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Localization of Retail Multinational Companies' E-commerce Marketing Strategies in China
- 1 Shenghuazizhu Academy, 200000 Shanghai, China,
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Abstract
This study aims to explore the methods and strategies employed by multinational retail companies to implement localization strategies through e-commerce in the Chinese market. With the rapid economic development in China and the increasing investments by multinational retail corporations, coupled with the maturation of the e-commerce industry, these companies face intense competition. To organize and analyze research findings on corporate strategy theories, this paper introduces management theories and adopts a combination of literature research and case analysis methods. Through case study analysis, incorporating rich examples from companies such as KFC, Starbucks, and Amazon, this study explores their specific marketing approaches and strategies in the Chinese market and analyzes the opportunities and limitations they encounter. The results indicate that multinational retail companies need to conduct in-depth research on the characteristics of the Chinese market, the competitive environment, and consumer behavior to develop targeted marketing strategies and product positioning when implementing localization strategies in the Chinese market. Furthermore, this study reveals some limitations of marketing through e-commerce, such as the inconvenience faced by consumers who are unfamiliar with the internet or unable to use electronic payments, emphasizing the need for continuous innovation to maintain a competitive edge.
Keywords
Multinational Company, E-commerce, Localization
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Cite this article
Zhao,X. (2024). Localization of Retail Multinational Companies' E-commerce Marketing Strategies in China. Advances in Economics, Management and Political Sciences,87,187-195.
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Volume title: Proceedings of the 2nd International Conference on Management Research and Economic Development
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