留学生作业—论跨国公司的全球化战略

 

伴随着经济一体化的发展，全球跨国公司快速成长发展起来。许多世界巨头跨国公司将全世界的资源进行配置，把世界市场、产品多样性和技术研发转让等结合起来，并采取购并、合作、战略联盟等形式进行重新整合。由此，全球化战略正式应运而生。本文介绍了全球跨国公司的发展态势及其随之推行的全球化发展战略，详细阐述了几种重要的全球化战略模式，分析指出了全球化战略是跨国公司占领国际市场的必然趋势，并成为经济战略的主要手段。

 

本文共分为三个部分：第一部分是跨国公司的全球化战略的内涵;第二部分主要分析了跨国公司为推行全球化战略实施的几种模式;最后一部分浅谈了跨国公司推行全球化战略的影响。

 

关键词：跨国公司 经济全球化 全球化战略

 

ABSTRACT

 

With the development of economic integration, the global transnational corporation is developing in a fast speed. This article describes the development and tendency of transnational corporations and their strategy of global development. And this article describes several important model of global strategy. It is suggested that the strategy of global development is the inevitable tendency when transnational corporations hold international market, and it has become the primary means of economic strategy.

 

There are three parts in this article.Firstly, the meaning of global strategy of the global transnational corporation. Secondly, several important model of global strategy. At last, the influence of this global strategy of the global transnational corporation.

 

Key words: transnational corporations strategy of global development

 

I, the connotation of the globalization strategy of multinational corporations 

 

With the improvement of productivity, the progress of science and technology, especially since the third revolution of science and technology, production socialization increase quickly, the international division of labor and the trend of economic globalization to further strengthen, multinational companies in the global rapid development, and become the main body of international economic development, and then in the world economic activities play an increasingly important role. In the process of globalization, multinational company arises at the historic moment, both to adapt to the development of productive forces, and plays an important role in in economic integration. So, multinational companies constantly adjust the business structure and decision making, through the implementation of strategy to the globalization economy to adapt to the new environment of market rules, for their own long-term development. #p#分页标题#e#

 

(1) the definition of globalization strategy 

 

Multinational company's global strategy, will understand from the essential meaning, is based on the global long-term goals, on a global scale, harmonious and unified enterprise's internal and external resources, reasonable arrangement of enterprise investment, production, sales, service and so on a series of technical development, make limited resources to effectively use within limited time. Multinational company's global strategy, in a sense, it denies the original lot, conveniently small international production mode, through to the various resources across borders configuration, management and coordination to achieve the integration of procurement, production, marketing integration, research and development integration integration, financial integration, specialization of production, and the resource synergy, give full play to the enterprise's international competitiveness and ability to resist risks to the strongest and maximized. 

 

(2) is put forward and development of the globalization strategy 

 

In today's world economy has entered into globalization, economic interdependence has become a basic characteristics. Since the 1990 s, with the economic globalization, the integration of an unprecedented degree of wave spread to every corner of the world, has become a trend of development of the multinational companies, capital, technology, labor and other factors of production flow and configuration to the scale of the growing worldwide, countries and regions are increasingly together as a unified network of the world economy. Many of the world giant configuration of the resources of the multinational companies around the world, the world market, such as diversity of products and technology transfer, and take the form of merger and acquisition, cooperation, and strategic alliance to integration. Thus, globalization strategy formally came into being. 

 

(3) the necessity of multinational companies carry out globalization strategy 

 

Multinational companies have the thinking style and layout of globalization, both in the start-up stage and growth stage, have importance to implement globalization strategy: 

 

1. Global economic center from developed countries to developing countries to move quickly; The development of the Internet, make the communication cost is greatly reduced, the world is flat, a bosom friend afar brings a distant land near a global village, transnational collaboration more unobstructed, efficient; Speed up the pace of international trade, investment and technology transfer, make more and more domestic enterprises have the opportunity to enter the international market, at the same time, the domestic market has become an important component of the global market. #p#分页标题#e#

 

2. The homogeneity of the way of life in the global spread, McDonald's, KFC, starbucks chain expanding rapidly in all over the world; People of different cultures and values has never been the tolerance and appreciation, for specific origin product loyalty increasingly weak. Enterprises, brands and knowledge assets such as wisdom, become an important asset for the enterprise is the most precious, respect for knowledge and human itself, to an unprecedented height. 

