The Problem Of Zeiss Company Localization Strategy And Countermeasure

With the rapid development of the globalization of the economy, multinational companies also will grow and develop. Especially since the beginning of the21st century, with the rapid development of science and technology, the global market multinationals face a huge change. Enterprises in order to maintain its unique competitive advantage, have launched their own localized competitive strategy.With China’s economic development in recent years, especially after the2008financial crisis, the European economic stagnation rather steady development of China’s economy, more and more concerned about the Chinese region Zeiss. In this context Zeiss according to China’s actual "Win in China" strategy, how to implement good localization strategy is the most important issue on the management of the Zeiss.Localization strategy with multinational development theory combined to study the impact of the Carl Zeiss company the localization strategy decision-making environment, on the relationship between the Zeiss operating strategic choice and the globalization of this phenomenon, the multiple dimensions of analysis Zeiss Company localization success and shortcomings, combined with the actual situation and the problems of the international operations of Chinese enterprises, and make relevant recommendations. This paper is divided into six chapters. Enterprise localization theory first expounded, multinationals, and globalization and localization, general description of the type of strategy and the theory and research status. Then focus on a detailed description of the formation and development of the theory of the multinational localization strategy, multinationals localization strategy selected inevitability, and the Zeiss Company localization strategy carried elaborate. Followed by the internal and external environment of Zeiss research, analysis and SWOT analysis Zeiss localization strategy. Zeiss company in China by analyzing the purposes of business processes, product development, human resources and corporate culture of the localization process, inadequacies found Zeiss localization strategy. Found insufficient to make recommendations for improvement.