汇总外国公司在华的本土化策略研究.doc

外国公司在华的本土化策略研究 摘　要: 随着世界经济的蓬勃发展，经济全球化趋势的加强，跨国公司成为国际活动中的重要经济力量，深刻影响着世界经济、政治和社会生活。随着世界经济形势的变化，跨国公司也在不断调整自己的发展战略，以期适应甚至领导世界经济的发展潮流。由于不同国家、不同民族、不同的经济和消费结构以及不同的文化背景具有市场差异性，跨国公司在全球战略指导下，因地制宜实施本土化经营策略。本土化经营策略成为跨国公司实施其全球化战略而采取的必要策略之一。 在激烈的市场竞争中，为了适应中国的经济状况，跨国公司纷纷通过供应链的 采购、生产、市场营销等几个环节以及人力资源、研发、企业文化等几个方面，在华大力推行本土化经营策略，在中国业务的各个阶段加强当地的功能性能力，确定中国式的经营系统。 本文运用跨国公司对外直接投资的相关理论、竞争优势理论和一体化当地反应 模型，以数据及事实作为切入点，对跨国公司本土化经营策略的动因和具体表现进行了系统分析，并对其给我国的产业结构、技术、人力资源、企业带来的影响从正反两方面进行了研究，为我国政府的宏观决策和中国企业迎接跨国公司的竞争挑战提出了自己的思考。同时，为我国政府提供相关的政策建议，并为我国企业提出相应的应对 策略，也具有较强的现实意义。 关键词:跨国公司;本土化;战略 　Abstract : As we can see， the current trend of economic development, the localization of the multinational corporations will become inevitable trend as to the development of multinational companies, especially in the Chinese market. As the largest developing country, China is attracting the attention of all the global capital because of its continuous steady development enormous market potential, liberal policies，cheap labor，and qualified human resources. Especially after China’s accession to the WTO，multinational corporations is so optimistic about the prospects for China，its promising market potentials and its promising talents and sales networks，which speed up the localization process of the multinational corporations. Under the backdrop of economic globalization, multinational companies’ competitive environment and competitive landscape is under going a significant change. On one hand, because of the internationalization of producing，trading，the trend of market globalization, the improvement of transport and communications facilities, the continuous reduction of trade barriers in the business environment, multinational companies need to continue to operate on the basis of scattered in different geographical operating activities to create and maintain their long--term global competitiveness, and to reduce costs while improving the investment returns. It’s through the use of economies of sale in a variety of p