封面
声明
致谢
中文摘要
英文摘要
目录
Chapter One INTRODUCTION
1.1 Need for the Study
1.1.1 China’s background and German companies’ development in China
1.1.2 Significance of this study
1.2 Structure of Thesis
Chapter Two LITERATURE REVIEW
2.1 Basic concepts and theories
2.1.1Culture
2.1.2 Intercultural conflict
2.1.3 Cross-culture Marketing
2.1.4 Barriers between German and China
2.1.5 Hofstede’s Cultural Dimensions Theory
2.2 Studies of marketing
2.2.1 Marketing and marketing strategy
2.2.2 Marketing Research in China
2.2.3 Globalization and Localization
2.2.4 Marketing Localization
Chapter Three RESEARCH METHODOLOGY
3.1 Research Questions
3.1.1 What is cross-culture and the reason why it comes into being?
3.1.2 What differences of management method are there between German managers and Chinese managers?
3.1.3 What marketing localization strategy Schneider takes in China? What implications can be drawn from the case for other multinational corporations operating in overseas market?
3.2 Research Methods
3.2.1 Case study of Schneider localization strategy in China
3.2.2 Questionnaire survey
3.2.3 Data collection and analysis
3.2.4 Interview survey
Chapter Four SURVEY RESULTS AND DISCUSSIONS
4.1 Questionnaire Survey result description and discussion
4.2 Interview survey results
4.2.1 Introduction of Schneider Electric
4.2.2 Schneider’s competition position and its competitors
4.2.3 Schneider’s localization strategy in China
Chapter Five CONCLUSIONS
5.1 Summary of this thesis
5.2 Research findings and conclusions
5.3 Limitations and Suggestions
5.3.1 Limitations of thesis
5.3.2 Recommendations for further studies
参考文献
APPENDIXⅠCHINESE QUESTIONNAIRE
APPENDIX II ENGLISH QUESTIONNAIRE
个人简历 在读期间发表的学术论文与研究成果
