跨国公司本土化策略的主要障碍及对策研究2.docVIP

摘要 在21世纪经济全球化的今天，企业为了能取得长久的发展，为了超越自己的竞争对手，已经不再将眼光局限于国内范围，它们面向着世界各地发展。公司在跨国经营业务时，采用着“本土化”策略。像产品土化、人力资源本土化、生产本土化、研发本土化等。本土化策略的实施不仅为跨国公司在国外市场带来了丰厚收益，也为在市场竞争获胜增加了筹码。跨国公司本土化在经济全球化的背景下俨然成为了企业发展壮大的一种趋势。企业要想获得生存和更好的发展，国际化线路是其必经之路.然而跨国公司本土化却面临着诸多问题，制约着企业自身的发展。本文分别从公司本土化的现状、外在因素和内在原因进行了分析，并对其本土化的策略决策进行了相应的探讨。 关键词：跨国公司;本土化;障碍;策略 Abstract localization has become a trend of the development of enterprises, international circuit is a path of the development for enterprises. in the fierce competition of the 21st century ,Enterprises in order to achieve long-term development and transcend their rivals, is no longer limited by the boundaries of the domestic to eyes. They geared to the needs of the development all over the world. In the international business, these companies accept localization strategy inevitable. Such as soil, the human resources localization, production localization, rd localization, localization strategy for multinational companies in foreign markets, winning increased leverage. Multinational company localization are faced with many problems, however, it restricts the development of the enterprise itself. This paper respectively from the present situation of localization company, external factors and internal causes are analyzed, and the localization is discussed.the corresponding policy decision. Keywords: multinational company, localization, obstacles 目录 一 跨国公司本土化的概念及其分类 （一）营销本土化...............................................4 （二）品牌本土化...............................................4 （三）人员本土化...............................................4 （四）采购和生产本土化.........................................5 （五）技术研发本土化...........................................5 二、三星在中国本土化案例分析 三、跨国公司本土化的现状和原因分析 (一)外部因素 1.东道国的国家政策和法律法规..............................