宜家的国际营销战略研究+精选.docVIP

宜家实行的国际经营战略的研究 学生姓名： 学 号： 学 院：国际经济与贸易学院 专 业： PAGE 2 1 内 容 摘 要 本文着眼于跨国公司实施国际化战略对本土化的要求，以宜家集团为例，通过简述并分析其战略选择及调整的背景和状况，说明此类战略调整对跨国公司具有可取之处。 本文首先简述了跨国经营战略中国际化战略与本土化战略的基本含义与优缺点，说明了适用于国际化战略的企业的特点。而后简述了宜家的国际化战略的选择及其特殊战略的应用，后分析了其国际化战略在经营中所遇到的问题和困难。 分析了宜家在华的本土化情况，对其本土化的实施做了SWOT分析。 通过以上分析并结合其他公司的例子，总结出：国际化战略中适当的本土化战略能够使企业更有活力，但前提是继续保持自己本有的核心竞争力。 关键词：国际化战略 本土化战略 宜家 核心竞争力 ABSTRACT It is focus on multinational companies implement the strategy of internationalization and the demands of localization. Make IKEA as an example to analysis of the strategic choice and adjustment of its background and status. To description such strategic adjustment has merits to transnational corporation. In this paper, first of all, briefly describes the basic meaning and the advantages and disadvantages of the Internationalization strategy and the localization strategy in transnational strategy. Illustrates the applicable to the characteristics of the internationalization strategy of enterprise. Then briefly describes the choice of Ikeas international strategy and the application of strategy. Analyzes the problems that were encountered in the operation The localization of IKEA in China was analyzed. Then made a SWOT analysis for the implementation of the localization. Through the above analysis and combined with other examples of the company. In the international strategy the appropriate localization strategy can make the enterprise more energetic. But only if it can continue to maintain its natural core competitiveness. KEY WORDS：Internationalization strategy Localization strategy IKEA Core competitiveness PAGE 16 目 录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc377301040 一、绪论 PAGEREF _Toc377301040 \h 1 HYPERLINK \l _Toc377301041 (一)文献综述 PAGEREF _Toc377301041 \h 1 HYPERLINK \l _Toc377301042 （二）研究的背景 PAGEREF _Toc377301042 \h 2 HYPERLINK \l _Toc377301043 （三）研究的目的及意义 PAGEREF _Toc377301043 \h 2 HYPERLINK \l _Toc377301044 二、宜家的概况 PAGEREF _Toc377301044 \h