跨国公司的战略策略及其影响

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原文档由会员 lzj781219 发布

The Strategy, Policy and Impact on Multinational Enterprises


共10页,.1.7万余字
Abstract: 21st century is a century in which the multinational enterprises dominate the globe. With China’s nearly 30 years reform and opening policy, and entry into WTO, more and more multinational enterprises will came to China. More than 400 enterprises of the world’s top 500 enterprises had already investment by various means in China. The main strategy of the multinational enterprises is localization. The reasons for carrying out localization are personalization needs and diversification as well as barrier of the culture. Owing to the trade protectionism further strengthening in the recent years, our exports were threatened frequently. Thus our country’s enterprise should massively develop foreign investment, establish factory, set up company, manufacture and sell overseas. This paper analyses the strategy and impact of the multinational enterprises and provides thread to our Chinese enterprises. The paper puts forward a “Walk out” strategy for the development of Chinese enterprises.

Key words: strategy policy market segmentation brand strategy

摘 要:21世纪是跨国公司主宰全球的世界。将近30年来改革开放和中国加入WTO越来越多跨国企业开始进入中国市场。全球500强企业已有400多家在中国以各种方式方法投资。本土化战略是跨国企业的主要战略之一。实施本土化的原因是针对中国市场需求的个性化和多样化以及难以逾越的文化差异壁垒。由于近几年贸易保护主义进一步加强,我国的出口企业不断受到威胁。我国的企业也应该大规模发展对外投资,在国外建立工厂,设立公司,进行产品生产和销售。该篇论文通过对在华跨国公司的战略策略分析为我国企业的对外发展提供思路。该篇论文重点分析了跨国公司在我国的战略策略并提出我国企业实施“走出去”战略的发展设想。

关键字:战略 策略 市场细分 品牌战略 产品战略


Outline

Ⅰ Brief introduction to the development of transnational enterprises in China
Ⅱ Analyze the strategy and policy on famous transnational enterprises in China.
A. P&G —market segmentation policy and advertisement policy
B. Nestle — brand strategy
C. Pepsi-Cola — product strategy
D. Samsung —sports marketing policy

III The impact of multinational enterprises on China
A. Challenges that multinational enterprises bring
B. Advantages that multinational enterprises bring
C. Walk out strategy for Chinese enterprises
IV Conclusion

Bibliography

1、甘亚平,谢文辉,《卓越营销》,中国时代经济出版社2004.1
2、吴文武,《跨国公司新论》,北京大学出版社2008.8
3、邱庆剑,《世界500强企业管理理念精选》,机械工业出版社2006.1

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