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Case study of FDI Strategy in China

论文作者:留学生论文论文属性:案例分析 Case Study登出时间:2010-08-24编辑:vshellyn点击率:7280

论文字数:16000论文编号:org201008241301132811语种:英语论文 English地区:中国价格:$ 66

关键词:FDIIKEAMarket entryMarketing strategyCulture study

On investment strategy of multinational corporations entering into Market of China---taking IKEA as case study

Abstract
In this era of globalization, multinational corporations are very important among the in international economy.   Because China has 1.3 billion populations, The Chinese market has been an attractive market for foreign competitors since the economic reform in the late 1980s. At present, more and more multinational corporations have begun to establish business operations in China. The aim is to analyze how multinational corporations enter and develop in the Chinese market. In order to answer this, the research questions focus on which factors affect the performance of multinational corporations in the Chinese market.


In this thesis, I want to present a case study of the Marketing performances of the Swedish furniture store IKEA in China. The study focuses on characteristics of the Chinese market and analysis IKEA marketing strategies in China.  IKEA has made a great success in the foreign markets. This case study will contribute towards providing multinational corporations with a good starting point for operating successfully in the Chinese market. The study indicates that the political environment, market entry model, degree of adaptation of products, cultural awareness and marketing strategies are the important factors for IKEA in Chinese markets


Key words: FDI, IKEA, Market entry, Marketing strategy, Culture study 
 

 

Table of content
1 1 Introduction 5
1.1 Research area and background 5
1.2 Research objectives 7
 1.3 Structure of the thesis 7
2 2. Literature Review 8
2.1 FDI in developing country and its role in development 8
2.1.1 Overview of FDI policy in China 8
2.1.1 FDI distribution in China 9
2.1.2 FDI performance in China 10
2.2 The impact of FDI in China 13
2.2.1 Technology and Service transfer 13
2.2.1 Increase regional GDP growth 15
2.2.2 Create job opportunity 19
2.3 Market entry 21
2.3.1 Market size and Geographical distribution 21
2.3.2Identification of the distribution network 27
3 3 Key issues for foreign enterprises entering Chinese market 27
3.1 Investment climate 27
3.1.1 Political aspects 27
3.1.1 Economic aspects 28
3.2 Concept of Culture and Chinese Culture 29
3.2.1 Culture study 29
3.2.2 Chinese business culture 31
3.3 Chinese Furniture Market 32
3.3.1 Characteristics of Chinese furniture industry 32
3.3.2 Marketing analyze 34
4 4 case study –IKEA:One successful example of FDI in China 36
4.1 The IKEA saga 36
4.1.1 The IKEA Philosophy 36
4.1.2 IKEA in China 36
4.2 IKEA's brand management and analysis 37
4.2.1 Global compete superiority of IKEA 37
4.3 Factors affect IKEA's performance in China 38
4.3.1 Entry modes 38
4.3.2 Location advantage 39
4.3.3 Cultural influence 39
4.4 Marketing Mix - IKEA on the Chinese market 41
4.4.1 Price 41
4.4.2 Place 43
4.4.3 Promotion 44
4.4.4 Products 45
4.5 Findings and Recommendations 45
4.5.1 Findings 45
4.5.2 Recommendations 48
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