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论文编号：	13622
作者编号：	2320200728
上传时间：	2022/12/5 11:27:13
中文题目：	T企业欧洲公司本土化策略优化研究
英文题目：	Research on Optimization of localization strategy of T Enterprise’s European Company
指导老师：	林润辉
中文关键字：	T企业欧洲公司;走出去;本土化;海外工程;策略优化
英文关键字：	T Enterprise’s European Company; Going Abroad; Localization; Overseas project; Optimization of Strategy
中文摘要：	本土化经营是指跨国企业在进入东道国后，积极采取相应措施融入当地经济体系，面对东道国不同于国内的政治、经济、文化、宗教、自然环境乃至竞争情况，本土化经营是“走出去”企业顺利实施海外工程项目十分必要的措施。自2012年进入欧洲市场后，T企业在波兰市场取得了一些“走出去”和“本土化”发展经验和经营成效，但T企业在亚洲和非洲的项目运营和管理模式已很难适应欧洲高端市场的运营需要，T企业在欧洲市场经营、履约效果和项目效益水平未达到预期水平。因此，为满足T企业未来欧洲市场，特别是波兰市场的持续经营需要，确保公司在欧市场在建项目和资产的良好运营，规避欧盟国家对中资企业特别是国企的限制，T企业欧洲公司“本土化”经营策略调整已经箭在弦上。 本论文从T企业欧洲公司本土化策略调整的角度出发，运用PESTEL、波特五力模型、价值链分析和VRIO框架等策略工具深入剖析T企业在欧洲区域（波兰市场）宏观环境和内部态势，全面总结公司的优势劣势及发展机遇威胁，指出了欧洲公司在海外工程本土化实施过程中存在的问题和不足。基于国内外“走出去”、“本土化”有关战略理论研究基础，深入研究T企业欧洲公司本土化经营模式，明确欧洲公司本土化经营、与当地社会的融合与社会贡献、本土化策略主要内容、本土化驱动和考核等管理指标，指出欧洲公司应从品牌本土化、市场营销本土化、人力资源本土化和采购及生产本土化等方面分别进行本土化策略的优化，并提出了T企业欧洲公司本土化的优化策略和实施保障措施方案。 论文以数据和事实为切入点，采用提出问题、分析问题、解决问题的研究思路对T企业在欧洲市本土化策略及其优化进行系统全面的研究，研究成果将为T企业欧洲公司在欧洲市场建立具有强竞争力的本土品牌、提升项目经营效益和促进T企业在欧洲市场的持续经营等方面起到积极的促进作用，也为其他“走出去”企业本土化策略选择和优化提供借鉴和启示。
英文摘要：	Localization operation means that after entering the host country, multinational enterprises actively take corresponding measures to integrate into the local economic system. In the face of the political, economic, cultural, religious, natural environment and even competition situation of the host country, localization operation is a very necessary measure for "going abroad" enterprises to smoothly implement overseas projects. Since entering the European market in 2012, T company has achieved some "going abroad" and "localization" development experience and operation results in the Polish market. However, T company's project operation and management mode in Asia and Africa has been difficult to adapt to the operation needs of the high-end European market, and T company's operation, contract performance and project benefits in the European market have not reached the expected level. Therefore, in order to meet the continuous operation needs of T enterprise in the future European market, especially the Polish market, ensure the good operation of the company's projects and assets under construction in the European market, and avoid the restrictions of EU countries on Chinese enterprises, especially state-owned enterprises, the adjustment of the "localization" business strategy of T Enterprise's European company has been imminent. From the perspective of the localization strategy adjustment of the European company of T enterprise, this paper uses PESTEL, Porter Five force model, Value chain model, VRIO model and other strategic tools to deeply analyze the internal situation and macro environment of T Enterprise in the European region (Polish market), and points out the problems and deficiencies existing in the implementation process of the localization of overseas projects by European companies. Based on the strategic theoretical research basis of "going abroad" and "localization" at home and abroad, the localization operation mode of T Enterprise's European company is deeply studied, and the management indicators such as localization operation of European company, integration with local society and social contribution, main content of localization strategy, localization drive and assessment are clarified. It is pointed out that European companies should optimize their localization strategies from the aspects of brand localization, marketing localization, human resources localization, procurement and production localization, and put forward the optimization strategy and implementation of safeguard measures for T company's localization in Europe. This paper takes data and facts as the breakthrough point, adopts the research idea of asking questions, analyzing problems and solving problems to conduct a systematic and comprehensive study on the localization strategy and optimization of T enterprises in European cities. The research results will play a positive role in promoting T enterprise to establish a local brand with strong competitiveness in the European market, improve project operation efficiency and promote the continuous operation of T enterprise in the European market, and also provide reference and enlightenment for other "going global" enterprises to choose and optimize localization strategies.
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