跨国餐饮企业在华本土化战略研究——以百胜餐饮集团为例-study on localization strategy of multinational catering enterprises in china - taking yum catering group as an example.docxVIP

摘要上世纪80年代，随着中国门户的逐步对外开放，众多跨国企业纷纷来华投 资，取得了前所未有的发展。中国市场已经成为了众多跨国企业收入及利润的 最主要来源。然而，由于中西方的社会文化差异较大，从决策到研发，再到销 售，跨国巨头们越来越认识到“本土化”所带来的巨大收益。跨国餐饮企业更 是把本土化战略当成在中国市场上取得成功的重要法宝。研究跨国企业，尤其 跨国餐饮企业本土化战略具有非常高的理论和现实意义。在国家大力推进国内 企业“走出去”的背景下，跨国餐饮企业的本土化战略对中国餐饮企业“走出 去”具有很好的指导作用。本文主要针对跨国餐饮企业的本土化战略进行研究，首先，从要素配置、 文化差异以及市场需求三个角度对其本土化动因进行了分析。其次，主要围绕 百胜餐饮集团这样一个具有绝对代表性的、带有传奇色彩的跨国餐饮企业进行 本土化战略环境分析以及具体战略实施的研究。环境分析中，采用了PEST模型 以及企业资源能力分析，有助于从内外部环境了解百胜集团采取本土化战略的 优劣势。本文从采购、产品、营销、经营、人员、文化等多个维度解析百胜集 团在华本土化战略的具体实施。其中，在文化本土化中，本文采用了霍夫斯塔 德的“洋葱模型”，非常具有创新意义。最后，本文采用钻石模型对我国餐饮 产业国际竞争力进行分析，并结合百胜集团本土化战略成功经验，对我国餐饮 企业本土经营和“走出去”提供了一些建议。AbstractIn the 1980s, with the gradual opening, many multinational companies came to China to invest and achieved unprecedented development. China’s market has become the biggest source of their profits. However, due to difference in culture, multinationals became to realize the large profit “localization” produced. Multinational catering companies regard the localization strategy as the magic weapon of success in China. Research on localization strategy of multinational catering companies has both theoretical and practical significance. With the promotion of “go out” policy, localization strategy of multinational catering companies will be a guide for Chinese catering companies.This paper mainly studies the localization strategy of multinational catering companies. Firstly, analyze the motivations of localization strategy from threeaspects： resource allocation, cultural differences, and market demand. Secondly, thearticle focuses on the environmental analysis and implementation of localization strategy of Yum, a representative legendary multinational catering company. As to the environmental analysis, the paper uses the PEST model and enterprise resource capacity analysis. This paper analyzes the The specific implementation of the localization strategy of Yum from multiple dimensions, such as procurement, product, marketing, operations, personnel, and culture. The paper uses