Sony Corp. Localization Strategy In China And Enlighten Chinese Corporation Research

Under the multinational corporations entering into China getting faster, the world's top 500 multinational corporations are attaching more importance to China market, beginning to carry out localization strategy in China market. They transfer China market from a base for production and processing at early time into a huge market, and then shift R & D and marketing investment, which enhances the fierce competition with Chinese enterprises for talents, technology, products and so on. China enterprises not only face the competition with these multinational corporations in China domestic market, also face the competition in the international market.Although Sony Corp. is one of the earliest multinational enterprises to enter into China, the strategy of localization is implemented relatively late, but fast. And the results are very obvious. During only a few years, Sony China has been changing for Sony to grow into the fastest and the best returns branch in Sony's internal group. Its turnover has been over the Japanese homeland, ranking as the second largest branch after the United States.This article will try to quote the enterprises localization theory, using case analysis to analyze the reason, status and the experiences and lessons of Sony's localization, meanwhile, specifically bringing forward the inspiration and reference to international enterprises in China.This paper will be divided into four parts:The first part, First, this paper will outline main content about the theory of enterprises localization related, analyze the connotation of multinational corporations, globalization and localization, expatiate the strategy's types and TOC. The focus is to elaborate on the basis for the localization theory implemented by transnational corporations, why localization is the inevitable new strategy choice for multinational corporations in China.The second part will focus on the study of Sony's Localization strategy, use the strategic options and theory of constraints (TOC), as well as dominant advantage, product life cycle, Internalization Advantage Theory and the Eclectic Theory of International Production to analyze and discuss the operations, research and development, human resources, marketing and localization of corporate culture in Sony China in detail. After that, through Sony's case, experiences and lessons of Sony's implementation of localization in China will be concluded.The third part, through the analysis of survival operations, research and development, human resources, marketing, corporate culture localization analysis by Sony Corporation in China, in light of Chinese enterprises' current implementation of the international, this paper will try to find the problems existing in the process of the implementation of internationalization and localization and give some ideas for Chinese enterprises in transnational development.Part IV, in view of the actual situation of Chinese enterprises and the development ideas presented earlier, it comes the conclusion that multinational enterprises operations should be the path choice for Chinese enterprise. And through the detail discussion of localization of management team and factories, the use of local technological strength and focus on the localization of marketing, the use of local technological strength and focus on the localization of marketing, it will naturally comes the conclusion that localization is a good choice for the implementation of transnational operations of Chinese enterprises.