随着世界经济一体化的发展,跨国公司之间的竞争日益激烈,它们不仅要与当地的公司抢占市场份额,而且还要与同在一国市场的其他国竞争对手分羹夺食。一国政府、企业和民众往往把是否在本国实行人员、企业文化、物料、营销等本土化,作为判断跨国公司是否对本国有利的一个标准。因此,谁更了解市场,谁更熟悉东道国的文化习俗,谁就在激烈的市场竞争中占据领先地位。 With the development of world economic integration, the competition among transnational corporations has become increasingly fierce. They not only need to seize market share with local companies, but also share with other country competitors in one country’s market. A country’s government, enterprises and people tend to regard whether their own country, the implementation of personnel culture, materials, marketing, localization, as a judge of whether multinational corporations a favorable standard for their own country. Therefore, who knows more about the market and who are more familiar with the cultural practices of the host country, will occupy the leading position in the fierce market competition.