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..................................................
