“互聯(lián)網(wǎng)+”背景下跨國公司營銷戰(zhàn)略分析-以快速消費品行業(yè)為例

AcknowledgementsTimepassesveryquickly.Iwillsoonfinishmyfour-yearstudyatJilinUniversityofFinanceandEconomics.I’dliketoexpressmygratitudetoallmyteachersintheschoolofforeignlanguagesfortheirunwearyingenlightenment.WithouttheirhelpIcouldn’thavedevelopedinsightsofmymajorandmylife.IwanttogivemyspecialthankstoMs.ZhouYufeiforhercarefulguidanceandvaluablesuggestionsforthisthesis.Besides,IsincerelyappreciatethehelpIgainedinstudyandlifefrommyclassmates.Finally,Iwanttostatemydeepgratitudetomyparentsandfamilies.Itistheirsupportandencouragementthaturgemetomakeprogress.Iwillmoveonwithhopeandresponsibilitytothenextstageofmylife!

AbstractWiththerapiddevelopmentofinformationtechnologyandthepopularizationofInternet,progressandinnovationhavebeenachievedinmoreandmoreindustries.Aneweconomyformthatunifiedtheinternethasemerged.Theinfluencesoftheinternethavepenetratedinmanyaspectsofsociallife,whichleadstochangesinthemarketingenvironmentofcompanies.Companiesareconfrontedwithnewchallengesinthiscompetitivelandscapewherecompetitionisbecomingincreasinglyfierce.Withthehomogeneousproductswhichcanbeeasilysubstituted,marketingcampaignplaysanevenmorecriticalpartinFMCGcompanies.It’sapressingissueforthemtodevelopbetterwaystointegrateresourcesandmaintainandimprovecompetitiveadvantageswiththehelpofinternet.Advancesofbigdataandcloudcomputinghelptocompletethemarketinginformationsystemandenhancethelocalizationofmarketingcampaign.E-commerceplatformsexpandthedistributionchannelofthecompany.NewmediaplatformlikemicroblogandWeChatmakeitpossibleforcompaniestoachieveeffectivecommunicationwithclientsandthusexploredemandsandprovidesuitableproductsandservices.Togainmorecomparativeadvantages,enterprisesarerequiredtoadoptinformativetechnologymeasuresbasedontheircharacteristicsandupgrademarketingcampaigns.Thisthesisstartswiththeconnotationandfeaturesof“Internet+”andanalyzesthechangesofmarketingenvironmentinChinaaswellasthetransitionofconsumptionpatterns.ProblemsfacedbymultinationalcorporationswhenconductmarketingactivitiesinChinesemarketarethenidentified.TheFMCGindustryistakenasanexample.Throughtheanalysisofliteratureandtypicalmarketingcases,combinedwithrelevanttheories,targetedinnovativestrategiesarepresented.Keywords:“Internet+”,MultinationalCorporation,FMCG,MarketingStrategy

摘要隨著信息技術(shù)的快速發(fā)展和互聯(lián)網(wǎng)的普及，越來越多產(chǎn)業(yè)依托互聯(lián)網(wǎng)進行發(fā)展和創(chuàng)新，呈現(xiàn)出“互聯(lián)網(wǎng)+”的經(jīng)濟形態(tài)?；ヂ?lián)網(wǎng)的影響已滲透到了社會生活的各個方面，企業(yè)營銷環(huán)境由此發(fā)生了變化。在競爭日趨激烈的競爭格局下，企業(yè)的營銷活動面臨新的挑戰(zhàn)。特別是在快消品這種產(chǎn)品同質(zhì)化程度高，可替代性強的領(lǐng)域，營銷活動影響著企業(yè)的生存和發(fā)展。如何利用互聯(lián)網(wǎng)更好地整合資源，維持和發(fā)展競爭優(yōu)勢成為跨國企業(yè)亟待解決的問題。大數(shù)據(jù)，云計算等技術(shù)的發(fā)展能夠幫助跨國公司完善營銷信息系統(tǒng)，更好地進行本地化。電子商務(wù)平臺則拓展了企業(yè)的銷售渠道。微博、微信等新媒體平臺使企業(yè)與客戶進行高效溝通，更好地發(fā)現(xiàn)需求，提供合適的產(chǎn)品與服務(wù)。企業(yè)需要結(jié)合自身特點，采用合適的信息技術(shù)手段對營銷活動進行升級，以獲得競爭優(yōu)勢。本文從“互聯(lián)網(wǎng)+”的涵義和特點入手，分析當(dāng)前我國市場營銷環(huán)境和消費模式的變化，總結(jié)出當(dāng)前跨國公司在我國市場開展?fàn)I銷活動面臨的問題。以快速消費品這一行業(yè)為例，通過文獻研究和案例分析的方法，結(jié)合課題相關(guān)理論，提出針對性的營銷創(chuàng)新策略。關(guān)鍵詞：“互聯(lián)網(wǎng)+”；跨國公司；快消品；營銷策略

