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毕业论文论文题目：从肯德基与麦当劳的市场战略差异看跨国企业的本土化战略动机作者所在系部：外语系作者所在专业：英语作者所在班级：B08711作者姓名：马方家作者学号：20084071128指导教师姓名：白桂荣完成时间：2012-6-2北华航天工业学院教务处制MotivationAnalysisofTransnationalCorporation’sLocalizationthroughtheKFCandMc.Donald'sMarketingStrategyDifferencebyMaFangjiaThesisAdvisor:BaiGuirongSubmittedtotheB.A.CommitteeinpartialfulfillmentoftherequirementsoftheDegreeofBachelorofArtsintheForeignLanguagesDepartmentofNorthChinaInstituteofAerospaceandEngineering指导教师情况姓名白桂荣技术职务讲师工作单位北华航天工业学院外语系指导教师评语指导教师评定成绩:指导教师签字:_________________年________月________日答辩委员会评语最终评定成绩:答辩委员会主任签字:__________单位(公章)______年_______月______日北华航天工业学院本科生毕业论文原创性及知识产权声明本人郑重声明：所呈交的毕业论文MotivationAnalysisofTransnationalLocalizationthroughtheKFCandMc.Donald'sMarketingStrategyDifference是本人在指导教师的指导下，独立进行研究工作取得的成果。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品或成果。对本论文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。因本毕业论文引起的法律结果完全由本人承担。本毕业论文成果归北华航天工业学院所有。本人遵循北华航天工业学院有关毕业论文的相关规定，提交毕业论文的印刷本和电子版本。本人同意北华航天工业学院有权保存毕业论文的印刷本和电子版，并提供目录检索与阅览服务；可以采用影印、缩印、数字化或其它复制手段保存论文；在不以营利为目的的前提下，可以公布非涉密毕业论文的部分或全部内容。特此声明毕业论文作者：指导教师：年月日年月日北华航天工业学院毕业论文i摘要诚如马克思在资本论中的论述，21世纪以来，经济全球化以空前的速度和规模席卷了世界各地，不甘落于人后的各国企业家纷纷奔走于新老市场之间，然而，结果并不尽如人意，成功只眷顾了他们当中的一小部分。作为失败的教训，本土化战略的推行并未引起经济学家们预期的重视，仍旧有相当多的企业输在了本土化战略上，丧失了抢占新市场的先机，甚至结束了他们的国际之旅。本文正是以此为背景展开论述，从跨国企业进军国际市场失利的重要原因——本土化战略为切入点，以肯德基和麦当劳进军中国市场之战为例，深刻阐述跨国企业进入国外市场战略中，本土化战略的重要性，并放眼经济全球化的大局，从宏观的角度阐释本土化战略与经济全球化的内在关联，在此基础上，结合对未来经济走势的预测，为跨国企业进军国外新市场的战略提供理论建议与参考。关键词：本土化市场战略全球化北华航天工业学院毕业论文iiAbstractJustasMarxstatedinDasKapital,theeconomicglobalizationhassweepeverywherearoundtheworldatanunprecedentedspeedsincethe21stcentury.Theentrepreneurswhodon’tmeantostragglealongbehindtheothersstarttoexploitnewmarkets.Unfortunately,failuremeetsthemajority.Asalesson,thepracticeoflocalizationstrategydoesn’treachtheleveleconomistshasexpected.Alotofenterprisesstillfailinlocalization,losingtheopportunechancetoseizemarkets,evenendingtheirinvestmenttravelinforeign.Thepaperdissertsunderthisbackground,dividingthewholepassageintothreeparts:First,standingoneconomicglobalization,pointoutthatmultinationalcorporationsarebaffledininternationalmarketsbecauselackingoflocalization.Second,examplethewarKFCvsMcdonald’sinChinesemarketandexpoundtheimportanceoflocalizationininternationalmarketingstrategy.Then,theessayfocusesongeneralsituationofeconomicglobalizationtostudytheinner-shipoflocalizationstrategyandeconomicglobalizationandsupplytheoreticaladviceandreferenceformultinationalcorporationsmovingtonewmarkets,combiningwithpredictionoffutureeconomictrend.Keywords：localization,marketing,strategy,globalization北华航天工业学院毕业论文ContentsAbstractinChinese......................................................................................................................iAbstract........................................................................................................................................iiIntroduction.................................................................................................................................1Chapter1LocalizationStrategy’sBackground.......................................................................11.1Thebackgroundoflocalizationstrategy.................................................................................11.2Thedefinitionoflocalizationstrategy,economicglobalizationandmarketingstrategy..........................................................................................................................................3Chapter2KFCandMcdonald’sinChina................................................................................52.1TheindustrybackgroundofKFCandMcdonald’s.................................................................52.2Mcdonald’sfailinginlocalizationinChina........................................................................62.3Mcdonald’sandKFCinChina...............................................................................................8Chapter3Reproductionoflocalizationstrategy...................................................................103.1ThelocalizationstrategyofCoca-Cola.................................................................................103.2Thecasesofmultinationalenterpriseslocalizationstrategy..................................................11Chapter4Thetrendandprospectoflocalization..................................................................134.1Themotivationofmultinationalenterprises'localizationstrategy.......................................134.2Trendoflocalization.............................................................................................................14Chapter5Conclusion...............................................................................................................15Acknowledgments.....................................................................................................................16Bibliography..............................................................................................................................17北华航天工业学院毕业论文1MotivationAnalysis