跨国餐饮企业在华本土化战略-研究——以百胜餐饮集团为例.pdfVIP

Abstract In 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 three aspects ：resource allocation, cultural differences, and market demand. Secondly, the article 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 the “Union Model” to analyze the cultural localization, which is a new thing. Finally, uses the diamond model to analyze the international competitiveness of Chinas catering industry, and offer som