The Strategy, Policy and Impact on Multinational Enterprises


共10頁(yè)，.1.7萬(wàn)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世紀(jì)是跨國(guó)公司主宰全球的世界。將近30年來(lái)改革開(kāi)放和中國(guó)加入WTO越來(lái)越多跨國(guó)企業(yè)開(kāi)始進(jìn)入中國(guó)市場(chǎng)。全球500強(qiáng)企業(yè)已有400多家在中國(guó)以各種方式方法投資。本土化戰(zhàn)略是跨國(guó)企業(yè)的主要戰(zhàn)略之一。實(shí)施本土化的原因是針對(duì)中國(guó)市場(chǎng)需求的個(gè)性化和多樣化以及難以逾越的文化差異壁壘。由于近幾年貿(mào)易保護(hù)主義進(jìn)一步加強(qiáng),我國(guó)的出口企業(yè)不斷受到威脅。我國(guó)的企業(yè)也應(yīng)該大規(guī)模發(fā)展對(duì)外投資，在國(guó)外建立工廠，設(shè)立公司，進(jìn)行產(chǎn)品生產(chǎn)和銷售。該篇論文通過(guò)對(duì)在華跨國(guó)公司的戰(zhàn)略策略分析為我國(guó)企業(yè)的對(duì)外發(fā)展提供思路。該篇論文重點(diǎn)分析了跨國(guó)公司在我國(guó)的戰(zhàn)略策略并提出我國(guó)企業(yè)實(shí)施“走出去”戰(zhàn)略的發(fā)展設(shè)想。

關(guān)鍵字：戰(zhàn)略 策略 市場(chǎng)細(xì)分 品牌戰(zhàn)略 產(chǎn)品戰(zhàn)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

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2、吳文武，《跨國(guó)公司新論》，北京大學(xué)出版社2008.8
3、邱慶劍，《世界500強(qiáng)企業(yè)管理理念精選》，機(jī)械工業(yè)出版社2006.1