国际贸易英文论文
天池李玉刚-
课程名称
:
国际企业管理
授课教师
:
章俊杰
学生姓名
:
竹宇
学生专业
:
工商管理
学生班级
:
工商
132
学生学号
:
2
论文上交日期
: 2016-1-14
1
剖析联合利华的成功跨国经营
内容摘要：
本文介绍了跨国企业联合利华的经营案例，
挖掘了背后的经营策略，
深度剖析了
联合利华作为一
个成功的跨国企业，
在不断不运动的内外环境下，
如何确定经营
战略，
执掌
国际贸易的大权。
阐述了跨
国企业联合利华对外投资的动机和方式以及经营的具体论述。
最
后本文指出，
跨国企业经营中存在的不合理或者问题，
给与不完
全的解决方案以及对来发展
的建议。
Abstract
：
This
paper introduces the multinational company
Unilever's business case and business
strategy, which are hidden in the
analyzes the Unilever, as a successful
multinational
enterprise,how to
determine the operation strategy,at the continue
movement of the internal and
external
environment, at last in charge of international
trade.
The paper clarify
the way of
multinational Unilever
business andits motivation in foreign investment,
and the
specificmanagement. At the end
of the paper points out that unreasonable or that
exist in the
transnational enterprise
management problems, gives the incomplete
solutions and Suggestions to
develop.
关键词：
联合利华；国际化经营；内
外部环境；投资动机；
Keyword
：
Unilever
；
Intern
ational operation
；
Internal
and external environment
；
The
motivation
of
investment
；
一．
An overview of Unilever
（一）
The history of
Unilever
Unilever
is
one
of
the
world
top
500
and
has
offices
in
75
countries
around
the
world,
with
over
500
subsidiaries,
the
total
number
of
employees
nearly
300000
people,
an
annual turnover of more than $$40
billion. Is the world's second largest consumer
products manufacturers, is one of the
most profitable company in the world, is a
famous multinational enterprises.
According
to
the
latest
list
of
the
world's
top
500,
2015,
153
Unilever,
and
operating
income of $$64.2518
billion, the profit of $$6.8592 billion, year-on-
year growth of
4.8%.
In the
1890 s, William Heskith Lever, one of the founders
of Unilever, then put
forward the
Unilever's global vision: every day, we
are committed to create a better future.
In
1929,
the
Lever
and
the
Dutch
Margarine
Unie
company
signed
an
agreement,
to
form
a Unilever (Unilever)
company. After 80 years of development, Unilever
has became
one
of
the
world's
largest
consumer
products
companies,
has
more
than
171000
employees
worldwide.
In
fiscal
year
2011,
the
company
annual
sales
about
approximately 46.5
billion.
Unilever
in
the
field
of
cutting-edge
research
and
development
investment
of
nearly
891
million
euros
in
2009.
Established
in
Britain,
the
Netherlands,
the
United
States,
India and China's six major global
research and development center, is constantly
explore
innovative
products
of
new
technology
and
new
ideas,
provide
consumers
with
more value of brands
and products. As one of the world's largest
advertisers,
2
Unilever's annual total world spending
on advertising and marketing more than 5
billion euros.
Unilever
on
six
continents
with
264
production
base.
They
are
constantly
pursue
more
on
safety,
high
efficiency,
high
quality
and
environmental
protection
performance,
Unilever's
global standards and management system.
(
二
)The Chinese
path of Unilever
1923,
Unilever
co.,
LTD.,
the
predecessor
of
---
Lever
brothers
company
investment
in
China
to
offer
British
merchant
soap
co.,
LTD.,
production
was
formally
established in
China, Unilever's founder, William Heskith Lever
started to soap
trade in China,
Unilever's
and other
products
for
good
quality
into
the
market
best-selling
products
in
China.
Mechanization
Unilever
to
return
to
Shanghai
in
1986,
with
Shanghai,
Shanghai
chemical
development
company
of the first joint venture Shanghai
Unilever co., LTD., marks the second time in
Unilever
China,
mainly
produce
soaps
and
liquid
cleaning
products
that
protect
skin,
including LUX soap,
LUX bath dew, LUX shampoo, LUX foam cleanser,
GOLDEN spinning
clothing fabric
softener, etc.
Then in 2002,Unilever
set up the global procurement center in Shanghai .
