從寶潔看跨國公司本土化對我國經濟的影響

國際貿易論文編號:GM176  包括:開題報告及任務書,論文字數:11089,頁數:16
目   錄

1.  跨國公司本土華理論綜述........................................... 2
1.1 跨國公司理論..................................................... 2
1.2 跨國公司本土化理論 ...............................................3
2.  跨國公司在華的本土化策略——以寶潔在華本土化為例 .................3
2.1 營銷本土化 .......................................................4
2.2 人力資源本土化................................................... 4
2.3 研發本土化  ......................................................4
2.4 產品品牌的本土化 .................................................5
2.5 企業文化的本土化................................................. 5
3.  跨國公司本土化的動因 .............................................5
3.1 突破貿易壁壘。................................................... 5
3.2 消除文化差異的需要............................................... 6
3.4 市場競爭更加激烈 .................................................7
3.  全球戰略的必然選擇 ...............................................7
4.  跨國公司本土化對我國經濟的影響 ...................................8
4.1 正面影響 .........................................................8
4.2 負面影響 .........................................................10
5.  我國應對國跨公司本土化采取的措施................................. 12
6.  結束語 ...........................................................14
參考文獻. ............................................................15
致謝 .................................................................16

摘  要

    隨著中國對外開放的程度日益加深和不斷履行中國加入世界貿易組織的承諾，中國的投資環境不斷優化，中國龐大的國內市場吸引著越來越多的國外公司進入中國。而隨著跨國公司對國內的生產、市場、資本、人力資源等依賴度增加，本地化經營成為其在華發展的基本方針。現代管理學理論普遍認為, 海外企業最核心的戰略就是實現本土化, 剖析跨國公司在中國經營成功的秘訣, 結論亦為成功的中國本土化營銷。
而已經進入中國19年的寶潔，在中國市場創造了飄柔，海飛絲，舒膚佳等本土化的品牌，無疑在本土化的營銷方面，寶潔已經很成功的融入中國市場。本文第一部分只是闡述跨國公司的理論，第二部分闡述寶潔公司在我本土化的趨勢，第三部分淺析本土化的原因，第四部分是跨國公司本土化給我國經濟帶來的影響，第五部分為應對措施，最后是結束語。
      
【關鍵詞】跨國公司  本土化  寶潔  影響

Abstract

As the deepening china’s opening, and the implementation of China’s promises when joined in WTO, China’s investment environment has been optimized. The vast domestic market is attractive to more and more TNCs (transnational corporations). And TNCs have further depended on domestic production, marketing, capital, human resource; the localized management becomes their route which TNCs develop in china based on. In modern management theories  overseas Enterprise’ cored strategy is localization. To analyze the, the conclusion of secret of TNCs’ success in China is the successful Chinese localization of marketing.
Since entering into China 19 years ago, P&G Corporation has owed “rejoice, head shoulders, safeguard” as its localization brand in China. It is no problem that P&G has successfully entered into Chinese marketing in the aspect of localization marketing. The first part of this thesis elaborates the theory of Multinational Corporation. The second part illustrates P&G corporation localization tendency in our country. The third part is to give brief analysis on the reason of localization. The fourth part states the influence on our economy. The fifth part is some measure we should take. The last is summary.

【Key Word】TNCs  Localization   P&G    influence