文档介绍：2010 届本科生毕业设计(论文) 题目: 肯德基中国地区本土化发展战略的研究学生姓名: 院系: 经济学院专业、班级: 国际经济与贸易学号: 指导教师:完成日期: 2010 年 06月二0一0年六月摘要跨国公司为实现经营全球化,势必面对不同的社会文化、企业文化以及语言等方面的差异,这些差异对跨国公司融入当地社会带来很大的障碍。许多经营领域具有很强的国别或地区特性,它们必须满足多种消费者的需求,因而需要一个本土化的战略。国际跨国企业全球化的优势在于先进的理念、雄厚的研发力量以及优质的产品,但是国际跨国企业在中国的成功必定依赖于本土化。目前,跨国公司在中国的本土化仍然在进行中,仍然有许多实施的策略和细节需要不断的深入和研究。肯德基成功的经验,体现在其全球战略、全球管理和全球责任与中国战略、中国管理和中国责任的结合。这一经验恰恰说明,跨国公司高度的全球化与全面的本土化是相互支撑互为因果的。肯德基是世界著名的炸鸡连锁企业,目前,肯德基已成为在中国市场最大、发展最快的快餐企业。肯德基之所以会如此成功,主要还是取决于它在中国市场的营销策略——本土化战略。关键词: 肯德基;本土化战略;跨国企业 KFC's development strategy of localization in china Abstract KFC's world-famous Fried chicken chain. Currently, the KFC in Chinese market has e the largest and fastest growing fast panies. Kentucky be so essful, mainly depends on marketing strategy in the Chinese market. Multinational enterprises globalization's advantage lies in the advanced idea, strong r&d power and high quality products. But multinational enterprises in China's ess must rely on localization. At present, the localization of panies in China are still there are still many implementation of the strategy and need further details and research. KFC's essful experience, reflected in its global strategy, global management and global responsibility and strategy in China , China's manageme nt bination of China. The height of the pany, globalization and localization of mutual support is fully cause-and-effect. Key words : KFC ; Localization strategy ; Multinational enterprises 目录摘要.................................................................................................. ................... Ⅰ Abstract .......................................................................................... .............................. Ⅱ引言.................................................................................................. ..................... 1 一、肯德基中国地区发展现状................................................................................... 2 二、肯德基在中国地区具体策略........................................................