 

3. The development of network technology upended many traditional thinking and business model, new product development time and greatly reduces the life cycle of the product, at the same time, colorful virtual world has created many new business opportunities. 

 

II, the main mode of multinational company globalization strategy analysis 

 

(1) technological innovation 

 

In recent decades, develop, expand, multinational companies are able to quickly become one of the most prestigious role in the global economy, in addition to its own abundant capital strength, exquisite process equipment and its tangible assets, such as perfect scientific research infrastructure, more major is a multinational company has the ability of technology innovation, as well as trademark, patent technology, organizational management and marketing skills and other intangible assets. Is relying on the above two kinds of asset ownership monopoly advantage, multinational companies to impregnable in the fierce international competition, and the technological innovation ability for the survival and development of multinational companies is very important. Technological innovation is a country or enterprise to be one of the key factors for the survival and development, with the development of economic globalization, the interdependence between countries and more and more close, make the development speed and the influence of technology innovation to an unprecedented development. The future of the world economy competition is essentially the competition of science and technology, who ability of science and technology, who will be able to occupy the commanding heights of the economy development in the 21st century. Therefore, multinational companies have long kept technology innovation in the first place. 

 

1. Implement R&D strategic alliance 

 

R&D strategic alliance mainly refers to by two or more than two funds, or technical strength is the multinational companies, based on the purpose of the research and development of new and high technology together and form a complementary strategic alliance. According to statistics, the world's largest 150 multinational companies, 90% of the company form various forms of strategic alliances with other manufacturers. The strategic alliance of involved fields, mostly in capital, technology and knowledge intensive industry, such as microelectronics, new materials, automotive, communications, aerospace and robot high-tech sector. So that the multinational corporation R&D strategic alliance has become one of the source of technology innovation. #p#分页标题#e#

 

2. Through the enterprise merger and acquisition for high and new technology. Since the 90 s, with the western developed countries gradually relax restrictions on enterprise merger and acquisition, transnational merger and acquisition spree has become increasingly fierce, and presents the obvious characteristics: the multinational merger and acquisition is no longer easy to expand the scale of production, simple to occupy the market for the purpose, but in order to increase enterprise technology development ability, increase the height of the scientific research personnel, capital, technology and comprehensive strengthen enterprise development potential and staying power, for the purpose of rapid development and new markets. Existing enterprise through merger and acquisition of the host country, multinational companies actually control and that he had mastered the enterprise original technology research and development institutions, scientific research facilities and sales channel, which not only make the multinational companies can directly get the key technology of other countries' related industries, scientific research achievements and the existing production capacity and stable sales network, thus promote the technical level and competitive multinational companies continue to improve, but also provides a reorganizing its technology research and development of favorable conditions. 

 

3. To set up a research and development institutions overseas 

 

Abroad to set up research and development institutions, the use of the host country of the talent, technology, facilities, education, research, and other resources, research and development for the host country economic development, and related trade development need of new technology, and since the 90 s, multinationals implement technology innovation, an important way to improve their competitiveness. Is foreign multinational companies in the United States set up research and development institutions in its one of the most populous country. Because the United States in many areas of science and technology in the world leading position, in order to close to the high and new technology in the United States, share the achievements of research and development and foreign multinational companies will be the United States as its main selectively set up research and development institutions in overseas. 

 

4. Through technology trade access to new and high technology 

 

Technology trade is another effective way of multinational companies to obtain high and new technology. Technology on the sale of multinational companies can not only get high greatly with general merchandise profits, and with the importance of technology in economic development is a general recognition, technology tends to become an obstacle to the multinational companies through a variety of political and economic, the important means of expanding abroad. Since 1990, according to the relevant authority estimates, only in microelectronics technology, new material, with emphasis on the technology and aerospace technology, the world of high technology trade turnover was $230 billion, if combined with the traditional technology and general practical technology of export trade, its turnover may exceed $400 billion, about 9.5%, more than 5.4% of the conventional industrial products export turnover. #p#分页标题#e#

 

5. Utilization of social scientific research strength 

 

