Abstract:In the 21st century, under the background of global economy integration, the multinational corporation represents an important role on driving rapid growth of global foreign economic trade, and simultaneously it integrates the host country into economic integration system, strengthens the economical intercourse among various countries, which is an irreversible trend that various countries develop in one common system.
The multinational corporation has entered China more than 30 years and formed a mutual recognition that if it wants to develop long-term in China, the only way is to implement the localization strategy. The study of the localization strategy in China of the multinational corporation is helpful for us to formulate the corresponding policies and regulations to standardize the multinational corporation in our country’s investment behavior. At the same time, there is a good reference for our country’s multinational corporation to conduct the overseas investment. This article has a systematically analysis of the multinational corporation characteristic, formed with the development process as well as multinational corporation’s correlation theories. Take Coca-Cola Company for example, the text elaborates the multinational corporation with emphasis in China’s core localization strategy, from the brand, the production, the advertisement, the packing and so on to propose the localization strategy’s formulation and the implementation. From all these factors, there will be some suggestions of management to China’s company and sincerely hope the readers can learn some management skills from Coca-cola’s success.
Key words: multinational corporation; localization strategy; Coca-Cola Company
Table of Contents
Abstract
摘要
1. Introduction-1
2. Localization Rationale of the Multinational Corporation-3
2.1 Strategic introduction and option of the Multinational Corporation-3
2.1.1 Definition of the Multinational Corporation-3
2.1.2 Definition of Strategy-4
2.1.3 Localization—the Strategic Option of the Multinational Corporation-5
2.2 Theories of Localization Strategy in the Multinational Corporation-5
3. The Localization Strategy of the Multinational Corporation in China-7
3.1 The Reason for the Multinational Corporation Practicing Localization Strategy-7
3.1.1 Low comprehensive production cost-7
3.1.2 Meeting the consumer’s demand-7
3.1.3 Establishing the favorable corporate image-8
3.1.4 Blending of Chinese national culture-8
3.1.5 Adapting the demand of the local market-8
3.2 The Condition of the MNCs’ Localization Strategy in China-8
4. Development Process and Competitive Environment of Coca-Cola in China-10
4.1 The development Process of Coca-Cola in China-10
4.2 Coca-Cola’s Major Competitor in China-11
5. Coca-Cola: the Successful Localization Strategy in China-12
5.1 Brand Naming Localization-12
5.2 Production Localization-12
5.3 Human Resource Localization-12
5.4 Advertising Localization-13
6. Conclusion-14
References-15
Acknowledgements-16
