跨国企业的本土化战略分析研究以肯德基为例 工商管理专业VIP专享VIP免费

跨国企业的本土化战略——以肯德基为例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。本文分为四个部分。第一章为概述，主要介绍了随着世界经济一体化逐步形成，跨国企业承担着重要的经济使命，要想成功地经营，必须采用本土化战略。第二章为文献综述，对本土化战略定义和意义进行了深刻的剖析。第三章以肯德基本土化经营战略为研究对象，分析了肯德基整体本土化经营策略。第四章对全文进行了总结，分析了本土化经营的共性部分。关键词：跨国企业，本土化，肯德基Multinational'slocalizationstrategy-TakeKFCforexampleAbstractThemulti-nationalcorporationsintotheothercountries'markets,onlythelocalizationstrategyinordertoopenhiscountrytotheconsumermarket.Multinationallocalizationstrategy,thestudysoughttoidentifythelocalizationstrategycommoncontent.Thisarticleisdividedintofourparts.Thefirstchapterisanoverview,themainplaysanimportanteconomicmissionastheworldeconomicintegrationandgraduallyformed,multinationalcorporations,tobesuccessfulinbusiness,wemustadoptalocalizationstrategy.Thesecondchapteristheliteraturereview,adeepanalysisofthelocalizationstrategydefinitionandmeaning.ChapterIIIofKFClocalizedbusinessstrategyforthestudy,analysisofKFC'soveralllocalizationbusinessstrategy.Thefourthchapterofthefulltextofasummaryanalysisofthecommonpartofthelocalizationrun.Keywords:multinationalcorporations,localization,KFC目录毕业论文声明..................................................................................................................................1摘要..................................................................................................................................................21.概述...............................................................................................................................................12.文献综述.......................................................................................................................................22.1本土化的定义.....................................................................................................................22.2本土化的必要性.................................................................................................................22.2.1经济全球化的发展..................................................................................................22.2.2当地市场环境的需要..............................................................................................22.2.3当地文化环境的要求..............................................................................................22.2.4政府鼓励外企本土化..............................................................................................32.3本土化的方法.....................................................................................................................42.3.1经营管理本土化......................................................................................................42.3.2产品/服务本土化.....................................................................................................42.4本土化的作用和意义.........................................................................................................42.4.1开发亲和本土文化和居民习惯的产品或服务，增加市场占有..........................42.4.2利用本土市场的有利资源.............