In addition to the cooperation between enterprises, multinational companies also use the social scientific research institutions and universities such as the government's science and technology policy and private investment fund companies such as external strength to realize the technology innovation, and arranged in the form of contract. Such as exxon and the Massachusetts institute of technology signed a 10-year improvements to the fuel system, energy conservation and research cooperation agreement, monsanto chemical company with Harvard University signed a cancer treatment drug formulation of long-term cooperation agreement. Multinational cooperation with universities and research institutions is not only limited to their own, but across national boundaries. Japan some of the big companies such as Hitachi, panasonic, SONY, on average, each year only to American university offers a $500 million or more huge funding. Directly increase at the same time, set up high-tech research institutions, such as Hitachi capital contribution in the United States, founded the biotechnology laboratory, university of California at irvine Japanese electronics companies set up artificial intelligence laboratory at Princeton university, it can make full use of scientific research strength, American colleges and universities directly for multinational high-tech services. 

 

(2) global brands 

 

With the rapid development of society, the market with new products, new brands to consumers is varied, the choice of consumer. Consumers usually by brands to understand the product and the enterprise information, on the basis of brand has become a common phenomenon of choose and buy goods. Synonymous with the brand is not only a product, it also covers the corporate reputation, product quality, corporate image and other aspects of content. Brand is the core elements of an enterprise, is the enterprise the main media of the transfer of information to the target market. It has a style represents a unique and superior management concept, once to cater to the taste of the target market, it has a very important position, can lead the market trend, impact on the values in the consumer groups.  

 

The world's most valuable brands: coke (Coca Cola), Microsoft (Microsoft), the United States, international business machines corporation (IBM), general electric (GE), Intel (Intel), Nokia (Nokia), Disney (Disney), McDonald's (' s), Marlboro (Marlboro) and so on, all these brands not only firmly in control of the domestic market, and in each area have also maintained a strong global sales. The brand positioning are consistent throughout the world, and has a highly specific points: such as Disney means family entertainment; Sony (Sony) represents the household electrical appliances, etc.; Interestingly, these brands besides marlboro, the rest of the several brand names and the same name of the company. Behind a brand focus resources on global market operations, establishing the system of brand standardization, promote the globalization strategy: #p#分页标题#e#

 

1. The standardization of the brand 

 

Multinational companies use of standardized brand in the global market is a very important way of implementation, standardization strategy, especially in the global industry company usually has high degree of standardization. Using standardized can reduce travel a lot for the customer's brand promotion, media spread makes standardized brand can reduce advertising costs, global brand is likely to produce international buzzwords, greatly increase the company profile. 

 

2. Image standardization 

 

Through unified image theme of what is at the heart of the message to standardized processes is multinational companies implement global advertising strategy is extremely important way of management. Multinationals need to establish a unified image, to provide customers better to identify the degree, also favor the spread and penetration of worldwide. 

 

3. The standardization of price 

 

Price to country cost differences and the purchasing power of the established on the basis of income differences remain relatively high sensitivity, it is the standardization of multinational companies to form the price strategy of a big problem. At the same time, the market purchasing power, the cost of raw materials from all countries, tax prices, exchange rates, competitors and government regulation, and many other factors will hinder the implementation of the standard price. In spite of this, standardized guide to develop specific pricing strategies in a multinational company still have certain effect in space. Global companies have the ability to implement a higher degree of standardization of price or at least make a price floating range, so can to a great extent, prevent the occurrence of "string" phenomenon. Price of standardization and standardization of products to provide customers with the combination of "service quality standardization" psychological experience, can make them in any country, any time can be paid through the same to obtain stable and consistent service. 

 

4. Service standardization, quality standardization. 

 

Without a doubt, the multinational company's products no matter which country in which region, its service and quality is absolutely unified standardized. 

 

(3) the foreign direct investment 

 

Referred to as "FDI (Foreign Direct Investment Foreign Direct Investment), refers to the enterprises in the form of transnational operation of international capital transfer. Generally think that foreign direct investment is one country investors to get foreign enterprise management on the effective control and output capital, equipment, technology and management function of the economic behavior of intangible assets. #p#分页标题#e#

 

Multinational companies is the main form of FDI. Between multinational investment mainly in developed countries, and largely distributed in Japan, the United States, the European Union three pole. Since the 1950 s, the rapid development of multinational companies and their foreign direct investment caused widespread attention of western scholars, and formed a monopoly advantage theory, international product cycle theory, theory of oligopoly behavior, market internal chemical referring to international production compromise theory and aims to explain and expound the multinational company foreign direct investment behavior of academic schools. 

