跨国企业的本土化战略——以肯德基为例摘要跨国企业在进军他国市场过程中，唯有采用本土化战略才能打开他国消费市场。本文对跨国企业本土化策略进行研究，力求找出本土化战略共性内容。本文分为四个部分。第一章为概述，主要介绍了随着世界经济一体化逐步形成，跨国企业承担着重要的经济使命，要想成功地经营，必须采用本土化战略。第二章为文献综述，对本土化战略定义和意义进行了深刻的剖析。第三章以肯德基本土化经营战略为研究对象，分析了肯德基整体本土化经营策略。第四章对全文进行了总结，分析了本土化经营的共性部分。关键词：跨国企业，本土化，肯德基Multinational'slocalizationstrategy-TakeKFCforexampleAbstractThemulti-nationalcorporationsintotheothercountries'markets,onlythelocalizationstrategyinordertoopenhiscountrytotheconsumermarket.Multinationallocalizationstrategy,thestudysoughttoidentifythelocalizationstrategycommoncontent.Thisarticleisdividedintofourparts.Thefirstchapterisanoverview,themainplaysanimportanteconomicmissionastheworldeconomicintegrationandgraduallyformed,multinationalcorporations,tobesuccessfulinbusiness,wemustadoptalocalizationstrategy.Thesecondchapteristheliteraturereview,adeepanalysisofthelocalizationstrategydefinitionandmeaning.ChapterIIIofKFClocalizedbusinessstrategyforthestudy,analysisofKFC'soveralllocalizationbusinessstrategy.Thefourthchapterofthefulltextofasummaryanalysisofthecommonpartofthelocalizationrun.Keywords:multinationalcorporations,localization,KFC目录毕业论文声明............................................................................................1摘要............................................................................................................21.概述.........................................................................................................12.文献综述.................................................................................................22.1本土化的定义................................................................................22.2本土化的必要性............................................................................22.2.1经济全球化的发展...............................................................22.2.2当地市场环境的需要...........................................................22.2.3当地文化环境的要求...........................................................22.2.4政府鼓励外企本土化...........................................................32.3本土化的方法................................................................................42.3.1经营管理本土化...................................................................42.3.2产品/服务本土化..................................................................42.4本土化的作用和意义....................................................................42.4.1开发亲和本土文化和居民习惯的产品或服务，增加市场占有................................................................................................42.4.2利用本土市场的有利资源...................................................52.4.3更好适应当地经济文化环境，降低投资风险...................52.4.4树立品牌形象.......................................................................53.肯德基在中国的本土化战略分析.........................................................63.1肯德基简介....................................................................................63.2肯德基发展现状–全球&中国...................................
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