经济衰退期的外企营销策略及其影响研究（英文）

BRESTBUSINESSSCHOOLFormation par la rechercheMemoire de rechercheSujet du memoire:Research on the marketing strategy of foreign enterprises and itsinfluence in the period of economic recessionAuteur (etudiant):Nom LIPrenom:WenyiNom du Programme (Specialisation)suivi:MFJuly/2021Responsable(tuteur)du memoire:HOU DeshuaiAnnee de realisation 2021BREST BUSINESS SCHOOLAbstractIn recent years,with the opening up of China to the outside world,China has ushered ina new round of foreign investment boom in China.According to statistics,4/5 of the world'slargest 500 foreign companies have entered the Chinese market,these foreign companies haveadvanced technology and abundant funds,gradually the Chinese market as an important partof the global market,in adapting to the Chinese market at the same time,but also in themarketing strategy to make the corresponding transformation and adjustment.Since the international financial crisis in 2008,the world economy has not been optimisticand is facing many practical challenges,such as sluggish economic recovery,lack ofmomentum for growth and decline in trade and investment.Influenced by COVID-19 in2020,the global economy is seriously hurt.Global stock markets tumbled,oil prices fellbelow $30 a barrel,the dollar index stood at 101,and interest rates on U.S.Treasury bondshit a 10-year low.Even the World Bank has downgraded its forecast for world economicgrowth in 2020.The epidemic caused the world to experience the worst economic recessionsince the Great Depression,and global trade shrank sharply.On the other hand,the impactof the epidemic is intensifying the structural reshuffling among countries,deepening thestrategic game among major countries,and restructuring the global economic and tradepattern and order in the post-epidemic era.For China,on the one hand,the global economic recession,foreign companies in Chinaare facing import and export reduction,overcapacity and other problems.In the case offoreign manufacturers,for example,the global recession threatens a shortage of capital anddelays in projects,leading to delays in delivery of large equipment on time,overstockedwarehouses and a lack of cash flow.In addition,different countries respond to differentpolicies,foreign manufacturers financing difficulties limited capital turnover.Themanufacturing industry is characterized by long product design cycle and high cost.Outdatedequipment will be eliminated,and the manufacturing industry is faced with many difficultiesOn the other hand,the Chinese government's policy of actively responding to the epidemichas played a positive role in the marketing of foreign companies in China.The globaleconomic recession under the influence of COVID-19 has made foreign companies optimisticabout the Chinese market and become more enthusiastic about investing in China.Althoughaffected by the epidemic,the amount of international direct investment has been significantlyreduced,China's economy has been less affected than other countries due to