基于价值链理论的戴姆勒在华本土化战略分析与建议

Analysis and Suggestions of Daimler􀆳s Localization Strategy in China Based on Value Chain Theory

在价值链理论的框架下,以德国老牌汽车企业戴姆勒股份公司为研究对象,分析其中国市场本土化策略的优势与不足之处。在中国市场成长的几十年里,戴姆勒本土化措施丰富,涵盖到企业价值链的各个环节,取得了较大成就;但存在本土化战略持续性不强、实施不够透彻的问题,具体表现为产品信誉缺乏保障、违反中国经济秩序等。最后,文章提出了针对性建议。

Under the framework of value chain theory,this paper takes Daimler AG,an established German automobile company,as the research object,and analyzes the advantages and disadvantages of its localization strategy in the Chinese market.During the decades of growth in the Chinese market,Daimler􀆳s localization measures are abundant,covering all links of the enterprise value chain,and have made great achievements,however,the localization is not sustainable enough and the implementation is not thorough,which are specifically reflected in the lack of product reputation and violation of China􀆳s economic order.At last,the paper puts forward some targeted suggestions.