 

The motivation of international direct investment including access to raw materials, seeking knowledge, reduce cost, scale economy, stable strategic motivation such as domestic clients and for giving full play to the advantages of its specific economic motives for foreign direct investment. 

 

Multinational companies, the foreign direct investment has the characteristics of long investment period risk big, can in order to increase the export of technology and the management of knowledge transfer, and participate in the management of enterprises and investment, etc. 

 

Multinational companies to foreign direct investment can implement different ways. 

 

The first direct investment is involved in business, for the purpose of buying foreign companies or buy its stake, and sending personnel involved in actual operation and management. But the control is not only the characteristics of direct investment. 

 

Another kind of direct investment is foreign licensing agreement concluded between technology and form, with technology and trademark ownership of the company, often by issuing licenses to be investor in the enterprise to participate in the international business activities. License agreement there are many different types of the license agreement with exclusive monopoly, the time has long have short, permits to obtain compensation method is also different, can be paid once, can also pay a certain percentage of sales in a particular period to collect fees, as grant a license in the enterprise, it makes every effort to ensure his during the agreement on the technical implementation some form of control, the specific methods include specialized terms included in the relevant market from the agreement, or from get licenses that have some of the equity, which has a stake in the category of foreign direct investment is multinational company. 

 

Multinational company foreign direct investment is of great significance to the development of investor in economy, mainly manifested in the following aspects: 

 

1. Through the technology of advanced countries and regions and developed industry acquired businesses or buying shares, direct operation or participate in the operation and management, can absorb the advanced technology, learning effective management experience and methods, which helps to enhance the overall technical level of the country, improve the efficiency of enterprise management. #p#分页标题#e#

 

2. By investing in resource industry abroad, can effective use of foreign natural resources rationally, make up for the shortage of domestic resources, promote the development of domestic economy. 

 

(4) localization strategy 

 

Multinational company is an enterprise organization form of across borders, enterprise production and business operation activities across borders not only to better adapt to the international division of labor, multinational companies constantly seek enterprise benefit maximization through economies of scale can also avoid tariff barriers at the same time, relying on its technical advantages, economies of scale advantage, capital advantage, and organizational management cost advantages to expand the market. At the same time the single scale advantage can't overcome cultural heterogeneity exists. To overcome this due to the regional differences, cultural differences of heterogeneity, the strategy of "localization" as many multinational companies match the strategy of "going global" strategy. Both want to maintain their own personality strengths, and to meet the needs of the host country market; Should not only adhere to the "standardized" characteristics of economic globalization, and to adapt to the needs of different market "personalization". 

 

1. The localization strategies of multinational corporations 

 

(1) the marketing localization 

 

The localization of multinational companies to implement the market marketing strategy, fully understand the foreign local cultural characteristics and consumer psychological and emotional needs, to shape the intimate and close the distance between customers. 

 

(2) the brand localization 

 

Brand localization development strategy needs to be sufficient to deeply research the cultural background of the local market, to understand the language of the local market background, life custom, local customers shopping needs, in particular, is the study of the psychological needs of the locals. 

 

(3) personnel localization 

 

The localization of human resources development and utilization, greatly help the multinational companies to establish relations with foreign governments and people, for the implementation of product and market localization provides intellectual support. 

 

(4) local procurement and production 

 

The main function of the strategy is to give full play to local advantages, reduce the cost of purchasing and production, to a great extent 

 

High efficiency. 

 

(5) technology research and development localization 

 

Along with the high technology industry investment, multinational companies are following is technology intensive investment targets, one of the highlights is that many multinational companies will research and development center (r&d center) to set up home in a foreign country. 

 

2. The significance of implementing localization strategy for multinational companies 

 

(1) grasp the objective requirement of the market opportunity and policy opportunities 

 

Because of involving system, ideology, culture and other various reasons, multinational companies compared with domestic companies, the more the restrictions. If a multinational company is not fully considering the political risk factors, it may cause some unnecessary loss. On the other hand, if the multinational companies can make full use of the host country government promulgated a series of preferential policies, can increase profits. Host many local staff enter the multinational parent or subsidiary management, from the perspective of their own national, help multinational companies fully understand the local conditions and maintain a high level of political sensitivity, and strengthen the communication and coordination with the government. This retreat from ethnic prejudice, meritocracy, bold use native good staff business strategy not only can trust in local and national government, but also won the good reputation, establish good corporate image. 

