Theoretical And Empirical Analysis Of Multinational Corporations' Localization Strategy

With the globalization of world economy, the multinational corporations' competitive environment and structure have changed significantly. On one hand, the trend of internationalization of manufacture, liberty of trade and investment, globalization of world market, with the remarkable improvement of transportation and communication, continuous decline of trade tariffs, the multinational corporations have to implement the Integration Strategy. They need to execute unitive management of various operations in various regions. On the other hand, different markets means the existence of diversity and otherness, which include government's policy, consumer' s taste, distribution channel and so on. The local responsiveness ability of subsidiary leads the multinational corporations to implement Localization Strategy. This paper study the relationship between Integration and Localization, analyze the realistic reason of Localization, expatiate the characters of multinationals' Localization in china, and put foreword some advises.