分析雀巢公司进入中国市场成功的原因

近年来,随着经济全球化的迅猛发展,世界知名跨国公司纷纷从生产制造、产品品牌、人力资源、营销管理、资本运营、技术研究与开发等方面大力推行本土化的经营战略,以便充分利用当地资源,最终提高跨国公司的国际竞争力和在当地的持续发展能力,实现海外投资利益的最大化。雀巢在中国市场上的成功就是本土化的典型案例。通过本文研究结果表明：1、雀巢公司拥有自己的研究机构,广泛进行消费者偏好调查,以便清楚当地消费者的偏好。2、产品一经推出,公司不懈地致力于改进提高产品的质量。3、在创造消费者的强烈品牌意识方面,雀巢利用大规模的广告战在短时间内击败竞争对手。

关键词：跨国公司；雀巢；本土化策略
Abstract

In recent years, with the rapid development of economic globalization, the world-famous multinationals strongly launched the localization strategy on manufacturing, product brand, human resources, marketing management, capital operations, technology research and development in order to take the full advantage of local resources. Finally, it can increase the international competitiveness and sustainable development ability in local places, so that it can maximize the benefits of overseas investment. Nestle’s success in China is a typical case study. This thesis shows as follows: 1.Nestle has its own study institution, widely investigating the favors of consumers in order to understand the favors of local consumers. 2. As soon as the products were launched, Nestle tirelessly made their efforts to improve the quality of their products. 3. In terms of making strong brand awareness of the consumers, Nestle took the advantage of the big scale of advertising to defeat their competitors in a short time.

Key Words: multinational corporation; Nestle; localization strategy
 

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