摘 要:2010年，中国已经超越日本成为世界第二大经济体，吸引着全球无数的优秀企业进军中国市场，并把中国市场作为海外市场开拓发展的重心，制定公司的核心战略。在进入中国之前，这些企业都对中国市场进行了深入的研究和分析，充分与中国民族文化以及消费习惯相融合。例如KFC这样的洋快餐之所以能在中国市场获得成功，就是得益于他将本土化的经营价值理念发挥得淋漓尽致，在中国市场取得了巨大成功。
此外，中国改革开放已经30余年，国际公司在华投资规模已经进入了快速发展新时期，国内企业纷纷走出国门，积极参与国际竞争。跨国公司在华本土化经营的成功经验，对我国企业的本土发展及国际化进程具有很好的借鉴意义。
面对不同的市场环境、文化背景、价值观念以及审美观，跨国公司都不能将完全相同的管理方法、经营理念运用到两个文化背景不同的国家。任何跨国公司在实施跨国经营时，都必须制定符合当地文化、政治、经济的经营战略，这就是本文研究的主题——本土化战略。
关键词：跨国公司；肯德基（中国）；本土化
ABSTRACT:In 2010, China has overtaken Japan that become the world's second-largest economy, attracting numerous outstanding global enterprises into the Chinese market, making the Chinese market as the focus of the overseas market development, enacting the company's core strategy. Before entering China, these businesses are carried on the thorough research and analysis for the Chinese market, integrating with Chinese national culture and consumption habits. Such as KFC, a western fast food can succeed in the Chinese market, is benefited from his localization business value concept that be developed to get incisively and vividly, and achieved great success in Chinese market.
In addition, on the basis of the development of reform and opening in the past 30 years, China's overseas investment has entered a rapid development stage in the new historical period, the domestic enterprises go abroad to participate in international competition actively. The successful experience of the localization of multinational company has the very good model significance for local development and internationalization of enterprise.
Facing the different market environment, cultural background, values and aesthetic view, multinational companies can use exactly the same management method, management idea to the two cultures of different countries. Any multinational companies in the implementation of transnational operation must set in accordance with local cultural, political, economic, management strategy. It is the subject of this study -- localization strategy.
Keywords: multi-national business；KFC (China)；localization
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