外企噩梦

Multinationals' Nightmare

从2000年以来,随着国际经济形势的走弱,跨国公司们纷纷把中国当作救命稻草,但它们中的很多人发现,自己公司在中国市场的衰退速度,甚至超过了它们在国际市场的颓势。 竞争对手的变化,比较优势此消彼长的流转,市场需求的丰富和转移,以及本土化过程中内部秩序的改变.都重构着外企的外部与内部环境。权力正在发生转移,这些曾经在中国市场孤独求败的先行者,曾经的游戏规则制订者们,现在必须重新调整。

Since 2000,because of the weak international economy,lots of multinationals viewed China as their last straws to clutch at,but soon they found that they were withering up even faster in this market. The transformations of their rivals,the disappearance of competing edges over local businesses as well as the varieties in market demands are all reshaping the foreign businesses' exterior and internal environments. As a result,those once pioneers and those once game rule makers now have to revamp themselves to avoid becoming victims,that's why P&G,Ikea,Sony and other foreign companies have been forced to adjust their strategies in China