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某国际知名家居商品零售商(以下简称为A公司)在短短的60多年里,从一个小商店发展成为世界上最大的连锁家居商品零售商,其经验显然是有成功之处的。它的成功之处就在于,既控制品牌又控制成本,品牌与成本两相宜。但是,在全球扩张的步伐中,A公司在中国的脚步略显蹒跚。笔者试图通过分析A公司的成功经验和其在中国国情下所面临的困境,探讨跨国公司在经营中如何解决本土化的问题。
An internationally renowned household goods retailer (hereinafter referred to as “A”) has developed from a small shop into the world’s largest chain of household goods retailers in a short period of more than 60 years. Its experience is clearly a success. Its success lies in its ability to control the brand and control the cost, and brand and cost are both suitable. However, at the pace of global expansion, Company A’s pace in China is a bit slim. The author tries to discuss how the multinational corporations can solve the problem of localization in their operations by analyzing the successful experience of company A and the difficulties they face under China’s national conditions.