在华跨国公司经营本土化战略研究——以KFC公司为例.docxVIP

PAGE PAGE I 在华跨国公司经营本土化战略研究——以KFC公司为例 内 容 摘 要 本土化战略是跨国公司在扩大全球市场，顺利在东道国市场进行生产经营活动时所必须采取的经营战略。有效的本土化战略能够帮助跨国公司充分利用当地资源，降低跨国经营的风险，在东道国顺利进行生产经营活动，从而提高跨国公司在国际的竞争能力，最终实现海外投资利益最大化。研究本土化战略，为企业、政府就如何适应跨国公司本土化战略对经济发展带来的影响显得尤为重要。 本文通过对肯德基公司的本土化经营战略的研究，运用文献研究法、理论研究法、数据分析等研究方法，分析了本土化经营战略实施的重要性，从投资方式、行业分布和管理方式这三个方面简要阐述了在华跨国公司本土化经营战略存在的问题，结合肯德基公司本土化经营战略分析跨国公司在华本土化存在的问题，并希望可以在这些问题中为我国企业在开拓市场进行本土化战略实施提供借鉴。 关键词：跨国公司；本土化；肯德基 PAGE PAGE II Advertising Research Based on Price-Quality Matrix Abstract Localization strategy is a management strategy that multinational companies must adopt to expand the global market and successfully carry out production and operation activities in the host country market. An effective localization strategy can help multinational companies to make full use of local resources, reduce the risk of multinational operations, and successfully carry out production and operation activities in the host country, thereby enhancing the international competitiveness of multinational companies and ultimately maximizing the benefits of overseas investment. It is particularly important to study localization strategies for enterprises and governments to adapt to the impact of multinational corporations localization strategies on economic development. This paper analyzes the importance of the implementation of the localized business strategy through the research of KFCs localized business strategy, using literature research methods, theoretical research methods, data analysis and other research methods, from the investment method, industry distribution and management method. This article briefly describes the problems of the localization operation strategy of multinational companies in China, and analyzes the problems of localization of multinational companies in China in conjunction with KFCs localization management strategy. Provide a reference for the implementation of the strategy. Keywords：Multinational Corporations; Localization; KFC 目 录 TOC \o 1-3 \h