跨国公司“本土化”战略研究-企业管理专业论文.docx

跨国公司“本土化”战略研究 跨国公司“本土化”战略研究 PAGE PAGE 2 摘 要 自 20 世纪 90 年代以来，随着经济全球化的迅猛发展，世界知名 跨国公司纷纷从生产制造、产品品牌、人力资源、营销管理、资本运 营、研究与开发等方面大力推行“本土化”经营战略，以充分利用当 地资源，加快市场进入步伐，降低经营风险，提高公司的国际竞争力 和在当地的持续发展能力，实现海外投资利益的最大化。因此，可以 说，本土化已成为跨国公司开拓和占领国际市场的一种战略思想。 经济全球化和加入 WTO，为我国企业带来更多进入国际市场的机 会，而随着我国企业国际化进程的推进，也必将面临如何通过海外市 场本土化提升国际竞争力的问题。通过本土化的运作，可以更好地解 决我国企业在资金、技术、人才、品牌认知度等方面的不足，进而加 快企业国际化进程。我国企业在实施本土化战略时应循序渐进的推 进，根据所在行业性质、企业优势、东道国政策等因素决定本土化的 程度及内容。 本文从跨国公司与“本土化”战略的背景展开论述，介绍跨国公 司与东道国的关系变化、跨国经营的环境差异、跨 国公司在东道国的 经营成本，进而介绍跨国公司“本土化”战略体系、以及实施“本土 化”战略对东道国的影响和东道国的应对策略；文章的最后从分析当 前我国企业开展跨国经营存在的问题入手，借鉴和采用跨国公司“本 土化”战略的成功经验，对我国企业如何更好的开展跨国经营这一问 导论 导 论 3 3 题进行深入研究。 关键词：跨国公司，本土化，战略 ABSTRACT With the rapid development of economic globalization, since 1990s, the famous multinational corporations in the world, one after another, have taken great pains to implement the management strategy of “ localization” in the areas of producing and manufacturing, product trademark, human resources, marketing management, capital operation, research and developing, in order to fully utilize local resources, accelerate the paces into the markets, reduce the business risk, improve the ability of international competitiveness and of the lasting-development in the local places, and maximize the interest of overseas investment. From what is mentioned above, therefore, we can safely come to the conclusion that the localization has already become a kind of strategic thought in the direction of which the multinational corporations exploit and occupy the international market. Economic globalization and joining WTO provide the enterprises of our country with more chances to enter the international market. With the advance of the enterprise internationalization of our nation, our companies certainly will be confronted with the problem how we improve the ability of international competitiveness by means of the localization in overseas markets. The operation of the localization can better solve the deficiency in such aspects as fund, t