How To Defeat Multinationals In Chinese Marketing

The biggest reality of Chinese marketing is that multinational companies are strong and Chinese enterprises are weak. Almost everything listed by Kotler in marketing management. Marketing elements Especially in 4P, Chinese enterprises are weaker than multinational corporations, and the advantage of multinational companies can not be eliminated in a short time. Even a slightly successful Chinese company can not be arrogant, and must always remember it.

The biggest opportunity for Chinese marketing is: the Chinese market is highly "Jungle" market, and the marketing system of "armed to teeth" of multinational companies is only suitable for a few homogeneous markets with developed countries. The "Jungle" market naturally has the marketing principle of "Jungle", and who can produce the marketing system to adapt to the "Jungle" market environment, and who is the ultimate winner. Chinese enterprises must take this opportunity to the extreme.

Fortunately, pride and arrogance are due to congenital superiority. transnational corporations They do not value or despise the marketing principles of "Jungle" market, because this has many gaps with their more advanced marketing system. Therefore, Chinese enterprises are growing up in a bad marketing environment.

The plight of multinational companies is that if they imitate the practice of Chinese marketing, they seem to lose their aura, dignity and sublimity to the Chinese market. If they do not learn Chinese marketing, they will be waiting for Chinese enterprises to grow up. Therefore, it can be said that Chinese enterprises are "raised" by transnational corporations.

The principle of Chinese marketing thus derived is that it does not have much money than Gatsby, and is not more powerful than Tyson. Multinational companies are strong enough to avoid what multinational companies do when they fear. In the process of Lenovo's development, Liu Chuanzhi's strategy is "copyright Huaxia wine newspaper can not do or do not want to do by foreign big companies, and companies that do ordinary small companies or short-term behavior can not do anything".

　　 Marketing Knowledge system is a marketing resource shared by the world. Almost every new marketing theory system has spread in China. But doing things requires not only knowledge but also wisdom. Wisdom is the ingenious application of knowledge. Kotler's marketing management has given Chinese enterprises marketing knowledge, but how to use these knowledge in Chinese market needs Chinese wisdom.

First, the competitive factors of MNCs are decreasing and more centralized. Chinese enterprises must introduce more competitive factors to expand their marketing mix.

There are many elements of marketing. The experts have summarized the main elements into 4P, 4C, 4R and so on for the sake of global understanding. Even now 1P marketing is popular, and the marketing elements are decreasing. This is actually a simplification and vulgarization of marketing. If we dance with this baton, the competitive advantage of TNCs on a few elements will be further strengthened. Therefore, Chinese enterprises should work hard on the marketing elements that multinational companies do not have or are not commonly used. With every marketing factor added, Chinese style marketing adds a new weapon and more combination.

Second, the advantage of multinational corporations in a few competitive elements is expanding. Chinese enterprises need Tian Ji racing wisdom and adopt the asymmetric competition way of "factor dislocation" to successfully avoid the competitive advantages of multinational companies.