肯德基的本土化战略分析研究 工商管理专业VIP免费

肯德基的本土化战略分析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。本文分析了本土化战略经营的必要性和重要性，同时结合肯德基本土化经营策略，分析了肯德基主要经营策略存在问题，并指出了具体改革策略。关键词：跨国企业，本土化，肯德基KFC'slocalizationstrategyanalysisAbstractMultinationalcompaniestoenterothercountriesinthemarketprocess,theonlylocalizationstrategyinordertoopenhiscountry'sconsumermarket.Localizationstrategiesofmultinationalcorporations,soughttoidentifythethelocalizationstrategycommonalitycontent.Thispaperanalyzesthenecessityandimportanceoftheoperationofthelocalizationstrategy,businessstrategy,combinedwithKFClocalizationanalysisKFCprincipalbusinessstrategyproblem,andpointedoutthatthespecificreformstrategies.Keywords:multinationalcorporations,localization,Kentucky目录毕业论文声明.....................................................................................1摘要.....................................................................................................21.引言..................................................................................................11.1写作背景.................................................................................21.2写作意义.................................................................................21.3写作目的和研究内容.............................................................32肯德基本土化战略的现状..............................................................33．肯德基本土化战略存在的问题及影响.......................................53.1存在的问题............................................................................53.1.1经营管理本土化不到位...............................................53.1.2产品/服务本土化不到位..............................................63.2影响........................................................................................63.2.1竞争实力受限...............................................................63.2.2资源利用不充分...........................................................63.2.3投资风险增加...............................................................63.2.4不利于树立品牌形象...................................................74.肯德基本土化战略存在问题的原因分析......................................74.1文化差异.................................................................................74.2管理差异.................................................................................85.完善肯德基本土化战略的建议......................................................95.1肯德基企业内部管理本土化.................................................95.2产品本土化...........................................................................116.结论................................................................................................12致谢...................................................................................................13参考文献...........................................................................................141.引言由于国际经济交流的扩大，生产与资本呈现出国际化趋势，交通条件和信息技术方面也获得了持续发展，一方面缩小了世界地理范围，另一方面也扩大了世界市场空间，经济一体化已经成为了整个世界的发展主流趋势，各个国家和地区经济已经发展和融合成为一个不可分割的...