in the Chinese market
Enzhe Li
Taylor's university
DOI: https://doi.org/10.59429/bam.v7i1.9558
Keywords: Multinational corporations; Chinese market; Marketing strategies; Brand building
Abstract
This paper conducts an in-depth study on the marketing strategies and brand building of multinational corporations in the Chinese market. By sorting out relevant theories, analyzing the development status of multinational corporations in the Chinese market, this paper details their marketing strategies in terms of product, price, place, and promotion, as well as brand building strategies such as brand positioning, communication, and maintenance. It also analyzes the practical effectiveness through successful cases. At the same time, the study points out that multinational corporations face challenges such as cultural differences, changes in policies, regulations, and the market environment, and digital transformation. Subsequently, optimization suggestions are put forward, including strengthening cultural integration and localization, adapting to environmental changes, and accelerating digital innovation. The research aims to provide theoretical support and practical references for multinational corporations to further penetrate the Chinese market and for the development of local enterprises.
References
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