剖析联合利华的成功跨国经营Word文档下载推荐.docx

1、This paper introduces the multinational company Unilevers business case and business strategy, which are hidden in the deep. Then analyzes the Unilever, as a successful multinational enterprise,how to determine the operation strategy,at the continuemovement of the internal and external environment,

2、at last in charge of international trade.The paper clarify the way of multinational Unilever business andits motivation in foreign investment, and the specific management. At the end of the paper points out that unreasonable or that exist in the transnational enterprise management problems, gives th

3、e incomplete solutions and Suggestions to develop.关键词：联合利华；国际化经营；内外部环境；投资动机；Keyword： Unilever；International operation；Internal and external environment； The motivation of investment；一An overview of Unilever（一）The history of UnileverUnilever is one of the world top 500 and has offices in 75 countries

4、 around the world, with over 500 subsidiaries, the total number of employees nearly 300000 people, an annual turnover of more than $40 billion. Is the worlds second largest consumer products manufacturers, is one of the most profitable company in the world, is a famous multinational enterprises.Acco

5、rding to the latest list of the worlds top 500, 2015, 153 Unilever, and operating income of $64.2518 billion, the profit of $6.8592 billion, year-on-year growth of 4.8%.In the 1890 s, William Heskith Lever, one of the founders of Unilever, then put forward the lighten the burden of housework, let us

6、ers better life concept. Unilevers global vision: every day, we are committed to create a better future.In 1929, the Lever and the Dutch Margarine Unie company signed an agreement, to form a Unilever （Unilever） company. After 80 years of development, Unilever has became one of the worlds largest con

7、sumer products companies, has more than 171000 employees worldwide. In fiscal year 2011, the company annual sales about approximately 46.5 billion.Unilever in the field of cutting -edge research and development investment of nearly 891 million euros in 2009. Established in Britain, the Netherlands,

8、the United States, India and Chinas six major global research and development center, is constantly explore innovative products of new technology and new ideas, provide consumers with more value of brands and products. As one of the worlds largest advertisers, Unilevers annual total world spending o

9、n advertising and marketing more than 56billion euros.Unilever on six continents with 264 production base. They are constantly pursue more on safety, high efficiency, high quality and environmental protection performance, Unilevers global standards and management system.（二）The Chinese path of Unilev

10、er1923, Unilever co., LTD., the predecessor of -Lever brothers company investment in China to offer British merchant soap co., LTD., production was formally established in China, Unilevers founder, William Heskith Lever started to soap trade in China, Unilevers LUX soap, soap of umbrella , and other

11、 products for good quality into the market best-selling products in China. Mechanization Unilever to return to Shanghai in 1986, with Shanghai, Shanghai chemical development company of the first joint venture Shanghai Unilever co., LTD., marks the second time in Unilever China, mainly produce soaps

12、and liquid cleaning products that protect skin, including LUX soap, LUX bath dew, LUX shampoo, LUX foam cleanser, GOLDEN spinning clothing fabric softener, etc.Then in 2002,Unilever set up the global procurement center in Shanghai . Unilever woncommemorate the 30th anniversary of reform and developm

13、ent of Chinese multinational companies award in 2008. In April 2011, Unilever China was awarded the ecological cooperation award of China in 2010, Unilever China in 2012 was named international gold prize in carbon.Late December 9, 2015, outstanding employer international authoritative research inst

14、itutions announced 2016 outstanding Chinese employers list, for the first time last year to participate in the certification is among the top three of the Unilever again on the list, with the first one.In September 2015, Unilever Tianjin industrial park phase ii officially opened.二The objective anal

15、ysis of international operation about Unilever（一）International business environment analysis1. Source of competitive advantage-Resource view and system viewResource view think that the enterprise competitive advantage comes from its incomplete factor market and obtain under asymmetric information constraints and configure the heterogeneity of resources and capabilities. System theory thinks enterprise background will lead to comply with the main system structure and the homogeneity of the activity.Enterprise res