TableofContentsAcknowledgements iEnglishAbstract iiChineseAbstract iiiTableofContents iiivIntroduction… 11.LiteratureReview 22.GenerationIntroductionof“Internet+” 42.1Connotationof“Internet+” 42.2Influencesof“Internet+”onmarketingmodesofmultinationalcorporations 53.RelevantViewsandTheoriesaboutMarketingofMultinationalCorporations..… 63.1Themarketingtheoryof4Ps 63.2Themarketingtheoryof4Cs 64.FastMovingConsumerGoods 74.1Categoriesandcharacteristicsoffastmovingconsumergoods 74.2Currentsituationofmultinationalfastmovingconsumergoods 85.MarketingStrategiesofMultinationalFCMGCorporations’in“Internet+”Era 95.1ApplicationofInternetinmarketingresearch 95.2Reformationofproductstrategies 115.2.1Localizedproductstrategiesbasedoninternet 115.2.2Innovationofproductsandservicesbasedoninternet 115.2.3Newproductdevelopmentfromtheglobalviewpoints 125.3Reformationofdistributionstrategies 125.4Reformationofpricestrategies 135.5Reformationofpromotionstrategies 145.5.1Newmediapromotion 145.5.2Newmediapromotion 156.EnlightenmenttoMultinationalCorporations 166.1CollectionandanalysisofmarketinginformationbasedonInternet 166.2Developmentofonlinedistributionchannels 166.3Communicationwithtargetgroupconductedonsocialplatform 17Conclusion… 18References… 20IntroductionWiththerapiddevelopmentandwidespreadpopularityoftheinternet,people’slifeischangingandwearemovingtowardsaknowledge-basedsociety.Sincefirstputforwardin2012,theconceptof“Internet+”hasbeenimplementedinmanytraditionalindustriesandlinesbetweendifferentindustriesareblurred.Therearealsolessinformationandcommunicationbarriersinthemarket.TheopeningupofChinesemarketisattractingmoreandmoremultinationalcorporations.FormultinationalcorporationsthatwanttoenterChinesemarket.Graspingthetrendof“Internet+”isofstrategicimportanceforthosemultinationalcorporationsthatwanttoenterChinesemarket,especiallyinthemarketingarea.Theupgradingandoptimizationbasedoninternetcanalsobeimplementedinothermarketandthusacceleratetheprocessofinternationalizationofthecorporations.Thepopularizationofmobileintelligentdeviceschangestheconsumptionpatternofconsumerandalsoprovidesmorepossibilitiesformarketing.Itisimportantformultinationalcorporationstoseizethemarketingopportunitiesin“Internet+”eraanddevelopcompetitiveadvantagesfromtheinternet,especiallyforcorporationsoffastmovingconsumergoodsindustry.Therisingtrendofmarketingin“Internet+”eraisreflectedintheutilizationofInternet-basedtools.Bigdataandcloudcountingcontributetodataanalysisanddatamining,whichmakesiteasierforforeigncompaniestounderstandconsumerpreferencesandmakemarketingandproductiondecisions.Theprosperityofe-commercewebsitesreducesthecostofdistributionandshortensthedistancebetweenconsumersandmanufacturers.Varioussocialplatformsenhancethepromotioneffectandhelptobuildtheuniqueimageofbrands…MarketingplaysavitalroleinthesuccessofmultinationalFMCGcorporationsbutmanyenterprisesstillfallshortinmarketing.Theyneedtoabsorbtheadvancedideasandmakeuptheirshortcuts.Thisthesisstartswiththediscussionoftheconnotationof“Internet+”.Theconceptisexplainedfromitssourcetoitsinfluencesonconsumerpatternsandmarketingmodels.Thenclassicviewpointsofinternationalmarketingarereviewed,includingthestandardizationandlocalizationofmarketingandthemarketingtheoryof“4Ps”and“4Cs”.Innovationshouldbemadebasedonamaturetheoreticalframeworkofmarketing.TheconcretereformationsofmultinationalFMCGcorporations’marketingstrategiesarethenanalyzedinthethirdpart,combinedwithsomesuccessfulcasesfromadvancedcompanies.Finally,theenlightenmentisconcludedinthelastpartoftheessay,hopingtoprovidereferencestorelevantcorporations.1.LiteratureReviewThroughthereviewofresearchesonmarketingstrategiesofmultinationalcorporations,itcanbefoundthatmanyofthediscussionsfocusonthechoicebetweenstandardizedstrategyandadaptivestrategy.TheodoreLevittproposedtheconceptofglobalmarketin1983.Hepointsoutthatnationalorregionalpreferencesstarthomogenizingduetothedevelopmentoftransportationandinformationtechnology.Multinationalcorporationsareabletobenefitfromscaleeffectbyresortingtostandardizedstrategyinmarketing.ThisviewissupportedbysomescholarssuchasOhmae(1989).Yetmanyotherscholarsareskepticalaboutthisview.Thosewhoagreewiththeadaptivestrategy,Douglas&Wind(1987),forexample,suggestthatthecompleteglobalstandardizationistoosimpletobepractical.SupportersoflocalizationstrategythinkthatLevittexaggeratesthestate.Customerpreferencesandconsumptionpatternsareaffectedbycultural,social,politicalandeconomicandgeographicaldifferences.Localizationstrategyhasmoreadvantagesindealingwiththedifferencesandreceivingcustomeracceptance.ManyChinesescholarsalsoconductedresearchonthistopic.DirectivesuggestionsareprovidedtomultinationalcorporationsthatwanttoenterChinesemarket.YangZiandWanHoufen(2003)evaluatetheconnotationanddrivingfactorsofglobalstandardizedmarketingandlocalizedmarketing.Theythenproposeadecisionmodelwhichhelpscorporationstomakedecisionsbasedonthedrivingfactors.WuJiananandNieYuankunproposedin2003thatlocalizationofmarketingshouldbecarriedoutwithcertainlimitsandpresentamoreprecisemodel.Afteryearsofdiscussion,it’swidelyacceptedthatbothglobalstandardizationandlocalizationstrategyhaveadvantagesandone-sidedness.Inmostcasesnow,multinationalcorporationscombinethetwoviewsinitsmarketingbutjustputdifferentemphasisaccordingtocharacteristicsofindustryandtargetmarket,whichcanberegardedastheglobalmarketingstrategy.Theglobalmarketingstrategyemphasizestheimportanceofobtainingabalancebetweenthetwoviewsregardingthespecificcondition.Inrecentyears,therapiddevelopmentofinformationtechnologyandinternetreducescostsforbothstandardizationandlocalizationofmarketing.CorporationscanthusimplementmoreflexiblestrategiesconformingtothelocalconditioninChinesemarket.Therefore,researchesonmultinationalmarketingaredevelopingintoaverticalway,whichfocusesmoreonresourceallocationandmarketintegrationintheglobalscaleonthebasisofglobalmarketingstrategy.WuXiaoyunetal.(2005)putforwardaperspectiveviewonthecontributionsandinfluencesofinformationtechnologyandInternetonthemarketingstrategiesofmultinationalcorporations.AssuggestedintheresearchthattheInternetisconducivetoresourceintegration,marketpenetrationandcustomercommunicationonaglobalscaleduetoitsadvantagesinimprovingcommunicationefficiency.Itactsasthesupportivesystemoftheimplementationofglobalmarketing,whichaimsatservingcustomersindifferentcountriesstandardizedproductswithappropriateadjustments.Specificanalysisontheapplicationofinternetinmarketingstrategyisalsopresentedbyadoptingthemarketingtheoryof4Ps.However,theapplicationofinternetisfarmorepervasivenow,sotheconclusionisnotpracticalenoughtokeeppacewithtime.Withthepenetrationofinternetintosociallife,thereisageneraltrendfortraditionalindustriestointegrateinternetandmakeinnovativeupgrades,whichsuggeststhatwehaveentered“Internet+”era.Furtherstudiesonmarketingofmultinationalcorporationshavebeendoneunderthisbackground.ChenRong(2015)looksintocharacteristicsandopportunitiesof“Internet+”andputsforwardinnovativemarketingstrategies.Hepointsoutthatthereareinnovationsinoperationpattern,organizationpattern,managementmodelandprofitmodel.Newdistributionchannelslikee-commerceandnewmediachannelslikeWeiboandWeChatprosperousin“Internet+”eraalsobringchangesinconsumptionpatterns,whichalsoaffectglobalmarketing.Despitetheopportunities,therecentdevelopmentofinformationtechnologyalsoaddscomplexitytothemarketingenvironment.Reevaluatingconsumerbehaviorsisnecessary.YangJiruietal.