跨国公司在华本土化战略研究
本文主要论述了跨国公司本土化原因及利弊，并对在华本土化经营三大战略加以案例进行具体分析论证。由此可得初步结论：追求利润最大化的同时要做到迎合市场需求，让跨国企业更好地在中国实施本土化需要战略因素；战略是否成功则要看文化因素。最后探讨了跨国公司本地化的趋势，对中国本土企业的影响和面对此大方向时我方应做出的战略策略。
毕业论文关键词：跨国公司，竞争与生存，战略分析
The Study of Multinational Corporations Localization Strategy in China
Abstract: Along with economic globalization and China's accession to the WTO succeeds, China has become a global strategic multinational companies and the fastest expansion in the most development potential markets in the world. Many large companies have invested in China have set up factories, in the investment process, is the localization of many multinational companies to the Chinese market's highest goal. In order to better meet China's huge market demand, as well as adapt to a highly competitive market and accelerate the pace of localization in China has become the consensus of many multinational giants. China's domestic enterprises in the face of powerful transnational corporations, should seek survival in the competition and development, and the success of multinational companies learn from their localization strategy in the institutional innovation and successful experience. China’s current accession’s pressing a major strategic task.
Localization management strategy in this paper, the multinational companies in China from the market, technology, culture, cost factors point to cases for specific analysis. Can get a preliminary conclusion that multinational companies pursuit of maximizing profit at the same time to meet the market demand, the multinational companies to better implement the strategy of localization need to factor in China; Multinational company localization strategy success depends on cultural factors. This paper also analyzes the main strategy with the localization of multinational companies in China and the case analysis, also analyzed its advantages and disadvantages in China's economy. Finally, discussed the trend of localization and local companies facing multinational corporations localization should make strategic policy.
Keywords: Multinational Corporations；compete and survive；strategy study
目 录
一、绪论 1
（一）论文研究背景及意义 1
（二）论文研究方法 1
二、跨国公司本土化原因 1
（一）跨国公司本土化内因 2
（二）跨国公司本土化外因 2
三、跨国公司本土化利弊 2
（一）跨国公司在华本土化优势 2
（二）跨国公司在华本土化弊端 3
四、跨国公司在华实施本土化主要战略4
（一）生产本土化 4
（二）营销方式本土化 5
（三）研发本土化 6
（四）实例分析—以欧莱雅在华本土化的特征和成果为例 7
五、跨国公司本土化趋势以及对中国本土企业影响10
（一）跨国公司管理本土化全球趋势及特征10
（二）跨国公司在华本土化对中国本土企业影响11
（三）相应启示和应对策略12
优尔、结论与展望12
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