中小型跨国企业在中端市场的发展机遇与挑战开题报告模板.doc

本科毕业论文开题报告论文题目 Opportunities and Challenges for Small and Medium MNCs to Enter the Chinas Mid End Market学生姓名胡宇诗专业班级英语112学号题目类型理论研究型 应用型1 题研究意义及国内外研究现状In recent business world, multi-national corporations get a clear definition: multi-national corporations refer to the large international enterprises which are composed of two or more than two national economic entities, and be engaged in business activities of production, sales and other cooperation. In past days, multi-national corporations mainly referred to the monopoly of the developed capitalist countries which established their commercial base in their own countries while setting up branches or subsidiaries engaged in the internationalization of production and business activities through foreign direct investment at abroad. Nowadays the United Nations Commission on Transnational Corporations considers that multi-national corporations should have the following elements. A multi-national corporation is an enterprise comprising entities in two or more countries, regardless of the legal form and fields of activity of these entities, which operates under a system of decision-making, permitting coherent policies and a common strategy through one or more decision-making centers, in which the entities are so linked, by ownership or otherwise, that one or more of them may be able to exercise a significant influence over the activities of others, and, in particular, to share knowledge, resources and responsibilities with the others. The size of a small or medium multi-national corporation is generally based on the number of employees. Manufacturing companies with less than 500 employees, wholesale companies with less than 100 employees and retail companies with less than 50 employees are considered to be small or medium multi-national corporations. Mid-market consumer groups are mainly social middle class. To determine the overall size and growth trends in the mid-market need to figure out the size and growth trend of the middle class. There are indications that the consumption structure of Chinese society is evolving from a dumbbell-shaped structure to a spindle-shaped structure, and the key factor is the continuous development of middle class. On this occasion, there are many Chinese domestic scholars who had provided some unique insights for Chinese enterprises to implement transnational management. They have summarized four aspects of motivation of the foreign direct investment: (1) to seek new market opportunities; (2) to circumvent trade barriers; (3) to follow advanced technologies; (4) to obtain shortage raw material.Due to the external macro environment deterioration, market competition aggravate or effect factors such as lack of own ability, small and medium multi-national corporations begin to make use of their accumulation in the original market and technical advantages to develop higher cost of intermediate products. Coupled with the marketing communications of the brand image, these small and medium multi-national corporations successful entry into Chinas mid-market. However, with the continuous development of the market, other companies continue to join in to make competition fiercer, which makes small and medium multi-national corporations have to adjust their strategies.Studies on growth mechanism of Chinas small and medium multi-national corporation and to speed up their cultivation have important practical significance to enhance Chinas international competitiveness. The strength of multi-national corporations is the most direct manifestation of countrys competitiveness in the international market. Thus, combined with the analysis of the domestic and foreign data to go on the research of small and medium multi-national corporations growth mechanism, and make suggestions on the cultivation of medium multi-national corporations according to the research results, will make a contribution to improve the overall strength of Chinas mall and medium multi-national corporations and enhance Chinas international competitiveness.课题研究的主要内容、预期目标和研究方案课题进度计划准备