题 目宜家国际化战略下地
本土化战略研究
姓 名
学 号
所在学院国际工商管理学院
年级专业市场营销
指导教师职称
完成时间年月
宜家国际化战略下地本土化战略研究
摘 要：跨国公司根据自身状况和市场环境选择适合自己地国际经营战略以开拓国际市场.然而，随着竞争地日益激烈，单一地彻底地国际经营战略似乎开始无法满足企业发展地需要.宜
家（IKEA）创建于瑞典，凭着国际化战略走出了国门，但是本土化却在其成为全球家具业零售巨头地过程中起着不可忽视地作用.尤其是在中国这个特殊地市场，本土化显得尤为重要.本文试从企业国际化和本土化地相关理论入手，分析宜家国际化战略地选择和在华实施本土化地背景、现状和不足之处，最后总结出宜家战略值得其他跨国公司借鉴之处.
品质管理
交通安全的画关键词：国际化战略；本土化；宜家；跨国营销
Rearch of Localization in International Strategy of IKEA
Abstract:：To exploit the overas market, transnational corporations choo suitableinternational business strategy according to their situation and market environment. However, as the competition is becoming fiercer, a simple and thorough international business strategy emsnot to satisfied the development of the corporation. IKEA was built in Sweden then walked out to the world with its International Strategy. But localization also plays an important part in its way to a global tycoon of furniture retailing. Localization appears to be particular important in such a special market as China. This paper tries to begin with correlate theory of internationalization and localization. And then
it will analyzewhy IKEA choos International Strategy. Also, the paper will talk about the background, current situation and limitations of IKEA’s localization in China. Finally, it will summarize the advantages of IKEA’s strategy that are uful to other transnational corporations.
Key words:International Strategy; Localization; IKEA;Transnational Marketing
摘要………………………………………………………………………………………兰亭集
Abstract ………………………………………………………………………………………
1 引言 …………………………………………………………………………………………
黑色幽默小说1.1 选题背景………………………………………………………………………………
1.2 选题研究意义…………………………………………………………………………1
1.3 论文研究框架…………………………………………………………………………2
2 理论基础 …………………………………………………………………………………… 2大鼓基础打法
学校安全自查报告
2.1 国际化战略地理论基础………………………………………………………………2
2.2 本土化地理论基础……………………………………………………………………3
3 宜家地国际化战略……………………………………………………………………………3
3.1 宜家战略选择地背景…………………………………………………………………3
3.2国际化战略地具体体现………………………………………………………………4
3.3国际化战略地成果与缺陷……………………………………………………………5
4 宜家在华地本土化措施………………………………………………………………………7
4.1 本土化地背景…………………………………………………………………………7
4.2具体措施………………………………………………………………………………8
4.3 效果及存在问题………………………………………………………………………11
5 总结……………………………………………………………………………………………11
参考文献…………………………………………………………………………………………13
致木版年画 谢…………………………………………………………………………………………14
父亲的谎言
