Research on the Development of Chinese market Based on 4Ps Marketing Mix

Abstract

In 2001, after joining the World Trade Organization, China makes further integration into the multilateral trading system in the world by opening up a broader market. Since then, more and more multinational companies make direct investment in China in order to develop Chinese market. In the face of the different cultural backgrounds between host and home country, establishing a correct and accurate cross-cultural marketing strategy can help the multinationals to develop and dominate the market in China successfully. In this thesis, I analyzed Chinese cultural environment and combined the 4Ps marketing mix with case analysis together to illustrate the characteristics of cross-cultural marketing strategy of multinational companies in China and get some inspiration at last.