跨国公司本土化战略对中国企业的启示-以沃尔玛本土化经营为例

xxx学院本科毕业论文[跨国公司本土化战略对中国企业的启示—以沃尔玛本土化经营为例]学生姓名：xx学生学号：院（系）：经济与管理学院年级专业：国际经济与贸易指导教师：xxx讲师助理指导教师：二〇xxx年五月攀枝花学院本科毕业论文摘要I摘要随着经济全球化，世界贸易壁垒的减少，大型零售企业纷纷向国际市场进军，很多世界零售巨头如沃尔玛、家乐福、麦德龙等已经在跨国经营中取得的巨大的成功。本文基于跨国公司本土化战略的理论基础之上，对我国企业国际化经营的状况进行分析，发现我国企业存在着缺乏规模经济、竞争优势不可持续、企业文化欠缺的问题，紧接着以沃尔玛本土化经营为例，对沃尔玛的本土化经营战略进行剖析，借鉴沃尔玛成功之处。我国企业走出去必须发挥自身优势，把握国际分工有利的一环、构建人力资源管理本土化、积极开展本土化战略、培育具有竞争力的大公司等方面，这些，对于研究跨国零售企业的经营策略，有一定的代表性，对现阶段的中国零售业走出国门具有其重要性和现实意义。关键词：跨国公司，本土化战略，沃尔玛，启示攀枝花学院本科毕业论文ABSTRACTIIABSTRACTWiththeeconomicglobalization,theworldtoreducetradebarriers,largeretailcompaniesintotheinternationalmarket,alotofworldretailgiantssuchascarrefour,wal-mart,metrohaveachievedgreatsuccessintransnationaloperation.Basedonbasedonthetheoryoflocalizationstrategiesofmultinationalcompanies,analyzestheconditionoftheourcountryenterpriseinternationaloperation,foundthatthereisalackofeconomiesofscaleinourcountry,sustainablecompetitiveadvantage,lackofenterprisecultureproblems,followedbywal-martlocalization,forexample,localizationstrategyforwal-mart,wal-martsuccess,China'senterprisestogoouttodotheoverseasmarketanalysisandinvestigationofthemarket,choosetheappropriateinternationalgoalandpath,activelycarryoutlocalizationstrategy,focusonbuildingcorebrandconstructionandsoon,this,tostudytransnationalretailenterprisebusinessstrategy,hasthecertainrepresentative,forthepresentstageofChina'sretailbusinesshasitsimportanceandpracticalsignificance.Keywords：Multinationalcompanies;Localizationstrategy;Wal-mart;revelation攀枝花学院本科毕业论文目录目录摘要................................................................................................................................IABSTRACT.................................................................................................................II绪论...........................................................................................................................1一、跨国公司本土化战略概述...................................................................................1（一）跨国公司的定义............................................................................................1（二）本土化战略的定义.........................................................................................1（三）跨国公司本土化战略的动因...........................................................................11、降低成本....................................................................................................12、解决市场准入问题......................................................................................13、实行全球资源的有效配置............................................................................2二、我国企业国际化经营的现状...............................................................................3（一）我国企业国际化经营的特点...........................................................................3（二）我国企业国际化经营的现状...........................................................................31、缺乏规模经济.............................................................................................32、投资结构尚待完善，核心竞争力不足..........................................................43、企业文化的欠缺..........................................................错误!未定义书签。三、沃尔玛本土化战略概况.......................................................................................6（一）沃尔玛简介...................................................................................................6（二）沃尔玛的本土化经营战略剖析.......................................................................61、业态本土化.................................................................................................62、技术本土化.................................................................................................73、采购本土化.................................................................................................74、商品组合本土化..........................................................................................8四、沃尔玛本土化战略的经验与不足.......................................................................9（一）沃尔玛本土化战略的经验..............................................................................91、顾客至上的服务战略...................................................................................92、卓越的供应链管理......................................................................................93、优秀的成本管理能力.................................................................................10（二）沃尔玛本土化战略的不足............................................................................10攀枝花学院本科毕业论文目录1、天天平价的低价策略在中国经营过程中产生了一些问题............................102、低价商品存在质量问题隐患......................................................................113、对中国法律的对抗....................................................................................11五、沃尔玛本土化战略对中国企业走出去的启示.................................................12（一）发挥自身优势，把握国际分工有利的一环....................................................12（二）构建人力资源管理本土化............................................................................12（三）积极开展其它方面的本土化战略..................................................................13（四）培育具有竞争力的大公司....................................................