Study on Distribution Strategy of Multinational Corporations Localization Management

Bao-li WANG, Si’en JIANG


Localization management has become a wise choice for the multinational corporations to win in the host country market. Since long ago, many multinational corporations had neglected the importance of distribution in the localization that caused the localization strategy defeat. Base on analyses the connotation of localization management, the paper summarizes some problems exit in distribution in the multinational corporations localization management such as insufficiency analysis of the host country market, the cultural conflict existence, the channel structure is unaccustomed to the climate and so on, then some corresponding solution countermeasures are proposed.
Key words: Distribution, Localization Management, Multinational Corporations
Résumé: la gestion de la décentralisation est devenue un choix pertinent pour les société multinationales à gagner dans le marché du pays hôte. Depuis longtemps, beaucoup de sociétés multinationales avaient négligé l’importance de la distribution dans la décentralisation qui a causé la défaite de la stratégie de décentralisation. Basée sur les analyses de la connotation de la gestion de décentralisation, cette mémoire résume des problèmes existant en distribution dans la gestion de la décentralisation des sociétés multinationales tels que l’insuffisamment de l’analyse du marché du pays hôte, l’existence du conflit cultural, la structure du canal n’a pas été habituée au climat etc. Donc, les contre-mesures de solutions correspondantes sont proposées.
Mots-Clés: distribution gestion de la décentralisation, sociétés multinationales

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