The Research On Business Strategy Of Localization For Airbus In China

With the continuous deepening of economic globalization,international competition is becoming increasingly fierce,Multi-National Corporations(MNCs)has become an important force to promote the development of the world economy.In order to improve market position and maintain the advantage of competition,MNCs no longer depend only on their own single production,but take their eyes on different countries and regions,and take full advantage of economies of scale and optimize the allocation of resources,thus to achieve the goal of reducing costs and improving investment profits rate.However,due to the differences between different countries and regions,which has a direct impact on whether the MNCs' business activities can be carried out smoothly,the localization strategy came into being.Globalization is always with localization.Therefore,localization strategy has become the only way which must be passed when MNCs implement global strategy.Since the reform and opening up,the MNCs has been in China for 30 years.With the continuous and stable growth of China's economy in recent years,the investment environment has been optimized,attracting many foreign outstanding enterprises investing in China,which has brought many high technology and advanced management experience,and promoted the employment of our country.Meantime,it has also brought some pressure and challenge to the Chinese local enterprises,which will inspire the Chinese enterprises to innovate and develop continuously,and improve their competitive advantages.Under the above background,this paper is based on the classical theory of MNCs and the theory of localization motivation as the theoretical support,making a deep research on the business strategy of localization for Airbus Company in China.Firstly,the paper briefly introduces the Airbus Company and its current investment situation in china.Secondly,making a detailed description on the specific ways of localization for Airbus in China,including manufacturing,human resources,marketing,research and development,as well as corporate culture,and finding the problems during the business process.Then,using PEST model and Porter's five forces model to respectively analysis the macro environment and industry environment,providing support for the next part of offering proposal of optimization.Finally,providing enlightenment for Chinese manufacturing industry when carrying out overseas operations,both from the national level and the enterprise level.