As the deepening china’s opening, and the implementation of China’s promises when joined in WTO, China’s investment environment has been optimized. The vast domestic market is attractive to more and more TNCs (transnational corporations). And TNCs have further depended on domestic production, marketing, capital, human resource; the localized management becomes their route which TNCs develop in china based on. In modern management theories overseas Enterprise’ cored strategy is localization. To analyze the, the conclusion of secret of TNCs’ success in China is the successful Chinese localization of marketing.
Since entering into China 19 years ago, P&G Corporation has owed “rejoice, head shoulders, safeguard” as its localization brand in China. It is no problem that P&G has successfully entered into Chinese marketing in the aspect of localization marketing. The first part of this thesis elaborates the theory of Multinational Corporation. The second part illustrates P&G corporation localization tendency in our country. The third part is to give brief analysis on the reason of localization. The fourth part states the influence on our economy. The fifth part is some measure we should take. The last is summary.