Unilever
won
the
30th
anniversary
of
reform
and
development
of
Chinese
multinational
companies award
the
cooperation
award
of
China
in
2010,
Unilever
China
in
2012
was
named
Late December 9, 2015,
outstanding employer international authoritative
research
institutions
announced
outstanding
Chinese
employers
list,
for
the
first
time
last
year
to
participate
in
the
certification
is
among
the
top
three
of
the
Unilever
again on the list, with the first one.
In September 2015, Unilever Tianjin
industrial park phase ii officially opened.
二．
The objective
analysis of international operation about Unilever
（一）
International business
environment analysis
of competitive
advantage---Resource view and system
view
Resource
view
think
that
the
enterprise
competitive
advantage
comes
from
its
incomplete factor market and obtain
under asymmetric information constraints and
configure the heterogeneity of
resources and capabilities. System theory thinks
enterprise background will lead to
comply with the main system structure and the
homogeneity of the activity.
Enterprise
resource
view
is
one
of
the
mainstream
in
the
field
of
strategic
management
theory,
and
studies
the
basic
theory
of
enterprise
competitive
advantage.
Resource view
thinks that the enterprise resources and ability
is the enterprise
to
obtain
high
returns
profitability
and
the
foundation
of
sustainable
competitive
advantage ,
based on this
view,
the ability of
enterprises
to choose
and configure
resources
heterogeneity is the enterprise of the reasons for
its economic rent.
With
the
resource
based
view
that
enterprise
heterogeneity
exists
in
the
select
the
resource and ability, on the other
hand, the view of system theory the basic
assumption is: enterprise in its
internal and external environment to observe the
3
main
specification, tradition and social influence will
lead to enterprise in the
homogeneity
of
structure
and
activity.
Successful
companies
are
those
that
support
by
abide
by
social
pressure
and
legitimacy
of
enterprise,
comply
with
social
expectations for organizational success
and survival, namely the enterprise to
acquire competitive advantage, to
integrate system of organizational behavior and
the goal and background as the
prerequisite. At the individual level, the system
background
including
decision
makers
of
norms
and
values;
At
the
enterprise
level,
system background including tissue
culture and policy; In enterprise level, the
system
background
including
public
and
institutional
pressure
and
industry
is generally
defined as a set of rules, they are used to
control
a
specific
behavior
patterns
and
relationships
(Davis,
the
North,
1970,
8)
quoted
in
literature
[8].
Viewed
from
the
system,
the
enterprise
is
in
a
specification, the value
of the frame of the social operation.
rise environment analysis
（<
/p>
1
）
External
environment
For Unilever
，
a multinational company,
the parent company and subsidiaries of
residence or registered often located
in different countries or regions, there is
no clear applicable written on
international laws and regulations but actually
control from many aspects of
multinational companies, national legal
regulations,
and
state
regulation
and
international
regulation.
Develop
a
code
of
action
is
the
best way to solve the
problem of transnational corporations control.
From this point of view, there are many
advantages of Unilever
，
which came into
China
from
the
beginning
of
the
20th
joined
among
the
international
trade
in the trend of early, Unilever exactly
knows the laws and regulations on the
international, and as an old member, it
is also dedicated to abide by and maintain
the international code of conduct for
international globalization
brought to
accelerate economic development, circulation of
commodities speed
development. For
global trade, whether national, regional or
international, are
given the positive
feedback.
Many Chinese foreign products
have resistance at the beginning, Unilever used to
promote
foreign
name
will
be
part
of
the
consumer's
psychological
rejection.
Created
an opportunity for Unilever
localization strategy, for example, after the
acquisition
of
toothpaste
brand
occupy
a
great
advantage
in
the
market,
has
become the industry leader.
Gradually, globalization swept through,
a lot of people go abroad, to abandon old
ideas, have great curiosity for foreign
products ,and western way of life ,like
Americans
’
,are
different from Chinese
’
in
many ways can correct ideas of
the
people,
make
up
for
the
inadequacy
of
Chinese.
Is
also
on
consumer
goods,
people
rushed
to
buy
so-called
goods
high
quality,
that
provides
a
perfect
show
opportunities for Unilever, and
articles for daily use is the first big necessity
in people's life, is also the first to
meet the demand.
And in recent years,
green environmental protection gradually become
the focus of
social
attention.
Unilever
is
put
forward
and
promoted
the
strategy
of
development
4