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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：ThispaperintroducesthemultinationalcompanyUnilever'sbusinesscaseandbusinessstrategy,whicharehiddeninthedeep.Thena
2、nalyzestheUnilever,asasuccessfulmultinationalenterprise,howtodeterminetheoperationstrategy,atthecontinuemovementoftheinternalandexternalenvironment,atlastinchargeofinternationaltrade.ThepaperclarifythewayofmultinationalUnileverbusinessanditsmotivationinforeigninvestment,andthespecificmanagement.Att
3、heendofthepaperpointsoutthatunreasonableorthatexistinthetransnationalenterprisemanagementproblems,givestheincompletesolutionsandSuggestionstodevelop.关键词：联合利华；国际化经营；内外部环境；投资动机；Keyword：Unilever；Internationaloperation；Internalandexternalenvironment；Themotivationofinvestment；一．AnoverviewofUnilever（一）Th
4、ehistoryofUnileverUnileverisoneoftheworldtop500andhasofficesin75countriesaroundtheworld,withover500subsidiaries,thetotalnumberofemployeesnearly300000people,anannualturnoverofmorethan$40billion.Istheworld'ssecondlargestconsumerproductsmanufacturers,isoneofthemostprofitablecompanyintheworld,isafamous
5、multinationalenterprises.Accordingtothelatestlistoftheworld'stop500,2015,153Unilever,andoperatingincomeof$64.2518billion,theprofitof$6.8592billion,year-on-yeargrowthof4.8%.Inthe1890s,WilliamHeskithLever,oneofthefoundersofUnilever,thenputforwardthe"lightentheburdenofhousework,letusersbetterlife"conc
6、ept.Unilever'sglobalvision:everyday,wearecommittedtocreateabetterfuture.In1929,theLeverandtheDutchMargarineUniecompanysignedanagreement,toformaUnilever(Unilever)company.After80yearsofdevelopment,Unileverhas8becameoneoftheworld'slargestconsumerproductscompanies,hasmorethan171000employeesworldwide.In
7、fiscalyear2011,thecompanyannualsalesaboutapproximately46.5billion.Unileverinthefieldofcutting-edgeresearchanddevelopmentinvestmentofnearly891millioneurosin2009.EstablishedinBritain,theNetherlands,theUnitedS
