MM公司长春分公司本土化经营战略研究

发布时间：2018-07-04 17:10

本文选题：本土化 + 经营战略　；参考：《吉林大学》2014年硕士论文

【摘要】：随着经济全球化的迅猛发展,世界知名跨国公司纷纷推行本土化的经营战略,以便充分利用当地资源,加快市场进入步伐。可以说，本土化经营已经成为跨国公司实现其全球发展而采取的必要战略之一,成为跨国公司开拓和占领国际市场的一种战略思想。MM公司作为世界著名的跨国集团公司，在汽车零部件和高技术系统设计与制造领域处于领先地位，其在长春成立的分公司更是以中国北方汽车工业市场为目标导向的重要战略举措。好的机会和战略思想往往伴随着激烈的竞争与挑战，如何迅速的融入当地环境，发挥企业自身优势，更好地满足客户需求，提升竞争力，提高市场占有率，已成为目前面临的重要课题。本文通过对MM公司长春分公司本土化经营战略实施环境及本土化经营过程中的问题分析，以寻求适合其自身发展的本土化经营战略，使企业在激烈的行业竞争中制胜，最终实现更大的经济效益。本文分五章展开，首先交代了文章写作的背景及意义，研究的主要内容和方法。接着介绍了本土化经营战略的概念、内容及本土化经营战略实施的过程。在此基础上，结合MM公司长春分公司的实际情况分析了其本土化经营战略实施的外部环境及内部条件。继而阐述MM公司长春分公司本土化经营战略目标、基本方针、以及产品线战略、供应链战略及经营管理战略的确定。最后立足于公司本身，研究本土化经营战略实施的保障措施。分别从经营理念的提升、组织体系的改进、管理人员的培训、合作伙伴的激励和技术资金的匹配等方面进行探讨。文章从本土化的动因和理论依据分析入手,利用本土化经营战略理论知识,细致分析了MM公司长春分公司本土化经营战略实施的环境和条件。本文研究认为，就MM公司长春分公司成立初期的现实状态而言，现有产品线搬迁及原有成熟的零部件供应商的延用有利于新公司更快通过客户产品线审核，促使公司早日进入正式批量生产的状态。对于重要岗位人员的任用也至关重要，在前期总部委派人员常驻支持的同时，应更多关注和培养本地人才市场中选拔出的优秀管理人员，逐步形成符合公司本土发展需求的人力资源库。此外，结合MM公司长春分公司在实际运营中出现的问题，文章对其本土化经营战略的实施提出了一系列的保障措施。针对MM公司长春分公司的产品特点和客户需求，树立技术先进、质量可靠的品牌，具备完善售后服务的企业软实力；树立竞争意识，以市场为导向。不完全照搬国际公司的组织结构，根据本土化企业的业务范围和业务发展目标设立合理的部门结构，加强各级各部门协调配合，，形成合力，提高效率，推动工作。充分结合当地的人文环境特点制定公司的各项规章制度；充分调动合作伙伴的积极性，采取一系列切实可行的激励措施，促使双方共同发展，共同获益；充分对国外技术进行引入，提高本土化企业的技术水准，同时确保资金及时有效匹配。文章通过对MM公司长春分公司本土化经营战略的研究,为MM公司长春分公司的本土化经营战略的实施提出了自己的思考。
[Abstract]:With the rapid development of economic globalization, the world-famous multinational corporations have carried out local management strategies in order to make full use of local resources and accelerate the pace of market entry. It can be said that local management has become one of the necessary strategies for transnational corporations to realize its global development, and become a multinational company to exploit and occupy the international market. A strategic idea of the field,.MM, as a world famous transnational group company, is in the leading position in the field of automotive parts and high technology system design and manufacturing. The branch set up in Changchun is an important strategic measure guided by the automobile industry in the north of China. Good opportunities and strategic ideas are often accompanied by a good strategic idea. Fierce competition and challenge, how to quickly integrate into the local environment, give full play to its own advantages, better meet customer needs, enhance competitiveness and increase market share, has become an important subject at present. This article through the implementation of the local management of the local management of the MM company Changchun branch of the environment and the localization of the problems in the process of management. In order to seek the localization management strategy suitable for its own development, the enterprise will win the competition in the fierce industry and finally achieve greater economic benefits. This article is divided into five chapters. First, the background and significance of the article writing, the main contents and methods of the study are given. Then the concept, content and localization of the localization management strategy are introduced. On the basis of this, the external environment and internal conditions of the implementation of the localization management strategy of the MM company are analyzed on the basis of the actual situation of the Changchun branch of the company. Then the strategic objectives, basic principles, the product line strategy, the supply chain strategy and the management strategy of the Changchun branch of the Changchun branch are expounded. Finally, based on the company itself, this paper studies the guarantee measures for the implementation of the localization management strategy. This article is discussed from the promotion of the management concept, the improvement of the organizational system, the training of the managers, the incentive of the partners and the matching of technical funds. With the knowledge of strategic theory, the environment and conditions for the implementation of the localization management strategy of the MM company in Changchun are carefully analyzed. This paper considers that the existing product line relocation and the existing mature component suppliers are beneficial for the new company to pass the customer product line faster in terms of the actual state of the early establishment of the Changchun branch of the Changchun company. To encourage the company to enter the state of formal mass production as soon as possible. It is also essential for the appointment of important posts. At the same time, we should pay more attention to and train outstanding managers in the local talent market, and gradually form a human resource pool that meets the local development needs of the company. In accordance with the problems arising in the actual operation of the Changchun branch of MM company, the article puts forward a series of safeguard measures for the implementation of its localization management strategy. Aiming at the product characteristics and customer needs of the Changchun branch of Changchun company, we should set up the advanced technology, reliable brand, and have the soft strength of the enterprise that finished the after-sales service, and set up the competitive meaning. Knowledge, market oriented. Not completely copy the organization structure of international companies, set up a reasonable departmental structure according to the business scope and business development goal of local enterprises, strengthen coordination and coordination at all levels and departments, form a joint force, improve efficiency, promote work. Make the rules and regulations of the company fully in combination with the characteristics of the local human environment; Fully mobilize the enthusiasm of the partners and adopt a series of practical incentive measures to promote the common development and common benefit of the two parties, introduce the foreign technology, improve the technical standards of the localization enterprises and ensure the timely and effective matching of the funds. The article through the research on the localization management strategy of the Changchun branch of the MM company, The author puts forward his own thinking for the implementation of the localization strategy of MM Changchun branch.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F272.3

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