(2015)indicatethatconsumerpurchasingpatternsaretransitioningtoanewnormalstatusin“Internet+”era,whichwillinfluencetheproduction,marketcirculationandmarketingofproducts.Theyexaminethecausesofchangesinconsumerpurchasingpatternsfromthecharacteristicsandadvantagesoftheinternet.Thenewnormalofconsumptionisalsoconcludedfromfiveperspectivesasinteractivity,individuality,rationality,limitlessboundaryandtendencyofsharing.Theyproposethatthenewnormaltrendofconsumptionisahistoricopportunity.It’sofgreatimportanceforcorporationstoutilizee-commerceplatformandtechnologieslikebigdataandcloudcountingtounderstanddiversifiedconsumerdemands.Onthebasisofexistingresearches,somedomesticscholarsfocusonthemarketingofFMCGgoodsin“Internet+”era.PanYou(2015)highlightstheimportanceofinnovativeconstructionofbrandstrategyinnewmediachannelsandanalyzesthesuccessfulpracticeofP&G.HuJiani(2016),ontheotherhand,emphasizestheconstructionofe-commercechannelsinmarketing.FuChen(2017)putsforwardaninnovativedesignofbrandstrategyonthebasisofanalysisonconsumerbehavior.ExistingresearchesonthetopicofFMCGmarketingin“Internet+"eraattachweighttoaparticularpartofthemarketingstrategy.Forinstance,eitherthenewmediapromotionortheconstructionofthee-commercechannelisaccentuated.ItisnecessarytointegratetheInternet-basedtoolindifferentlinksoftransnationalFMCGmarketing,includingthemarketentry,productdesign,distributionandpromotion.Throughthereviewofdocumentsonmarketingstrategiesofmultinationalcorporationsin“internet+”era,alimitednumberofresearchesrelatedtosuchtopicfromdomesticscholarsarefound,especiallythoseonFMCGindustry.Mostofthemarenotcomprehensiveandsystematicenoughandaredonefromacertainsingleperspective,thusunabletosatisfythepracticalneeds.Researchesfromforeignscholars,however,arenotsuitableforChinesecondition.Therefore,itisnecessarytomakeafurtherstudyonthistopic.ThisthesiscombinesknowledgefromseveraldisciplinesandputforwardideasthataremoresuitableformultinationalFMCGcorporationstoadoptinChinesemarket.2.GeneralIntroductionof“Internet+”Recentyears,manyindustriesintegratewiththenewtechnologyandthe“Internet+”erahascome.“Internet+”isnotthesimpleapplicationofinternetinasingletraditionalindustrybutacomplexintegrationofcloudcomputing,bigdataandothermanagementtechniques,whichcreatesgreatpotentialforinnovation.Multinationalcorporationsshouldunderstandandfollowthetrendof“Internet+”.2.1Connotationof“Internet+”Theconceptof“Internet+”wasfirstproposedin2012byAnalysisInternational,whichsuggestedthefeasibilitytocombineproductsandservicesfromvariousindustriesthroughmulti-screendevicesinthewholenetwork.Responsesweregivenfromtheofficiallevelin2015byChina’sdeputyprimeminister,whodefineditasanimportantopportunityformassinnovationandanewengineofeconomicgrowth.