A Study Of MNCs' Localization Strategy In China

The swiftly developed economical globalization urges the multinational corporations (MNCs) to carry out diverting and innovating the investment strategic one after another, positively practice the localization strategy. The localization strategy has become one of essential strategies MNCs implement globalization strategy, and become one of the present main tendency MNCs develop. With the continual stable growth of the China economy and the improvement of the investment environment, MNCs rapidly launch the large-scale systematized investment to China. In recent years, MNCs carry out the localization strategy energetically in China, from the aspect of production manufacture, product brand, human resources, technical research and development, and so on. China quickly becomes the fever place MNCs implement the localization strategy.The thesis closely grasps the time background ----the economical global, synthetically utilizes the MNCs theory, the strategic theory and the enterprise management theory, bases the facts and data, to do the research on the MNCs' localization strategy in China. And it provides the theoretical and practice guide to the Chinese government's macroscopic decision and to our enterprises how to challenge the MNCs' competition. At the same time, it is used for the MNCs come to invest as well as the Chinese enterprises go out to invest overseas to refer.The thesis, including the introduction, consists of sever parts. Firstly, it introduces the background of economical globalization and the relationship between the MNCs' globalization strategy and the localization strategy. After that, it elaborates the theoretical basis, lays emphasis on the relative theories and ideas, and discusses the motives and the influences of the MNCs' localization. Further more, the thesis lays emphasis on the analysis of the MNCs' localization strategy in China, including the developing course, the primary factors to attract the MNCs' localization in China, and the main content of the MNCs' localization----the production localization, the marketing localization, the research and development localization, the human resources localization, the capital operation localization and the enterprise culture localization. Then it analyzes the case of Motorola to describe the MNCs' localization in China more vividly and concretely. Finally, the thesis summarizes the profound influence of the MNCs' localization on China, proposes the countermeasure and suggestion, and discusses the enlightenment the MNCs' localization in China brings in.