摘要:中国从改革开放开始，对外开放的程度逐渐增加，中国正在国际舞台上崭露头角，并以其强大的市场吸引着大量跨国公司的目光，越来越多的跨国企业将总部迁至中国，中国的丰富劳动力和巨大的购买力市场对跨国企业的成长而言是至关重要的，因此众多跨国企业进入中国市场并将本土化策略作为拉近国际品牌与中国顾客距离的主要手段，试图通过本土化策略占领更多的中国市场。本文主要是针对跨国公司在全球开展跨文化管理过程中，所必须面临的企业品牌本土化这一关键问题进行研究，并以可口可乐品牌为例，分析其在中国市场的本土化策略，从而探究影响跨国企业本土化战略决策的主要因素，并提出本土化策略的发展建议。

关键词：跨国公司 本土化战略 可口可乐

Abstract：From the beginning of the reform and opening up, the degree of China’s opening is gradually increasing, China is on the international stage, and its strong market has attracted the attention of a large number of multinational companies, more and more multinational companies moved their headquarters to China, its abundant labor and huge purchasing power market are the critical factors to the growth of the multinational companies, so many multinational companies entering the Chinese market and using the localization strategy as the primary means to short the distance between the international brands and Chinese customers, trying to occupy more Chinese market through this strategy. This paper is the study of the crucial issue (brand localization) the companies must face when they carry out the cross-cultural management all over the world, and use Coca-Cola as an example to analyze its localization strategy in China market, in order to explore the main factors influencing the localization strategy of multinationals and development proposals made for this strategy.

Key Words: Multinational companies  Localization strategy  Coca-Cola