Abstract

    With the global economic integration, multinational corporations have become an important part of the global economy. In order to expand foreign markets and survive in the fierce international competition, multinational companies seek to promote their competitiveness. In such cases, localization strategy has become one of the basic strategies for multinational companies today. In recent years, Chinese enterprises gradually opened the foreign market, while more and more multinational companies entered China. But compared with mature foreign multinational companies, there are still many shortcomings among Chinese transnational companies.
    KFC is a well-known multinational company around the world. Since entering the Chinese market in 1987, KFC has adhered to the idea of "based on China, integrate into their lives", positively adapting itself to the Chinese national condition. Nowadays, it has become China's largest, fastest growing fast food chains. Undoubtedly, the history of KFC in China is a typical case of the implement of localization. Its successful experience in the Chinese market can be valuable reference to Chinese multinational companies. This thesis focuses on the case of KFC in China. Through the concrete analysis of KFC’s localization strategy in China, the author puts forward three suggestions for multinational enterprises in China: comprehensive market research, serve customers better and corporate social innovation.

Key Words：    KFC  localization strategy  China  multinational corporations

摘  要

    随着全球经济一体化程度的不断提高,跨国公司已成为全球经济的重要组成部分。为开拓国际市场，在激烈的国际竞争得以生存，跨国公司纷纷寻求方法提升自我竞争力。如今，本土化战略已成为跨国公司的基本战略之一。近年来，跨国公司开辟中国市场，中国企业也逐步走出国门。但与国外成熟的跨国企业相比，国内企业仍存在许多不足。
    作为知名的跨国企业，自1987年进入中国以来，肯德基贯彻“立足中国，融入生活”的总策略，积极为中国改变，已成为中国最大，发展最快的快餐连锁品牌。毫无疑问，肯德基在中国的发展历史，堪称本土化战略成功的典型，其成功经验对发展中的中国跨国企业有着宝贵的借鉴意义。本文通过对肯德基在华本土化实施的具体分析，对中国跨国企业提出三点建议，即全面的市场调研，更好地服务顾客以及企业社会创新。

关键词：肯德基 本土化战略 中国 跨国公司