| 摘要 | 第1-6页 |
| Abstract | 第6-14页 |
| Chapter 1 Introduction | 第14-17页 |
| ·The purpose and significance of the study | 第14-15页 |
| ·Overseas and domestic research status | 第15-16页 |
| ·Research methods and thesis structure | 第16-17页 |
| Chapter 2 The Theoretical Basis of Localization Strategy ofMultinational Corporations | 第17-25页 |
| ·Economic globalization and its main performance | 第17-18页 |
| ·The definition of economic globalization | 第17页 |
| ·The drivers of economic globalization | 第17-18页 |
| ·The tendency of economic globalization and its major performances | 第18页 |
| ·The globalization strategy and localization strategy of MNCs | 第18-25页 |
| ·The definition of Multinational Corporation | 第18-22页 |
| ·The globalization strategy of MNCs | 第22-23页 |
| ·The localization strategy of MNCs | 第23-25页 |
| Chapter 3 The General Scheme of Localization Strategy ofMultinational Company in China | 第25-39页 |
| ·The reason of localization strategy | 第25-28页 |
| ·Low comprehensive production cost | 第25页 |
| ·Market access right can reduce trade barriers | 第25-26页 |
| ·Meet consumers' demand | 第26页 |
| ·Raise a good enterprise image | 第26-27页 |
| ·Blending to the Chinese national culure | 第27页 |
| ·To adapt to the needs of the enterprise market environment | 第27-28页 |
| ·The theoretical basis of localization strategy of MNC | 第28-33页 |
| ·The theory of product life circle | 第28-29页 |
| ·Eclectic Theory of International Production | 第29-30页 |
| ·Value chain theory | 第30-31页 |
| ·Strategic Management Model | 第31-33页 |
| ·The general scheme of localization strategy of MNCs in China | 第33-39页 |
| ·The background of localization | 第33-35页 |
| ·The general strategy of localization of MNCs in China | 第35-39页 |
| Chapter 4 The Study of Localization Strategy of Nestle Corporation | 第39-66页 |
| ·The Introduction of Nestle Corporation | 第39-41页 |
| ·The development history of Nestle Company in China | 第41-45页 |
| ·The localization strategy of Nestle Company | 第45-62页 |
| ·The localization of raw material supply and production | 第46-51页 |
| ·The localization of products | 第51-53页 |
| ·The localization of marketing strategy | 第53-56页 |
| ·The localization of financing | 第56-59页 |
| ·The localization of human resource | 第59-62页 |
| ·The shortcomings of localization strategy of Nestle | 第62-66页 |
| ·The phenomenon of "crazy eat while not fat" | 第62-63页 |
| ·The war of instance coffee between Starbuck and Nestle | 第63-64页 |
| ·The insufficient localization of trademark | 第64-66页 |
| Chapter 5 The Enlightenment of Multinational Corporation LocalizationStrategy to Chinese Corporation | 第66-74页 |
| ·The Current Status of Chinese Multinational Corporation | 第66-69页 |
| ·The Problems Chinese Multinational Company May Face | 第69-72页 |
| ·Cost factor | 第70页 |
| ·Management factor | 第70-71页 |
| ·System factor | 第71-72页 |
| ·The Enlightenment of famous Multinational corporations' development path to Chinese corporation's overseas operation | 第72-74页 |
| ·Production localization | 第72-73页 |
| ·Research and development localization | 第73页 |
| ·Capital localization | 第73页 |
| ·Talents localization | 第73-74页 |
| Chapter 6 Summary | 第74-75页 |
| Reference | 第75-78页 |
| Acknowledgement | 第78-79页 |
