跨国企业的本土化战略——以肯德基为例新.docVIP

PAGE 1 跨国企业的本土化战略 —— 以肯德基为例 摘要 跨国企业在进军他国市场过程中，唯有采用本土化战略才能打开他国消费市场。本文对跨国企业本土化策略进行研究，力求找出本土化战略共性内容。本文分为四个部分。第一章为概述，主要介绍了随着世界经济一体化逐步形成，跨国企业承担着重要的经济使命，要想成功地经营，必须采用本土化战略。第二章为文献综述，对本土化战略定义和意义进行了深刻的剖析。第三章以肯德基本土化经营战略为研究对象，分析了肯德基整体本土化经营策略。第四章对全文进行了总结，分析了本土化经营的共性部分。 关键词：跨国企业，本土化，肯德基 Multinationals localization strategy- Take KFC for exampleAbstract The multi-national corporations into the other countries markets, only the localization strategy in order to open his country to the consumer market. Multinational localization strategy, the study sought to identify the localization strategy common content. This article is divided into four parts. The first chapter is an overview, the main plays an important economic mission as the world economic integration and gradually formed, multinational corporations, to be successful in business, we must adopt a localization strategy. The second chapter is the literature review, a deep analysis of the localization strategy definition and meaning. Chapter III of KFC localized business strategy for the study, analysis of KFCs overall localization business strategy. The fourth chapter of the full text of a summary analysis of the common part of the localization run. Keywords: multinational corporations, localization, KFC 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc332951733 毕业论文声明 PAGEREF _Toc332951733 \h 1 HYPERLINK \l _Toc332951734 摘要 PAGEREF _Toc332951734 \h 2 HYPERLINK \l _Toc332951735 1.概述 PAGEREF _Toc332951735 \h 1 HYPERLINK \l _Toc332951736 2.文献综述 PAGEREF _Toc332951736 \h 2 HYPERLINK \l _Toc332951737 2.1本土化的定义 PAGEREF _Toc332951737 \h 2 HYPERLINK \l _Toc332951738 2.2本土化的必要性 PAGEREF _Toc332951738 \h 2 HYPERLINK \l _Toc332951739 2.2.1经济全球化的发展 PAGEREF _Toc332951739 \h 2 HYPERLINK \l _Toc332951740 2.2.2当地市场环境的需要 PAGEREF _Toc332951740 \h 2 HYPERLINK \l _Toc332951741 2.2.3当地文化环境的要求 PAGEREF _Toc332951741 \h 2 HYPERLINK \l _Toc332951742 2.2.4政府鼓励外企本土化 PAGEREF _Toc332951742 \h 3 HYPERLINK \l _Toc332951743 2.3本土化的方法 PAGEREF