“Internet+”representsaneweconomicform,whichtakesfulladvantageofinternetandachieveseconomictransformationandupgrading.Itemphasizesconnectionsamongdifferentindustriesandcross-borderintegrations.Statistically,byQ2of2018,therehadbeen772電子商務(wù)研究中心millioninternetusersinChina,whopossess1.5Talkingdata電子商務(wù)研究中心Talkingdata網(wǎng)站發(fā)布的2018新消費趨勢洞察報告2.2Influencesof“Internet+”onmarketingmodesofmultinationalcorporationsInfluencesof“Internet+”ontraditionalmarketingmodesarereflectedintwoaspects:theproductionprocessofmultinationalcorporationsandtheconsumptionpatternofconsumers.Firstofall,withthestrongabilitytodeveloptechnologies,multinationalcorporationstakeanadvantageouspositioninITintegrationandupgrading.Theycanthusenhanceproductivity.Nowthemarginalcostforanadditionalproductisvirtuallyzero.Scaleeffectanddifferentiationproductioncanthenbeachievedatthesametime.Communicationbarrierswithinmultinationalcorporationsandbetweenconsumersandcorporationsareremoved.Thesealllaythefoundationforconsumer-centeredmarketingmode.Second,theconsumptionpatternsaredifferent,andtherelationshipbetweenconsumersandcompaniesalsoshowsdifferences.Withtheriseofe-commerce,numerousproductsfromhomeandabroadcanbefoundontheinternet.Consumerscanalwaysgetproductsthatmeettheirdemandsbest.Meanwhile,theyareprovidedwithabundantinformationaboutdifferentproducts,eitherfromthesellerorotherconsumers.Thus,theyareinarelativelyactivepositioninconsumeractivitiesandaremorerational.Besides,consumersarenotcontentwiththeexistingsimilarchoicesandstarttopursuethingsthatcanrepresenttheirpersonality.Theyarenotjustlisteningtowhatsellerstellthemandthenmakepurchases.Theyounggenerationespecially,liketomakeacomprehensiveresearchonproducts.Theyresistmarketingcampaignsledbysellers.Instead,theyprefertogetinformationfromtheirfamily,friendsorpeopleonthesocialnetwork.Theydecidewhatkindofproductstheywantanddeliverthosedemandstoproducers.Asaresult,themarketingmodelofmultinationalcorporationsneedstobeadjustedaccordingly.Moreexchangesaremadebetweenthemarketerandconsumer.Incontrasttothetraditionalmodes,marketingmodesin“Interne+”erafocusandsetoutfromconsumersinsteadofproducts.Concretemarketingstrategiesaredesignedandlaunchedwithmoreconsiderationstotheconsumer.3.RelevantViewsandTheoriesaboutMarketingofMultinationalCorporationsThemarketinggoalofmultinationalcorporationsistoachievesalesgrowthbybetterserveconsumerneeds.Theyfacethedilemmaofreducingcostandrespondingtolocalconditions,whichtendstoraisecosts.Thisdilemmabecomesathemethatrunsthroughthemarketingactivitiesofmultinationalcorporations.Afteryearsofdiscussion,theglobalmarketingstrategywhichaimsatintegratingresourcesindifferentregionsaswellasachievinglowcostandlocalizeddesignatthesametime.Nowthatthegeneraldirectionofthemarketingstrategyisdefined,specificmeasuresshouldalsobedesigned.Theclassicstructureof4Psusedtobeadoptedbymanycorporationsandisstillpopular,butwiththeshiftofcustomerroleinmarketing,itcannotbeappliedintheoldway.3.1Themarketingtheoryof4PsThemarketingmixreferstoagroupofchoicesthatacompanyprovidestothetargetedmarket.Companiesdesignandimplementthemarketingmixbasedontheresourcesofthecompany,theexternalenvironmentandcompetition.Awell-organizedmarketingmixcanbringabouteconomicbenefits.Themarketingtheoryof4PswasfirstputforwardbyJeromeMcCarthyinthe1960s.PhilipKotlermadefurtherconfirmationofthemarketingmixbyapplyingthe4Ps.Itdividesthemarketingmixintofourbasicelements:product,price,placeandpromotion.Byoptimizingandcoordinatingthefourelements,asuccessfulmarketingcampaigncanbecreated.Thistheoryisproduct