国际贸易英文论文-剖析联合利华的成功跨国经营.docx

1课程名称: 国际企业管理授课教师: 章俊杰学生姓名: 竹宇学生专业: 工商管理学生班级: 工商 1322学生学号: 201352125206论文上交日期: 2016-1-14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：This paper introduces the multinational company Unilever's 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 continue movement of the internal and external environment, at last in charge of international trade. The paper clarify the way of multinational Unilever business and its 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 the 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 Unilever3（一）The history of UnileverUnilever is one of the world top 500 and has offices in 75 countries 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 world's second largest consumer products manufacturers, is one of the most profitable company in the world, is a famous multinational enterprises.According to the latest list of the world's 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 users better life" concept. Unilever's 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 world's largest consumer 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, the United States, India and China's 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 world's largest advertisers, Unilever's annual total world spending on advertising and marketing more than 5 billion euros.Unilever on six continents with 264 production base. They are constantly pursue more on safety, high efficiency, high quality and environmental protection performance, Unilever's global standards and management system.(2)The Chinese path of Unilever1923, 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, Unilever's founder, William Heskith Lever started to soap trade in China, Unilever's "LUX" soap, soap of "umbrella" , and other products for good quality into the market best-selling products in China. Mechanization Unilever to return to Shanghai in 1986, with Shanghai, Shanghai 4chemical development company of the first joint venture Shanghai Unilever co., LTD., marks the second time in Unilever China, mainly produce soaps 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 won"commemorate the 30th anniversary of reform and development 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 institutions 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.2．The objective analysis 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 stru。