毕业论文DKS在中国市场本土化策略的研究.doc

题 目系 别 经济管理系 专 业 市场营销 班 级 2009级市场营销1班 学 号 200913010051 姓 名 岳文娟 导师姓名 李媛 职称: 2013年 3月XX日 合理充分地利用生产要素 3.4树立良好企业形象要高度重视促进餐饮业发展的重要性 4.2发展连锁经营需要配套体系的支持 实施全球视角的资源有效配置不同国家民族有着不同的文化背景Abstract In recent years, with the rapid development of economic globalization, the world famous food and beverage companies from manufacturing, human resources, marketing management, capital operation, technology research and development, vigorously promoting the localization business strategy, to make full use of the local resources, speed up the pace of market access, reduce the operational risk of multinationals, and ultimately improve the international competitiveness the company and the local sustainable development capacity, maximize interests overseas investment. Therefore, we can say, the localization management has become one of the necessary strategy in the Chinese market and global development and take the catering company, become a kind of strategic thought of foreign catering enterprises to open up and occupy the international market. Choose DKS company as a sample of this study has the following reasons: one is that DKS is the main market share is one of the three giant fast-food, influence from the market point of view, the majority of the two or three line of the city; the two is the DKS in China for so many years of successful business performance, it means the absolute localization marketing can be said to be high with the industry in the crown, this paper can point to study DKS deeply is the world famous fried chicken chain, at present, DKS has become the fastest growing fast food enterprises in the Chinese market. DKS is so successful, mainly depends on its marketing tactics in the Chinese market -- localization strategy. Firstly, this paper elaborates the concept of the Multi-National Corporation localization. Secondly, this paper discusses the mai