STUDY OF CHINESE COMMERCIAL POSITIONING ON THE WORLD MARKET: A MULTIDIMENSIONALITY FROM THE CONQUEST BY THE PRICE TO MASSIVE IMPLANTATION

China has an old tradition in industry and trade. It remains today one of the world's leading powers of international trade. If it has always inscribed its commercial exchanges within a global strategic framework, it will be difficult to understand this strategy without analyzing the Chinese market positioning in the global market by identifying this multidimensionality strategy that combines macro and micro levels. On the macro level, China maximizes its membership in international bodies of trade to make maximum benefits. On the micro level, its firms adopt a flexible marketing mix based on target country markets to conquer, indeed , entire continent to conquer: The present article analyses this strategy through three types of markets: Those of Developed Countries where the products of both blocks play “cat and mouse;” those of the Underdeveloped countries in Africa where the emphasis is laid on "South-South" cooperation and Developing countries, such as Morocco, where it is getting massively implanted by a convenience or proximity trade.