The Strategy, Policy and Impact on Multinational Enterprises
Abstract: 21st century is a century in which the multinational enterprises dominate the globe. With China’s nearly 30 years reform and opening policy, and entry into WTO, more and more multinational enterprises will came to China. More than 400 enterprises of the world’s top 500 enterprises had already investment by various means in China. The main strategy of the multinational enterprises is localization. The reasons for carrying out localization are personalization needs and diversification as well as barrier of the culture. Owing to the trade protectionism further strengthening in the recent years, our exports were threatened frequently. Thus our country’s enterprise should massively develop foreign investment, establish factory, set up company, manufacture and sell overseas. This paper analyses the strategy and impact of the multinational enterprises and provides thread to our Chinese enterprises. The paper puts forward a “Walk out” strategy for the development of Chinese enterprises.
Key words： strategy policy market segmentation brand strategy
关键字：战略 策略 市场细分 品牌战略 产品战略
Ⅰ Brief introduction to the development of transnational enterprises in China
Ⅱ Analyze the strategy and policy on famous transnational enterprises in China.
A. P&G —market segmentation policy and advertisement policy
B. Nestle — brand strategy
C. Pepsi-Cola — product strategy
D. Samsung —sports marketing policy
III The impact of multinational enterprises on China
A. Challenges that multinational enterprises bring
B. Advantages that multinational enterprises bring
C. Walk out strategy for Chinese enterprises