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 deep. Then 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 and its motivation in foreign investment, and the specific management. 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；International operation；Internal and external environment；The motivation of investment；一．An overview of Unilever（一）The history of UnileverUnilever 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 "lighten the burden of housework, let users better life" concept. 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, Unilever's annual total world spending on advertising and marketing more than 5billion 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 Unilever1923, 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 "LUX" soap, soap of "umbrella" , 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"commemorate the 30th anniversary of reform and development of Chinese multinational companies award" in 2008. In April 2011, Unilever China was awarded the "ecological cooperation award of China" in 2010, Unilever China in 2012 was named "international gold prize in carbon".Late December 9, 2015, outstanding employer international authoritative research institutions announced "2016 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 analysis1.Source of competitive advantage---Resource view and system viewResource 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 main specification, tradition and social influence will lead to enterprise in the homogeneityof 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 specifications.System 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.2.Enterprise environment analysis（1）External environmentFor 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 century.It 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 company.Trade 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 "China" 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’s.They 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 "foreign 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 "sustainable development", pay attention to the development of green industry, resource saving and environment protection, has become the model of this area.Compared with the external environment, internal environment and enterprise development relationship more closely.（2）Internal environmentIn order to more intuitive to show Unilever's internal environment, this paper choose the VRIO model to analyze its enterprise resource.Unilever has the abundant capital strength, material resources and manpower resource such as tangible resources, high efficiency of the business and the social public welfare activities, great value. Unilever also rich intangible resources, information channels broad, numerous brand resources, is difficult to imitation.And its across six continents production base and a large number of employees enough to witness his organization management system is rigorous, high ability of organization.For the scarcity, the world can compete with rival Unilever only one enterprise, and the two companies also take turns to the top in the industry.Then technology development ability, improve product design, the diversity and complexity, and has many patent technology. Large scale and strong marketing ability, service ability.(二)Multinational companies the motives of foreign direct investmentFor FDI（Foreign Direct Investment），there are three main ways:building new subsidiary at foreign country, multinational joint venture and cross-border m&a. With the changing international economic environment, the multinational m&a gradually rise.The theory of international production compromise, whose corn is OLI model , combines the enterprise theory of new classical economics, industrial organization theory, new institutional economics of organization theory and the related theories of regional economics. The value of the cross-border m&a as FDI phenomenon for a basic interpretation. It argues that foreign direct investment activities of transnational corporations is decided jointly by the three advantages of OLI model, namely the ownership advantages, location advantages and internalization advantages. Only have these three advantages at the same time companies will choose foreign direct investment.1.Look for OWNERSHIP advantageIn-depth analysis of Unilever's cross-border m&a behavior,we can find that it is in order to better achieve localization strategy.Looking for economies of scale,getting market forces. Cross-border m&a can use the limited funds rapidly expand the scale of the enterprise. Also can conducive to production, reduce production cost, strengthen the enhancement enterprise's ability to dominate the market.2.Look for LOCATION advantageCross-border m&a allows businesses to bypass trade barriers.From the perspective of international trade, cross-border m&a is to overcome trade barriers and the effective ways to reduce the outlet pressure brought by the financial crisis. Many countries have adopted the policy of trade protectionism, with high tariffs, import quotas and so on all sorts of measures to build trade barriers. The existence of tariff and non-tariff barriers also affect corporate investment choices.Close to the market,which is convenient to access resources. The population of Asian is big, so the market of production is wide, the establishment of mergers and acquisitions to multinational companies set up overseas marketing network. The population of China is particularly much, high demand, high level of consumption, suitable for market development. Near the consumer market, reduce transportation costs and the cost of protection.3.Look for the INTERNAL advantageCompared to the company that provide the products by importing into China directly, Unilever implement cross-border m&a quickly integrate into the Chinese consumer market.(三)Unilever's international operation，in China, for example1.When to enterThe first time Unilever enter the Chinese market is the beginning of the 20th century, shortly after the overthrow of the feudal dynasty, at that time, many foreign stuff was introduced into China, Unilever production on consumer goods made people strong repercussions, people for western fresh things is also a concern.Since Chinese Economic Reform, China vigorously support the development of economic diversification, the introduction of outstanding foreign investment. Unilever into China again, this time under the protection of the right in in the policy. Over this period, the domestic economy is booming, significantly improve people's living standard, the purchasing power and demand all came up, immediately opened the market of new products.This means that the policy support for the transnational operation is very important. Unilever is the use of China's reform and opening up the special period, accurately and efficiently enter into the Chinese market.2.Where to enterAfter the Chinese Economic Reform,the economic of China develop rapidly.The position in international market improve constantly, the international influence is also more and more big,especially potential ability.After join to the WTO in 2001, the international awareness and a higher level. And as a major power resources and most populous country, because of the lack of core technology, capita resources in China is small, cheap labor is rich, provides the perfect conditions for production activities.As the largest developing country, is that many of the coveted for foreign investment merger and acquisition.3.How To EnterFrom 1986 to 2001, Unilever's investment in China a total of about $1 billion, the introduction of more than 100 advanced patent technology, directly employs approximately 4000 employees in China, the indirect provides 14000 jobs, more than 20 brands of products, covering all aspects of People's Daily life.For the realization of the company's commitment to long-term development in China, Unilever has invested 166 million yuan, in February 2000 established its sixth global r&d center in Shanghai, Unilever China research and development center, the center focuses on product formula, and pay attention to introducing the natural ingredients ofChinese traditional science advocated Unilever's products, in order to make the product more suitable for Chinese consumers Unilever.With China's accession to the WTO, Unilever established global sourcing center in Shanghai, relying on the rich resources in China, to the Unilever global export raw materials and finished products.For multinational companies, investment, m&a and development are good way of the presence.三.The problem Unilever in international operation1.Unilever and Procter&Gamble, the two largest consumer goods manufacturers in the world,occupy the cost of living areas. But the competition between them is fierce. As a leading market share , p&g will never allow competitors have similar new products on the market, while its multi-brand strategy actively, make similar products of different brands have their own space for development.And although there are numerous brands, Unilever but every variety covers fewer brands, for the customer choice is less, so it is difficult to make similar products occupy a larger market share.2.Unilever doesn’t have strategic advertising strategy and can't hold on big market, result in there is no enough market to share.四．The solution1.A variety of brand strategy is not simply a product with several trademarks, but the pursuit of similar products differences between different brands, including function, packaging, publicity, etc, from the aspects such as to form a distinct personality of each brand. In this way, each brand has its own development space, the market will not overlap. Different customers want different interests from product portfolio.2.Improving the Advertising targeted.Distinguishing the market segmentation is not greatly depend on the differences between the function and price, but give consumers through advertising appeal to different psychological hint.3.Implement knowledge marketing promote brand value, referring to the enterprises in the process of marketing into the knowledge content, help the masses of consumers to increase knowledge of goods but improve the quality of the consumers, so as to achieve sales of goods, develops the market.五．ConclusionOverall, the path of Unilever on international business is a success, and in the context of the current market conditions, it is basically succeeded in Unilever's business planning and goal.参考文献:金满涛. 我国民营经济跨国并购的OLI动因分析,2011年。
