从肯德基与麦当劳的市场战略差异看跨国企业的本土化动机大学学位论文.doc

毕业论文 论 文 题 目： 从肯德基与麦当劳的市场战 略差异看跨国企业的本土化 战略动机 Motivation Analysis of Transnational Corporation’s Localization through the KFC and Mc.Donalds Marketing Strategy Difference 作者所在系部： 外语系 作者所在专业： 英语 作者所在班级： 作 者 姓 名 ： 作 者 学 号 ： 指导教师姓名： 完 成 时 间 ： 2012-6-2 北华航天工业学院教务处制 摘 要 诚如马克思在资本论中的论述，21世纪以来，经济全球化以空前的速度和规模席卷了世界各地，不甘落于人后的各国企业家纷纷奔走于新老市场之间，然而，结果并不尽如人意，成功只眷顾了他们当中的一小部分。作为失败的教训，本土化战略的推行并未引起经济学家们预期的重视，仍旧有相当多的企业输在了本土化战略上，丧失了抢占新市场的先机，甚至结束了他们的国际之旅。本文正是以此为背景展开论述，从跨国企业进军国际市场失利的重要原因——本土化战略为切入点，以肯德基和麦当劳进军中国市场之战为例，深刻阐述跨国企业进入国外市场战略中，本土化战略的重要性，并放眼经济全球化的大局，从宏观的角度阐释本土化战略与经济全球化的内在关联，在此基础上，结合对未来经济走势的预测，为跨国企业进军国外新市场的战略提供理论建议与参考。 关键词：本土化 市场战略 全球化 Abstract Just as Marx stated in Das Kapital, the economic globalization has sweep everywhere around the world at an unprecedented speed since the 21st century. The entrepreneurs who don’t mean to straggle along behind the others start to exploit new markets. Unfortunately, failure meets the majority. As a lesson, the practice of localization strategy doesn’t reach the level economists has expected. A lot of enterprises still fail in localization, losing the opportune chance to seize markets, even ending their investment travel in foreign. The paper disserts under this background, dividing the whole passage into three parts: First, standing on economic globalization, point out that multinational corporations are baffled in international markets because lacking of localization. Second, example the war KFC vs Mcdonald’s in Chinese market and expound the importance of localization in international marketing strategy. Then, the essay focuses on general situation of economic globalization to study the inner-ship of localization strategy and economic globalization and supply theoretical advice and reference for multinational corporations moving to new markets, combining with predi