Research On Localization Strategy Of Multinational Forestry Enterprise

With the development of localization, China as the biggest developing country is bridgedby multinational enterprises to fasten their international progress. Multinational forestryenterprises’ comes make up Chinese forestry investment lack, and bring in the advancedtechnology and management experiences, and play a part in the development of Chineseforestry economy and ecological civilization. However, when their business is transferred fromtheir home country to the host country, the foreign enterprises will encounter some problems inpolices, regimes, laws, cultures and languages, so they always take localization strategies toadapt the local circumstances. Combined with description study method, document summarymethod, theory analysis method and case analysis method, I start from the concepts of MNC(Multi-national Company) and FDI (Foreign Direct Investment), globalization andlocalization, and state the situation of Chinese forestry market and foreign investmentutilization, and their localization reason and their current situation, and emphasis the study ofmultinational forestry enterprises’ current development, influences, limits and localizationstrategies, including marketing localization (product localization, brand localization, channellocalization and price localization), research and development localization, productionlocalization, public relationship localization, culture localization and human resourceslocalization, and take the tycoon Stora Enso as a case to analyze, and on these account to makeproposals from the government and local enterprises. The innovation points of this paper is thatI target the multinational forestry enterprise as my study object combined with the theory andpractice, I analyze their localization strategies and put useful suggestions to our governmentand local enterprises.