Localization Strategy Research Of Dana Incorporation In China

At present,more and more foreign enterprises are coming to Chinese market."Localization management" is the focus for those enterprises.In this context,author wants to create a suitable strategy regarding the characteristics of the enterprise,which Can grasp the local market customers’ preferences.According to the Multi-National Corporation of Dana Incorporation as the background,author makes an elaboration and the analysis of its localization strategy,especially focusing on the advantages and disadvantages,opportunities and challenges.On the basis of implement situation of Dana localization strategy,author hopes to help Dana to develop a long-term competitive advantage.In this paper,a total of 7 chapters,author firstly raises the issue and the background of this issue,explains the importance and related strategy theory of this research;Secondly starting from the industries Dana belonging to,analyze the competitive structure of this industry,elaborate Dana’s localization on the following aspects:production management,human resources,localization marketing and Marketing.Finally,author explains the Dana’s internal strengths,weaknesses,external opportunities and threats by means of famous "SWOT model".Depend on the basis of analyzing and summarizing these factors,author proposes a suitable localization management strategy for Dana,and makes some recommendations on production operations,human resources,marketing and brand construction.This dissertation tries to link theory with practice,utilizing the studied strategic management of enterprise to Dana’s practical localization management strategy.Author hopes to establish a healthy and sustainable development for Dana,and make a contribution on their own.Giving suggestions on Dana’s localization strategy Can increase the possibility of implementation and lead to more realistic meaning.