剖析联合利华的成功跨国经营.docx

剖析联合利华的成功跨国经营.docx

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剖析联合利华的成功跨国经营

内容摘要：

本文介绍了跨国企业联合利华的经营案例，挖掘了背后的经营策略，深度剖析了联合利华作为一个成功的跨国企业，在不断不运动的内外环境下，如何确定经营战略，执掌国际贸易的大权。

阐述了跨国企业联合利华对外投资的动机和方式以及经营的具体论述。

最后本文指出，跨国企业经营中存在的不合理或者问题，给与不完全的解决方案以及对来发展的建议。

Abstract：

ThispaperintroducesthemultinationalcompanyUnilever'sbusinesscaseandbusinessstrategy,whicharehiddeninthedeep.ThenanalyzestheUnilever,asasuccessfulmultinationalenterprise,howtodeterminetheoperationstrategy,atthecontinue movementoftheinternalandexternalenvironment,atlastinchargeofinternationaltrade. ThepaperclarifythewayofmultinationalUnileverbusinessand

itsmotivationinforeigninvestment,andthespecificmanagement.Attheendofthepaperpointsoutthatunreasonableorthatexistinthetransnationalenterprisemanagementproblems,givestheincompletesolutionsandSuggestionstodevelop.

关键词：

联合利华；国际化经营；内外部环境；投资动机；

Keyword：

Unilever；Internationaloperation；Internalandexternalenvironment；Themotivationofinvestment；

一．AnoverviewofUnilever

（一）ThehistoryofUnilever

Unileverisoneoftheworldtop500andhasofficesin75countriesaroundtheworld,withover500subsidiaries,thetotalnumberofemployeesnearly300000people,anannualturnoverofmorethan$40billion.Istheworld'ssecondlargestconsumerproductsmanufacturers,isoneofthemostprofitablecompanyintheworld,isafamousmultinationalenterprises.

Accordingtothelatestlistoftheworld'stop500,2015,153Unilever,andoperatingincomeof$64.2518billion,theprofitof$6.8592billion,year-on-yeargrowthof4.8%.

Inthe1890s,WilliamHeskithLever,oneofthefoundersofUnilever,thenputforwardthe"lightentheburdenofhousework,letusersbetterlife"concept.Unilever'sglobalvision:

everyday,wearecommittedtocreateabetterfuture.

In1929,theLeverandtheDutchMargarineUniecompanysignedanagreement,toformaUnilever（Unilever）company.After80yearsofdevelopment,Unileverhasbecameoneoftheworld'slargestconsumerproductscompanies,hasmorethan171000employeesworldwide.Infiscalyear2011,thecompanyannualsalesaboutapproximately46.5billion.

Unileverinthefieldofcutting-edgeresearchanddevelopmentinvestmentofnearly891millioneurosin2009.EstablishedinBritain,theNetherlands,theUnitedStates,IndiaandChina'ssixmajorglobalresearchanddevelopmentcenter,isconstantlyexploreinnovativeproductsofnewtechnologyandnewideas,provideconsumerswithmorevalueofbrandsandproducts.Asoneoftheworld'slargestadvertisers,Unilever'sannualtotalworldspendingonadvertisingandmarketingmorethan5

6

billioneuros.

Unileveronsixcontinentswith264productionbase.Theyareconstantlypursuemoreonsafety,highefficiency,highqualityandenvironmentalprotectionperformance,Unilever'sglobalstandardsandmanagementsystem.

（二）TheChinesepathofUnilever

1923,Unileverco.,LTD.,thepredecessorof---LeverbrotherscompanyinvestmentinChinatoofferBritishmerchantsoapco.,LTD.,productionwasformallyestablishedinChina,Unilever'sfounder,WilliamHeskithLeverstartedtosoaptradeinChina,Unilever's"LUX"soap,soapof"umbrella",andotherproductsforgoodqualityintothemarketbest-sellingproductsinChina.MechanizationUnilevertoreturntoShanghaiin1986,withShanghai,ShanghaichemicaldevelopmentcompanyofthefirstjointventureShanghaiUnileverco.,LTD.,marksthesecondtimeinUnileverChina,mainlyproducesoapsandliquidcleaningproductsthatprotectskin,includingLUXsoap,LUXbathdew,LUXshampoo,LUXfoamcleanser,GOLDENspinningclothingfabricsoftener,etc.

Thenin2002,UnileversetuptheglobalprocurementcenterinShanghai.Unileverwon"commemoratethe30thanniversaryofreformanddevelopmentofChinesemultinationalcompaniesaward"in2008.InApril2011,UnileverChinawasawardedthe"ecologicalcooperationawardofChina"in2010,UnileverChinain2012wasnamed"internationalgoldprizeincarbon".

LateDecember9,2015,outstandingemployerinternationalauthoritativeresearchinstitutionsannounced"2016outstandingChineseemployers"list,forthefirsttimelastyeartoparticipateinthecertificationisamongthetopthreeoftheUnileveragainonthelist,withthefirstone.

InSeptember2015,UnileverTianjinindustrialparkphaseiiofficiallyopened.

二．TheobjectiveanalysisofinternationaloperationaboutUnilever

（一）Internationalbusinessenvironmentanalysis

1.Sourceofcompetitiveadvantage---Resourceviewandsystemview

Resourceviewthinkthattheenterprisecompetitiveadvantagecomesfromitsincompletefactormarketandobtainunderasymmetricinformationconstraintsandconfiguretheheterogeneityofresourcesandcapabilities.Systemtheorythinksenterprisebackgroundwillleadtocomplywiththemainsystemstructureandthehomogeneityoftheactivity.

Enterpriseres