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论文编号：	192
作者编号：	2120062152
上传时间：	2008/6/13 15:41:41
中文题目：	菲仕兰科贝克公司在华经营过程及
英文题目：	The operational process of Fri
指导老师：	薛有志
中文关键字：	跨国公司 经营失败 本土化 乳
英文关键字：	transnational corporate 　loc
中文摘要：	上个世纪90年代，随着中国经济的快速发展，人民的收入水平、生活水平和购买力都有了很大的提高。乳制品因其营养全面和价格合理而受到广大消费者的认可和喜爱，并成为重要的日常消费食品，从而带动了中国乳制品消费的快速增长。中国巨大的乳品消费市场吸引了众多跨国乳业公司纷纷进入中国，如法国达能、意大利帕玛拉特、英国联合利华等十几个乳业巨头。然而，大多数乳业公司在华历经数年的经营，却由于各种原因导致经营失败，纷纷撤离中国。 本文的研究对象菲仕兰科贝克公司，是继上述几大公司后，又一个在华经营失败而撤离的跨国乳业公司。虽然各个乳业公司成功和失败的原因各不相同，但在某种程度上也存在着共性。本文以菲仕兰科贝克公司为研究对象，通过失败原因的分析，希望可以为未经历失败和欲实施跨国经营战略的企业提供前车之鉴。 本文主要运用案例分析方法，通过对菲仕兰科贝克公司在华投资动因、市场定位及战略、合资公司的组建和运营以及菲仕兰科贝克合资公司经营绩效的分析，从企业内外两方面研究菲仕兰科贝克公司在华经营失败的原因。最后，本文得出三个结论：第一，产业中的奶源瓶颈、价格之战、过度的广告战以及市场的过度进入使得菲仕兰科贝克公司面临着在华经营的外部环境威胁，即失败的外部原因；第二，失败的内部原因：摇摆不定的战略定位，让其不断地降低品牌知名度和失去忠诚的客户群，而在战略执行过程中，由于战略控制不力进一步造成其经营失败的结局；第三，未能将本土化经营的战略思想融入到企业的经营管理中，是导致菲仕兰科贝克公司在华经营失败的深层次原因。 关键词：跨国公司 经营失败 本土化 乳业
英文摘要：	People's income levels, living standards and purchasing power have improved a lot with rapid economic development in China in the 1990s.Diary product is recognized and loved by the vast number of consumers for the sake of its nutritional comprehensiveness and reasonable price, and diary product has become an important daily consumer goods of food, which brings the rapid growth in consumption of dairy product in China. China’s huge dairy consumer market has attracted many transnational companies which began to enter China, such as Danone of France, Parmalat of Italy, Nestle of Switzerland, and so on. The number of these dairy giants is more than ten. While many dairy companies failed in running because of a variety of reasons after several years’ operating in China, and began to retreat from China. Friesland Coberco Dairy Foods which is the study object of the thesis also became a failure transnational company of dairy in China and began to retreat after the withdrawal of the dairy firms mentioned above. Although reasons for different company’s failure are different, still there are some same factors to a certain extent. The thesis aims at offering some failure lessons to those companies who never fail or preparing to carry out transnational strategy. The thesis adopts analysis method of case. The failure reasons are analyzed from the outside and inside of the joint venture, by analyzing investing motive, marketing positioning and strategy, joint venture’s establishing and running, as well as the joint venture’s performance of Friesland Coberco Dairy Foods. The thesis has three conclusions as below: Firstly, some factors of dairy industry in China threaten the running of Friesland Coberco Dairy Foods from outside, such as the battle of milk resource, price and advertisement as well as new dairy companies’ excessive entering. Secondly, the inside failure reasons include two parts. On one hand, the wavering strategic positioning leads the loss on its brand and loyal customers. On the other hand, the weak control pushes the company to failure further in the process of strategic implementation. Thirdly, failure in combining the idea of localized management strategy with the operation of the joint venture is the key reason that Friesland Coberco Dairy Foods failed in running in China. Key words: transnational corporate 　localization dairy failure in management
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