Study On Localization Operation Strategy Of MM’s Branch Company In Changchun

With the rapid development of economic globalization, many world-famoustransnational corporations carry out their localization operation strategies one afteranother in order to fully take use of local resources and accelerate market-access pace.So to speak, localization operation has become a necessary strategy of realizing globaldevelopment and a strategic thinking of exploiting and occupying market fortransnational corporations. As a world-famous transnational group corporation, MMhas taken the leading position in the area of design and manufacturing of vehiclecomponents and hi-tech systems. And the establishment of Changchun branch is asignificant strategic measure aiming at automobile industry market in northern China.Golden opportunities and strategic thinking are often companied with drasticcompetition and challenge, then it has become an important issue that what should bedone to swiftly integrate local environment and exert company advantage to satisfycustomer requirement, promote competitiveness and enhance market share. Thisthesis analyzed the implementation environment and issues in the operation process oflocalization strategy to find out its suitable development strategy which can make thecompany triumph in the fierce business competition and get more economic benefits.The thesis includes five chapters, which explains writing setting and meaning, mainstudying contents and methods at the very beginning. Then it introduces the concept,contents and the implementation process of localization operation strategy. On basisof these, the thesis analyzes the external environment and internal conditions of thestrategy implementation combined with the actual situation of MM Changchun branch.Afterwards, it sets forth the strategy object, basic principles, product line strategy,supply chain strategy and management strategy. Finally, the thesis researchessupporting measures of strategy implementation based on company itself, which areprobed in the aspects of promotion of management idea, improvement of organizationsystem, training of administrative staff, stimulation of cooperative partners andmatching of technology and capital, etc. The thesis starts from localization driver andtheoretical basis, and analyses the environment and condition about localization implementation of MM’s branch company in Changchun delicately by usingtheoretical knowledge of localization operation strategy. Research from the thesis, asfar as the actual state of Changchun branch, it is in favor of accelerating passing thecustomer audit and promoting company to access SOP status early to remove productline and successively use the original suppliers. The appointment to key position isalso significant. At the very beginning, some key employees are appointed byheadquarters. While, much attention should be paid to the excellent managers whichare selected from local talent market to form its own human resources pool accordingto local development requirement step by step. In addition, the thesis proposes a seriesof supporting measures combining with the issues appeared in the process ofoperation. Aiming at its product feature and customer requirement of Changchunbranch, the company should set up the brand of advanced technology and reliablequality and optimize after-sales service to promote its soft power, and set up sense ofcompetition to do in the market-oriented way. It should establish rational dept.organization according to its own business scope and developing goal instead ofcopying headquarters’ organization structure completely and strengthen departmentcoordination to increase efficiency. Also, it should formulate company regulations andsystems by fully combining with local cultural environment, fully stimulate partners’enthusiasm to prompt both parties get mutual development and benefits by a series offeasible incentive measures, fully import technology to improve local technical leveland insure capital matching timely and effectively. The thesis reflects a thinking wayto localization operation strategy of MM’s branch company in Changchun by studyingon it.