剖析联合利华的成跨国经营.docx

剖析联合利华的成功跨国经营内容摘要：本文介绍了跨国企业联合利华的经营案例，挖掘了背后的经营策略，深度剖析了联合利华作为一个成功的跨国企业，在不断不运动的内外环境下，如何确定经营战略，执掌国际贸易的大权。阐述了跨国企业联合利华对外投资的动机和方式以及经营的具体论述。最后本文指出，跨国企业经营中存在的不合理或者问题，给与不完全的解决方案以及对来发展的建议。Abstract：This paper introduces the multinational company Unilevers business case and business strategy, which are hidden in the deep.Then analyzes the Unilever, as a successful multinational enterprise,how to determine the operation strategy,at the continue movement of the internal and external environment, at last in charge of international trade. The paper clarify the way of multinational Unilever business andits motivation in foreign investment, and the specificmanagement. At the end of the paper points out that unreasonable or that exist in the transnational enterprise management problems, gives the incomplete solutions and Suggestions to develop.关键词：联合利华；国际化经营；内外部环境；投资动机；Keyword：Unilever；International operation；Internal and external environment；The motivation of investment；一．An overview of Unilever（一）The history of UnileverUnilever is one of the world top 500 and has offices in 75 countries around the world, with over 500 subsidiaries, the total number of employees nearly 300000 people, an annual turnover of more than $40 billion. Is the worlds second largest consumer products manufacturers, is one of the most profitable company in the world, is a famous multinational enterprises.According to the latest list of the worlds top 500, 2015, 153 Unilever, and operating income of $64.2518 billion, the profit of $6.8592 billion, year-on-year growth of 4.8%.In the 1890 s, William Heskith Lever, one of the founders of Unilever, then put forward the lighten the burden of housework, let users better life concept. Unilevers global vision: every day, we are committed to create a better future.In 1929, the Lever and the Dutch Margarine Unie company signed an agreement, to form a Unilever (Unilever) company. After 80 years of development, Unilever has became one of the worlds largest consumer products