在华跨国企业的本土化策略及其对跨文化冲突管理的影响

摘要：随着经济全球化和国际商务活动的发展，跨国经营已成为各国企业常用的经营方式。自改革开放以来，尤其是进入WTO以来，中国的经济发展不仅激发涌现了越来越多的本土企业，也不断吸引着越来越多的外国公司进入中国市场。但是，由于处在全球化的工作场所中，许多企业发现他们的员工很难与来自不同文化背景的人沟通，文化差异也日益显现。如何在多元文化环境下实现跨国经营，避免文化差异和冲突成为跨国企业经营管理中的重要问题。在占领中国市场的过程中，企业意识到只有熟悉中国消费者的消费习惯和掌握当地的管理模式，搞好与当地人的人际关系才能在中国这个巨大的市场中生存。因此，为占领东道国市场，获得更大的利益，各在华跨国公司纷纷采取本土化战略。本文旨在从多元文化的角度来研究跨国公司的文化冲突管理，通过典型的案例，结合中西方文化的差异来揭露本土化战略对于解决冲突的重要性，从而提出人才本土化和营销本土化两方面来具体阐述本土化策略的措施。本文的主要目的就是通过分析在华跨国公司如何利用本土化策略来应对文化冲突，让我国企业认识到提高文化意识和文化敏感度对于开拓国际市场的重要性，从而探索我国企业进行跨国经营，参与国际竞争的途径。

关键词：跨国公司  文化冲突  本土化策略
Application of Localization Strategy in Multinationals and Its Effect on Cross-Cultural Conflict Management

Abstract: With the development of global economy and international business activities, effective multinational management has become an important concern for enterprises, especially for multinational corporations. After China’s reform and opening-up, especially since its entering into WTO, not only local enterprises have spread up rapidly, but also more and more foreign companies have been attracted to enter into China. However, because of working in such a global and complex workplace, many companies find it is difficult for their workers to get on well with those people who are from different cultural backgrounds. Their cultural differences lead to a big issue---cultural conflict. Under the multi-cultural environment, how to overcome the conflict, operate and manage companies successfully has become a hot issue. On the way of capturing the Chinese market, companies begin to realize that only be familiar with the consuming habit of Chinese customers, know well of the local management style and improve their abilities of interpersonal relations, can they survive in this big market. Therefore, in order to occupy the host country marketplace and gain bigger profits, lots of multinationals in China adopt localization strategy. This paper  aims to investigate the cultural conflict management from the perspective of multi-culture in multinational corporations. By discussing some typical cases of foreign companies operating in China and analyzing cultural differences between eastern and western countries, this paper points out the importance of localization strategy in dealing with cultural conflict and also lists some concrete and useful suggestions of the strategy which is mainly discussed from the perspectives of talents and marketing localization. This paper tries to let the home companies be aware of the significance of improving cultural awareness and cultural sensitivity to explore overseas market by analyzing the ways that the foreign companies do in China. Consequently, Chinese enterprises can use the ways to carry out multinational management and join in International competition.

Keywords: Multinational Enterprise (MNE); Cultural Conflict; Localization Strategy

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】