 

(2) avoid globalization strategy and effective way to domestic consumption of the contradiction between the actual demand 

 

Implementation of globalization operation pattern is a notable feature of multinational company. Given to simplify the management and economic considerations, multinational companies usually promote global standardization, many multinational companies key strategy such as product strategy, brand strategy and so on are enacted by the headquarters. This pattern for a specific market, obviously can't achieve the best effect. For example in countries (regions), a subsidiary of top managers if they are not sensitive to find local products potential market growth, and no timely report to the head office related strategic adjustment, so will inevitably affect the implementation of the strategy of the company as a whole, cause huge economic losses. Practice has proved that the higher the degree of localization, the enterprise management of the smaller "friction", the higher the efficiency of enterprises. 

 

(3) to overcome the high cost of production 

 

In today's economic globalization background, the competition between enterprises is mainly manifested in the operation and management, product development, product quality and after-sales service, market share, customer satisfaction, from many aspects, such as the cost of production and cost control ability of enterprises will directly affect the products in the market competition, can also achieve the market the key competitive advantage. Normally, a foreign personnel sent abroad to manage to go through a long time to learn and adapt to local political, economic, and cultural environment, and companies need to invest a lot of training costs, and high allowances and subsidies. Therefore, multinational companies are working hard to find, cultivating and training local outstanding management talent and scientific and technological personnel, replace the multinational parent expats, since both to make full use of domestic labor costs low, the state of the reduce business operating costs, and create value for enterprises, further enhance the market competition ability of trans-national corporations. Multinational companies in the unity of opposites of subject localization strategy, the multinational company's corporate culture, research and development, production and manufacturing, human resource management and marketing model of content and ways are put forward new challenge. #p#分页标题#e#

 

III, MNCS globalization strategy influence 

 

Since the end of the cold war in 1992, the global market, multinational companies to global corporate transformation, national industry into the global industry shift from country to country. The global market, global companies and the formation of the global industry fundamentally change the landscape of the world economic development. Each country economy, industry and enterprise development of fundamental changes have taken place in the environment. From the perspective of the traditional before the end of the cold war, the multinational corporation is a tool for the economic invasion of the developed countries. But from the perspective of economic globalization, multinational companies are turning into a global company, his interests not only at its headquarters in the country, but also in the investment and running the country. Global industry has been in the national economy, the economic development of all countries have to seek win-win mode. Multinational companies are practicing "global thinking, global strategy". 

 

We are in an open environment, under the big background of global economic activities, of course should integrate global resources used for people, especially when a large number of multinational companies to implement globalization strategy, domestic companies facing multinational innovation resources, technical resources, should actively absorb them. Modern multinational company need to undertake comprehensive, including economic, social and environmental responsibility, also need to take both at home and also included in the operation of the host countries global responsibilities. Particularly important is that multinational companies should also be against commercial bribery, responsible for the compliance. 

 

Multinational companies through the development of the globalization strategy in the world market for business, not only increased the size of the economic development all over the world, accelerates the pace of the world economy, and set up an unprecedented global research and development system and network, greatly improving the technical innovation and technology transfer cycle around the world. At the same time, companies also put these multinational technology r&d and innovation resources into the local national innovation system. This is the globalization strategy to local countries and multinational companies bring win-win opportunities. Under the background of globalization. Foreign resources integration into its value chain by multinationals, in turn, the foreign enterprise is to integrate the resources of the multinationals to local economic development and technology development system, to make the resources of multinational companies to use. This is a process of mutual integration, obviously this is also a process of mutual benefit and win-win results. #p#分页标题#e#

 

Main reference 

 

(1) Huang Rui, multinational company mission, nanjing, nanjing university press, 2009 

 

(2) Feng Leiming, multinational management, Beijing, Peking University press, 2008 

 

(3) Zhang Yangui, super advantage competitive strategy of multinational corporations, global competition strategy and the actual combat, China economic publishing house, 2006 

 

(4) schilling, the strategic management of technology innovation, Beijing, tsinghua university press, 2005 

 

(5) Gong Shiwen, discussion of multinational companies in China brand strategy, market weekly [J], 2004 (8) 

 

(6) taihong lu, multinational company marketing in China, guangzhou, guangdong press, 2002