跨国公司本土化发展策略研究——以肯德基为例

摘要： 在全球化过程中，跨国公司以其特有的资金优势和经营模式取得了巨大的成功。本文以肯德基为例，深入研究了跨国公司的本土化发展策略。中国是全球最大的市场，而相比其他全球市场来说，中国市场因巨大的文化差异以及环境的不同，跨国公司怎样实现在这样一个市场的发展，就成了其巨大挑战之一。本文以肯德基在中国的二十多年的发展历程，总结并详细介绍了肯德基在产品，员工，供应链和特许经营模式方面的本土化经营方法。而这种本土化经营模式是肯德基在中国市场取得成功的重要原因之一。
在全世界，快餐企业的龙头是麦当劳，而在中国，快餐企业的翘楚则是肯德基。本文通过研究肯德基在中国的本土化策略，指出肯德基在中国快速发展的原因，为中国企业的发展提供借鉴。

关键词： 跨国公司；本土化；中国；肯德基
Abstract

     In the process of globalization, multinational corporations achieved adorable success by their advantaged capital and business mode. This thesis deeply researches the localization strategies of multinational corporations by citing the case of KFC. China is the biggest market in the world and compared with other markets, it has huge difference in culture and environment. Therefore, for multinational corporations, it’s a big challenge to develop in this market. The thesis summaries and introduces the localization strategies of KFC in product, personnel, supply chain and franchising. The localized business pattern is the key to its success in Chinese market.
In the global market, rather than KFC, the unparalleled leader is Mac-Donald. But in the Chinese market, KFC is more successful than Mac-Donald. The thesis is to expound localization strategies of KFC in China and to offer some references for Chinese Corporations.

Key Words: multinational corporations; localization; China; KFC

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