跨国公司“本土化”战略研析.doc

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关键词:跨国公司,本土化,战略
ABSTRACT
With the rapid development of economic globalization, since 1990s, the famous
multinational corporations in the world, one after another, have taken great pains to
implement the management strategy of “localization”in the areas of producing and
manufacturing, product trademark, human resources, marketing management, capital
operation, research and developing, in order to fully utilize local resources, accelerate
the paces into the markets, reduce the business risk, improve the ability of
petitiveness and of the lasting-development in the local places, and
maximize the interest of overseas investment. From what is mentioned above,
therefore, we can e to the conclusion that the localization has already
e a kind of strategic thought in the direction of which the multinational
corporations exploit and occupy the international market.
Economic globalization and joining WTO provide the enterprises of our country
with more chances to enter the international market. With the advance of the
enterprise internationalization of our nation, panies certainly will be
confronted with the problem how we improve the ability of international
competitiveness by means of the localization in overseas markets. The operation of
the localization can better solve the deficiency in such aspects as fund, technology,
human resource, brand cognition degree of the enterprises of our country, which, in
turn, contributes to the enterprise's internationalization. Our enterprises, nevertheless,
should gradually forward the strategy of “localization”, deciding the degree and
content of localization according to the factors of enterprise advantage, the policy of
the host nations, the nature of the industry in which the enterprises run, and so on.
Starting from the backgrounds of the multinational corporations and the
“localization”strategy, this thesis introduces the change of the relation between the
multinational corporation and th