摘要：海尔集团是我国较早进入国际市场的企业之一，在本世纪初即进入日本市场。其产品在当地市场占有率高，消费者口碑佳。研究海尔在日本的本土化战略，吸取其经验和教训，对于广大中国企业有着借鉴意义。
本文着重研究海尔在日本的本土化战略。首先介绍了海尔进入日本市场的过程及业绩，然后论证了海尔选择本地化战略的原因，并分析海尔选择本地化策略的影响因素，进而论述了海尔在日本市场实施的产品、生产、营销、人力、公关等多方面的本土化战略，从中总结对中国企业的启示，最后得出结论。
关键词：海尔集团 日本家电市场 跨国公司 本地化战略 商业扩张
Abstract：Haier Group was one of the earliest companies who entered into the international market, at the beginning of the 21st century it has entered into the Japanese market. Its products enjoy high market share and a fantastic reputation. It is really important that Chinese enterprises to research the localization strategy and draw on experience and lessons of Haier in Japan.
This dissertation principally focuses on the Haier’s localization strategy in Japan. Firstly, I introduce the process and operational results of Haier’s entering into the Japanese market. Subsequently I demonstrate the reason and analyze the factors of Haier selecting the localization strategy in Japan. Moreover I discuss Haier’s products, production, marketing, HR, PR and some other aspects of the localization strategy. Finally, I summarize the enlightenments to Chinese enterprises and conclude.
Key Words：Haier Group Japanese Home Appliance Market MNC Localization Strategy Business expansion
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