麦当劳:"营"在文化,"赢"在本土化

本文认为,良好的企业文化及成功的本土化策略会给企业带来丰厚的收益。文章指出,麦当劳取得成功的关键就在于其善于经营企业文化并实施了一系列成功的本土化战略。它在进行管理尤其是人力资源管理时,重视培训,利用文化因素实现人与文化的融合,使企业文化成为员工、公司与社会之间的纽带。在将自己的品牌推向其他国家市场的时候,能够根据所在国的民族特点,促进产品标准化与本土化融合,通过促销、价格和服务的本土化,给自己的品牌注入新的创意,迎合所在国国情,立足文化,行动本土化。

McDonald's: Operate by Culture and Win by Localization

The author believes that good corporate culture and successful strategy of localization will bring great benefit for the enterprises.The key for the success of McDonald's is the operation of corporate culture and the implementation of localization strategy.In management,especially human resources management,it pays more attention to training and takes corporate culture as the bridge between employees,corporate and society.While pushing its brand into market in other countries,it integrates its product standardization with localization and infuse innovation ideas into its own brand.Basing itself on local culture and realities and implementing the strategy of localization is the guideline for McDonald's to be in a win-win situation.