Motivation Analysis of Transnational Corporations Localization through the KFC and McDonalds Mar.docx
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Motivation Analysis of Transnational Corporations Localization through the KFC and McDonalds Mar.docx
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MotivationAnalysisofTransnationalCorporationsLocalizationthroughtheKFCandMcDonaldsMar
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:
作者学号:
20084071128
指导教师姓名:
完成时间:
2012-6-2
北华航天工业学院教务处制
MotivationAnalysisofTransnationalCorporation’sLocalizationthroughtheKFCandMc.Donald'sMarketingStrategyDifference
by
ThesisAdvisor:
BaiGuirong
SubmittedtotheB.A.CommitteeinpartialfulfillmentoftherequirementsoftheDegreeofBachelorofArtsintheForeignLanguagesDepartmentofNorthChinaInstituteofAerospaceandEngineering
北华航天工业学院
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MotivationAnalysisofTransnational
LocalizationthroughtheKFCandMc.Donald'sMarketingStrategyDifference
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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
Abstract
JustasMarxstatedinDasKapital,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
Contents
AbstractinChinesei
Abstractii
Introduction1
Chapter1LocalizationStrategy’sBackground1
1.1Thebackgroundoflocalizationstrategy1
1.2Thedefinitionoflocalizationstrategy,economicglobalizationandmarketingstrategy3
Chapter2KFCandMcdonald’sinChina5
2.1TheindustrybackgroundofKFCandMcdonald’s5
2.2Mcdonald’sfailingin"localization"inChina6
2.3Mcdonald’sandKFCinChina8
Chapter3Reproductionoflocalizationstrategy10
3.1ThelocalizationstrategyofCoca-Cola10
3.2Thecasesofmultinationalenterpriseslocalizationstrategy11
Chapter4Thetrendandprospectoflocalization13
4.1Themotivationofmultinationalenterprises'localizationstrategy13
4.2Trendoflocalization14
Chapter5Conclusion15
Acknowledgments16
Bibliography17
MotivationAnalysisofTransnationalCorporation’sLocalizationthroughtheKFCandMc.Donald'sMarketingStrategyDifference
Introduction
Inrecentthirtyyears,amoreefficientcommunicationofinformation,transportationandfundsreducethetimecostanddistance.Alotofmultinationalcorporationsappearalongwiththenever-endingchangesandimprovementofinternationaleconomyalsothemorefiercecompetition.Theymaketheirendingsvariousbecauseofdifferentattitudesto“localization”duringtheirmarketingstrategy.Thethesismakesitsstatementbasedonthisbackgroundthatelaborateindetailsaboutimportanceoflocalizationstrategywhenmultinationalcorporationsmarchintotheinternationalmarket.Anditbeginstopicwiththereasonthattransnationalcorporationssufferasetbackinforeignmarkets---localizationstrategyandexemplifiesthebusinesswarbetweenKFCandMcdonald’sinChina.Ontheotherhand,thisessayputsitseyesonthegeneralsituationandstatestheinternalrelationbetweenlocalizationstrategyandeconomicglobalizationinmacroscopicalway.Basedonthese,thepaperprovidestheoreticaladviceandreferenceformultinationalcorporations’marchingintonewforeignmarketsnowadaysalongwiththepredictionoffutureeconomictendency.
Chapter1LocalizationStrategy’sBackground
Inthispart,thewriterwillmakeadetailexplanationofthelocalizationstrategy’sbackgroundinthefirstsection.Theninthesecondsection,writerwillintroduceindefinitionof“localizationstrategy”,“economicglobalization”and“marketingstrategy”.
1.1Thebackgroundoflocalizationstrategy
JustasMarxstatedinDasKapital,economicglobalizationhasenjoyedanapparentdevelopmentsince1980s.Whenitcomesto21century,theflourishofthemultinationalcorporationhasgreatlypromotedtheenhancementofthistrend.Theeconomicglobalizationhassweepeverywherearoundtheworldatanunprecedentedspeed.Alongwitheconomicglobalization,themarketingglobalizationputmorecompetitivepressureonlocalenterprises.Dependingondomesticmarketandresourcesseparatelyisfarfrommeetingtheirneedsofcompetition,sothatmoreandmoreentrepreneursandinvestorsshifttooverseas.
