文档介绍：跨国公司本土化战略及其启示
三江学院
本科生毕业论文
题目跨国公司本土化战略及其启示
经济学院院(系) 国际经济与贸易专业
学生姓名江嘉莉学号 B08181067
指导教师周春应职称讲师
指导教师工作单位南京林业大学
起讫日期 -
摘要
二十一世纪是经济全球化的时代,跨国经营作为一种新潮,将成为各国企业常用的经营方式。
本土化战略强调,针对目标市场的不同消费群体不同的需求,设计和营销产品,因为是不同的地理和文化环境,所以必须制定好有效的战略。
随着本土化现象越来越普遍,跨国公司在东道国实施研发、采购、人力资源、产品、销售渠道、3>资本运作等的本土化战略,已全方位融入当地国经济,取得了巨大的收益。其在本土化经营中实施以顾客为向导的调研,进行有效的跨文化沟通,以全球视觉进行资源配置和进行持续的营销创新等成功经验,值得我国借鉴。
本篇文章会从跨国公司本土化的起因、跨国公司本土化各个方面的战略、对中国企业的影响启示以及举例分析家乐福企业的跨国经营。
关键词:全球化;本土化;跨文化沟通;借鉴经验
ABSTRACT
With the continuous development of economic globalization, localization of multinational corporations in the mon phenomenon, panies in China to implement R & D, procurement, human resources, products, sales channels, capital operation and other localization strategy, have all-around blend in economy of our country, gained huge profit. In the management of customer oriented research, carry out effective cross-munication, with a global vision for the allocation of resources and the continuous innovation of marketing experience, is worth our country enterprise to draw lessons from.
Transnational corporation R & D, procurement, human resources, products, sales channels, capital operation and other aspects of localization strategy, all-around already assimilated into the local economy, gained huge profit. In the management of customer oriented research, carry out effective cross-munication, with a global vision for the allocation of resources and ongoing marketing innovation and essful experience, this article from the aspects of localization strategy o
f multinational corporations and its effect to make a statement analysis.
Key words: globalization;localization;Cross munication;Draw lessons from experience
目录
1第一章绪论
3第二章跨国公司实施本土化战略的动因分析
跨国公司本土化更易吸引人才
6第三章跨国公司本土化战略分析