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Abstract

Along with the rapid development of web technology, multinational companies who focus on providing online experiences and electronic services begin to attach their attention on expansion to the global market. China, one of the largest markets in the world with the largest population, becomes the obvious battleground for the domestically born companies and international giants who pursue an objective of global success. Global strategies have been widely used by both small and middle enterprises and multinational companies in order to take an advantageous position in the fierce competition. In retrospect, numerous scholars and researchers have been engaged in establishing and reinforcing the theoretical frameworks of global strategy.

随着网络技术的迅速发展，跨国公司专注于提供在线体验和电子服务开始高度关注扩展到全球市场。中国，一个最大的市场在世界上最多的人口，成为国内企业和国际巨头的天生的追求全球成功的目的明显的战场。全球战略的中小企业，跨国公司要在激烈的竞争中处于有利地位，广泛使用。回顾过去，众多学者和研究人员一直致力于建立和加强全球战略的理论框架。
Strategic experts subsequently put forward specific theories and principles of company's marketing operations in order to guide the process of internalization and localization. During the phase of emergence and development of Internet firms in China, domestic companies present an overall trend of prosperity in China market recent years. Baidu, Tencent, Alibaba and SNDA are chosen as typical instances of each industrial dimension to illustrate the developing situations of Chinese web companies. https://www.51lunwen.org/mba/ Problems also exist during the process. Common problems involve a lack of innovation, excessive emphasis on expanding, financial difficulties and ethical issues. Both qualitative and quantitative methods of research are adopted in this study for the purpose of generating explicit, direct and systematic information about the situation in order to explore the reasons for the existing problems. Although problems of Chinese Internet companies in their marketing strategies have already been explored by several researchers and studies recently, the differences between domestic companies and international giants are ignored to some degree and it is significantly meaningful to find out the reasons of the awkward situation of Chinese Web companies in the global market.
First of all, the paper describes the development of theoretical and empirical research in global marketing principles, and then demonstrates the background and significance of the text as well as a series of relevant concepts, which has become the foundation for the following case analysis of domestic web enterprises like Baidu, Tencent and the world-famous giants such as Google, eBay. It is apparently showed that local companies are likely to easily achieve domestic successes but hardly to realize global expansion in the world market. Therefore, it is imperative and imminent for companies to optimize its marketing strategies and to make improvements in their provision of online services. To sum up, Internet firms in China should broaden more effective ways t本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。