摘要:在经济全球化的大背景下，跨国公司做为国家间和地区间经济交流的主要载体，对全球经济的发展起着至关重要的作用。对如何使跨国公司立足于陌生的市场这一关键性问题，学者提出了本土化这一经营战略。
本文从本土化的动因和理论依据分析入手，从跨国公司本土化经营战略的发展历程与现状和相关的文献资料入手，利用文献分析法、归纳分析法、探索性分析法等研究方法对在跨国公司本土化经营战略理论做一个浅析并争取在其实施路径上面提出建议。本文研究认为，跨国公司的本土化经营战略主要从生产制造、产品品牌、人力资源、营销管理、资本运营、技术研究与开发等方面入手，根据东道国市场环境的具体情况，做出相应的本土化经营战略，并结合东道国优势与跨国公司本身特点，寻求一条适合本公司的战略实施路径。
关键词：跨国公司 本土化 全球化 营销策略
ABSTRACT: In the context of economic globalization, multinational companies as the main carrier of economic exchanges between between countries and regions, the development of the global economy plays a vital role. On how to make the multinational companies based on the key problem of the stranger market, scholars proposed the localization operation strategy.
From the analysis on localization of motivation and theoretical basis, from the development course and current situation of the multinational corporations localization operation strategy, and related literature, this paper USES literature analysis, inductive analysis, exploratory analysis research methods, such as in a multinational company localization operation strategy theory to do a analyses and Suggestions on its implementation. This article research thinks, localization strategy of multinational corporations is mainly from the production manufacture, product brand, human resources, marketing management, capital operation, technology research and development, etc, according to the specific situation of the host country market environment, makes the corresponding localization operation strategy, and combining with the characteristics of host country advantage and multinational company itself and to seek a suitable for the company's strategic implementation path.
Keywords：Multinational corporation ；localization；Globalization；marketing strategy