-centeredandallthemarketingcampaignsaredesignedfortheproduct.Manufacturersmaydesignthemarketingmixwithmoreconsiderationoftheirowncompetenceandgoalinsteadofconsumerneeds.Therefore,itmaybeinapplicableinthecurrentsituation.3.2Themarketingtheoryof4CsCorrespondingly,RobertF.Lauterbornproposedthemarketingtheoryof4Csin1990.The4Psarereplacedbyconsumer,cost,convenienceandcommunication.The4Csiscustomer-orientedandfocusmoreoncustomersinsteadoftheproducts.Thistheoryseemsmoreconsistentwiththeconsumptiontrendin“internet+”era,butinthecaseofmultinationalFMCGcorporations,combiningthe4Psand4Csisabetterchoice.Combiningthetwotheoryistooptimizethetraditionalmarketingmixof4Psbyintegratingthecustomer-orientedconceptof4Csaswellasexploringnewcompetitiveadvantagesresortingtothe4Cs.Accordingtothestatistics,dealsvalued4.081trillionyuanhadbeendoneintheonlineretailingmarket,accountingfor22.7%ofthetotalretailsalesofsocialconsumergoods.Theonlinechannelisrisingbuttheofflinechannelisstillinamoredominantposition.Theprosperityoftheinternetcreatesopportunitiesforemergingbrands,butitimposesthreatstomatureinternationalbrands.Therefore,it’scrucialformultinationalFMCGcompaniestocombinethe4Psand4Cs.The4Cstheoryismoreadvantageousincommunication,promotionandimprovingtheconvenience.The4Pstheory,ontheotherhand,isessentialincompletingthefullprocessofmarketing,forexample,displayingtheproductsandenhancingcustomerexperiences.4.FastMovingConsumerGoodsFastmovingconsumergoodsaregoodsthathaveashortusagelifeandhighconsumptionfrequency.Theyarecloselyrelatedtopeople’slifenomatterwhatsocialstatustheybelongto.Nowadays,FMCGindustryhasbecomethelargestindustryintheworldandthecompetitionisbecomingincreasinglyfierce.Marketingplaysacrucialroleinmaintainingcompetitiveadvantagesanditisimportantforenterprisestodesigntheirmarketingstrategiesbasedonthecharacteristicsoftheproducts,whichwillbediscussedinthischapter.4.1CategoriesandcharacteristicsoffastmovingconsumergoodsFastmovingconsumergoodscanbedividedintothreemaincategoriesaccordingtotheproductfeature:dailychemicalproducts,packagedfoodandbeverageandtobaccoandalcohol.Dailychemicalproductscanbefurtherdividedintopersonalcareproductsandhomecareproducts.Personalcareproducthasrelativelyhigherprofitsandshorterlifecyclethanhomecareproducts.Amongallthethreecategories,packagedfoodandbeveragecanbringthehighestprofitwithintheshortestcycle.Tobaccoandalcoholareprofitablebutcanbeunderstrictcontrolbythegovernment.AlthoughOTCisalsoregardedasfastmovingconsumergoods,wedonotinvolveitinthediscussioninthisthesisbecauseofitsparticularity.Therearethreemaincharacteristicsthataffectmarketingdecision.First,fastmovingconsumergoodsoftenhaverelativelylowunitprices.Consumersmakequickpurchasedecisionsandimpulsepurchaseiscommonfortheconsumptionoffastmovingconsumergoods.Besides,thelowunitpricemeansrelativelylowerunitprofit.Producersmakeprofitsfromquickturnovers.Second,fastmovingconsumergoodsfeatureahighlevelofhomogeneityandstrongsubstitutability.Productionoffastmovingconsumergoodsrequiresalowleveloftechnologyanddifferentmanufacturershavesimilarproductionequipment,procedureandtechnology.Productsprovidedbydifferentmanufacturershaveidenticalfunctionsandcanbereplacedbyeachothereasily.Third,consumershavealowlevelofloyaltytowardsaparticularproductorabrand.Switchingfromdifferentproductsorbrandswillnotcausealmostanyadditionalcost.Therefore,theirpurchasedecisionsmaychangeeasilyduetofactorslikethepackagedesign,thepromotionactivityortheatmosphereofthestore.4.2CurrentsituationofmultinationalfastmovingconsumergoodsAccordingtothemonopolistictheoryputforwardbyStephenH.Hymer,multinationalcorporationscanbeheldbackbytheliabilityofforeignnesscausedbyunfamiliaritytothecultureandregulationsofthehostcountry.Thereasonwhytheycanstillachievegoodperformanceandcompetewiththelocalenterprisesisthattheyhavecertainmonopolyadvantagesintechnology,managementorotheraspects.Theseadvantagesoffsetthecostaddedbytheliabilityofforeignness.Generally,multinationalcorporationsinFMCGindustryhavelargerscalescomparedwithdomesticcorporations.Theyhaveadvantagesoverdomesticcorporationsincapital,researchanddevelopmentcapacity,businessscope,categoriesandnumberofproducts,brandinfluenceandsoon.CompanieslikeP&G,Unilever,Mars,Hennessyleadthedevelopingtrendintheirrespectiveindustries.However,despitegapsincapital,technologyanddevelopment,domesticFMCGcompaniesarerisinginthemarket.Theyaremorefamiliarwiththecultureandpoliciesofthedomesticmarket.TheymayobtainalargermarketsharebyinvestingmoreinR&Dandmarketing.Withlow-costdistributionandpromotionchannelsbeingavailable,emergingdomesticFMCGcorporationsaremorelikelytonarrowthegap.Nowemergingsmallbrandsareattractingmoreandmoreyoungpeople.Theyounggenerationbelievesthatnewbrandsaremorecreativeandbetter.Commonbrandsandchannelsarenolongerattractivetothem.RecentresearchconductedbyMcKinseyshowsthattheyounggenerationwhosepurchasingpowerisfourtimeshigherthantheoldergenerationwillnotchoosecommonpopularproductsfromlong-establishedcorporations.Therefore,itisdifficultformultinationalFMCGcorporationstomaintaintheirdominantpositiondependingonlyonthemonopolyadvantagesinthecurrentsituation.In-depthanalysisofthechangesandfuturetrendsofeconomicdevelopment,culturaldifferencesandconsumerbehaviorsinthetargetedmarketshouldbemade.InformationtechnologyandInternetplayanessentialpartinthewholeprocessofmarketing.Alibabaproposedtheideaofnewretailin2017,whichindicatesthechangesinretailmarket.Newretailisthenewformofretailindustrysupportedbybigdata,AIandtheInternet.Itcreatesmorehumanizedcustomerexperienceandmeetsthedemandofconsumptionupgrading.ThemarketgrowthrateofannualFMCGconsumptioncontinuedfallingsince2013from8%to3.6%,buttheinflectionpointemergedin2017andtheratewentbackto4.3%ReportofChineseFMCGMarketof2017releasedReportofChineseFMCGMarketof2017releasedbyKantarWorldpanel5.MarketingStrategiesofMultinationalFCMGCorporations’in“Internet+”EraAsnoted,changesincustomerbehaviorandchallengesfromlocalenterprisesin“Internet+”erarequestmultinationalFMCGcorporationstoredesigntheirinternationalmarketingstrategy.Customer-orientedlocalizationstrategiessupportedbyanalysisofinformationanddatashouldbeimplementedthroughthewholeprocessofmarketinginChinesemarket.Inthischapter,thereformationofmarketingstrategieswillbediscussedfromanearlierinvestigationstagetotheimplementationstage.Fortheimplementationstage,themarketingtheoryof4Pswillbeusedtoorganizetheideaandasmentionedbefore,theviewofthe4Cstheorywillalsobecombinedforabetteraccommodationtothemarketingenvironment.5.1ApplicationofInternetinmarketingresearchMarketingofmultinationalcorporationsisdifferentfromdomesticmarketinginthatmultinationalcorporationsneedtohaveacomprehensiveunderstandingofnationalorregionaldifferences.Thatmeansthemarketingresearchneedsto