The Research On Localization Strategy Of European Multinational Corporations

In the internationalization of production,trade and investment liberalization and market under the trend of globalization,multinational companies constantly positive shift in strategy and foreign investment.Due to government policies in different countries,consumer preferences,and culture exist difference,diversity,such as multinational companies operate in product standardization and specialization,increasingly pay attention to the subsidiary in the host country local flexibility and responsiveness,the localization of multinational corporation strategy came into being and developing.At present,the localization strategy has become one of most important strategies that a multinational company may take after entering into a new overseas market,multinational companies are no longer passive localization,but take the initiative to stand in the perspective of the host country,studies the comparative advantage of its value chain each link,the use of local resources in the most reasonable way,from manufacturing,marketing,product design,service concept,brand promotion,research and development,human resources and management system,etc.,actively respond to changing local consumer demand.At the same time,as China's ongoing economic stable growth and the improvement of investment environment,more and more multinational companies want to take on the Chinese economy fast,China has become one of the hottest investment areas worldwide,the localization of multinational companies for the Chinese market to develop the effective strategy.Based on European multinational companies in foreign direct investment for China to carry out the strategy of localization of the theme,the integrated use of monopoly advantage theory,product life cycle theory,internalization theory,theory of international production compromise theory and technology gap,with facts and figures as the breakthrough point,the systematic research of multinational companies in China implement localization strategy,measures and economic achievements,as accurately as possible the problems existing in the analysis of the localization strategy,and from practice to find solutions.In this paper,the more investment to be used for reference in multinational company,for our country enterprise how to meet the challenge of transnational corporations and how to go abroad to the international market investment provides a theoretical and practical problems such as the wizard.