摘 要：随着中国加入WTO组织，及中国经济持续高位增长，中国巨大的市场潜力得到了世人的瞩目。世界排名500强的跨国公司纷纷入驻中国，已成为中国经济发展的一大亮点。本文循着中国市场经济的特色，通过对2002年度《财富》世界排名第416位的法国拉法基(Lafarge)集团所属德高(Davco)化工建材公司进入中国市场后的发展轨迹，阐述了德高建材公司在品牌策略、销售渠道、价格体系等方面，在中国市场的应用与得失。作者意图通过对德高建材公司的市场操作案例分析，来加深市场战略的基本理论在实践应用中的理解，以及对跨国公司在中国市场运作提供一些值得讨论的思路与案例。

    关键词: 跨国公司 中国市场　 品牌策略 销售渠道 价格体系

    Abstract: With China’s access to WTO and continual development of economy, China has become the focus of attention in the world because of its huge market potential. More and more multi-national companies listed in fortune 500 come into china’s market, which has been a spotlight of china’s economy.
    This paper based on China market economy, by describing the development track in china market of Davco Building Materials Co. which is owned by French Lafarge group as world ranking No.416 of fortune 500 in 2002, puts forward how Davco Building Materials C0. take action in brand strategy, sales channel, price system and so on, as well as points out its faults and gains.
    Through case analysis of Davco Building Materials C0., author intends to link marketing strategy theory to practice, meanwhile brings forward few valuable suggestions and ways of thinking towards multinational companies.

  Keyword：  Multinational company, China market, Brand strategy, Sales channel, Price system