Unfortunately,lackingofknowledgeandtheoreticalguidancetothesituationandtheoveralltrendofjudgment,manycorporationsfailedinlocalizationstrategiesintheprocessofenteringaforeignmarket.Forexample,ChryslerCorporationmadeitsfuturestillgloomyintheyear2008,afteritsenteringinChinesemarketformorethantwentyyears,justbecauselackinginrecognizeoflocalization.Inrecentyears,theChryslerhasjustturnaroundthewholelosingsituationintosuccessthroughthecooperationwithChangchengCorporationundertheleadingofPhilMurtaugh---CEOofChryslerinAsiaPacificzone.Takingallaboveintoconsideration,manyprofessorsandscholarshasdevotedthemselvestothestudyofthelocalizationstrategyandeconomicglobalizationfromtheangleofcorporationmarketingstrategy.Duringtheprocessofeconomicglobalization,moreandmorecorporationsenteringtheforeignmarketshavesufferedfrustrationandfailurerepeatedly.Consideringthisphenomenon,manywell-knownentrepreneurs,professorsandscholarshasdiscussedonittoprovidetheoreticalguidanceforthecompanies’development.
Thisstrategyemphasizestogainmoredevelopmentby“adapting”.Similarly,BankofEastAsia(china)putforwardwith“Createthebestforeignbankoflocalization”andtheirdeputydirectorMr.SunMinjiepointsthat“IfforeignbankswanttokeepafootholdinChina,theirtopmanagementlayermustownvisionoflocalization,andotherwise,theirdevelopmentinchinawillhavedifficultyintakingastep”.Mr.YangXiangdong,themanagingdirectorofTheCarlyleGroupandchairmanofCarlyleAsianFondCommittee,pointsinChineseforumoftransnationalcorporationsthatlocalizationisthekeytosuccessformultinationalcorporations.TheCleaningCompanymaketheirfirstjobastryinghardtogroomlocalsurveystafffordoingalotofmarketingsurveystogetherdeeply.Thentheywillbuilduphugedatabaseforstudyinganddevelopingnewproductsalsoawaytoexploremarket.Theseallindicatethatmultinationalcorporationsattachimportancetolocalizationstrategyinstudyinganddevelopingnewproductsalsothewaytoexploremarket.
“Yum!
BrandsInchasbeenthemostsuccessfulforeigncompanyinChina”,thewriterofAbillioncustomers---fromtheChinesebusinessfirst,JamesMcGregorsaid.ThePresidentofYum!
BrandsInc,CEOoftheKFCandPizzaHutoncetoldjournalistthatthesuccessofKFCandPizzaHutinChinaduetothemanagementlocalization.WashingtonposthasalsoreportedinFebruary16th,2011“LocalizationleadKFCtosuccessinChina”.Asthetopofinternationalcateringindustry,Yum!
BrandsInc.isdifferentinChinafromtheothercompanies.EspeciallythesuccessofKFC’localizationstrategyinitiatesalotofthinking.
1.2Thedefinitionoflocalizationstrategy,economicglobalizationandmarketingstrategy
Localizationstrategymeanstoadjusttotheinternationalmarket.Localizationisastrategyforadaptingtotargetmarket,andstrivingtobeamemberofitbutnotaforeigncomer.Thisstrategyemphasizestogainmoredevelopmentby“adapting”.Thisstrategymainlyincludesfouraspects:
productionlocalization,marketinglocalization,humanresourceslocalization,studyanddevelopmentlocalization.
Economicglobalizationreferstoincreasingeconomicinterdependenceofnationaleconomiesacrosstheworldthrougharapidincreaseincross-bordermovementofgoods,service,technologyandcapital.Whereasglobalizationiscenteredaroundthediminutionofinternationaltraderegulationsaswellastariffs,taxes,andotherimpedimentsthatsuppressesglobaltrade,economicglobalizationistheprocessofincreasingeconomicintegrationbetweencountries,leadingtotheemergenceofaglobalmarketplaceorasingleworldmarket.Dependingontheparadigm,economicglobalizationcanbeviewedaseitherapositiveoranegativephenomenon.
Marketingstrategyisaprocessthatcanallowanorganizationtoconcentrateitslim
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