近代外国在华企业本土化研究

【作者】 王强；

【导师】 朱荫贵；

【作者基本信息】 复旦大学 ， 中国近现代史， 2008， 博士

【摘要】 近代外国在华企业是近代企业的重要组成部分。外国企业在近代中国经营的本土化过程是外国企业与近代中国社会关系的缩影。英美烟公司是近代中国企业史上著名的外国烟草企业,无论在企业规模、市场垄断、企业经营还是与政治、社会以及消费者的关系方面,都体现出鲜明的本土化特征,是外国企业在华本土化经营的典型。以英美烟公司为中心进行个案分析,不仅有利于比较全面地还原外国企业本土化的过程和特点,也有利于利用个案研究容易深入挖掘的特点,更进一步深化对本土化问题的认识。由于长期的闭关锁国政策,外国商人对中国社会缺乏必要的了解,尤其近代以来,蜂拥而至的外国企业进入中国以后所面对的是一个十分陌生的市场环境。这个庞大的市场显现出与西方商业社会迥然不同的众多特征:千差万别的方言,迥异的生活习惯、文化禁忌,陌生的商业习惯,复杂的关系网络、行业组织,对市场缺乏必要的了解成为外国企业进入近代中国社会的主要障碍。但近代以来,尤其马关条约以后,由于庞大市场带来的巨额利润的刺激,外国在华投资迅速增长,各主要资本主义国家争先在华设立工厂,垄断市场。外国企业在进入中国以后,其西方式的组织机构和管理理念势必与中国市场中的乡土、家族观念以及行业组织、习惯等传统特征发生碰撞,有着几千年文化积淀并相对稳定的传统市场结构给外国企业开拓中国市场带来了巨大的阻力。而企业作为盈利性组织,利润最大化是其最终目标,面对着中国庞大的市场和高额利润,本土化是外国企业采取的必然措施。本土化过程使外国在华企业最终在组织机构、经营管理、原料和生产、销售网络、企业文化等方面逐渐形成浓厚的本土化特征。这些特征表现在许多方面,如近代中国以私人关系为特征的商业网络迫使外国企业不得不利用买办进行原料采购和产品推销;地方社会的势力网络使外国企业在下层经销商体系中放弃西方企业层级管理体制,转而依靠家族式管理;各地迥异的风俗习惯使外国企业在产品广告和企业宣传的过程中小心翼翼投其所好以免触犯禁忌;政界的派系斗争、政权频繁更迭以及非常态的政企关系使外国企业在处理与中国政府的关系时往往根据不同情况实行恩威并重的策略等等。导致外国企业采取本土化策略的社会因素,无论是商业社会中的地缘、血缘关系,农村士绅势力在地方事务的影响,个人关系在商业社会的作用,还是复杂迥异的地区、民族文化习俗,都具有悠久的历史和形成过程,都是中国社会传统文化的组成部分,并在近代中国社会中依然存在。而英美烟公司为适应这些传统所进行的各个方面的调整和变化,也就是是外国企业适应中国文化的过程,在近代中国经营本土化的过程。由于这个过程中的每个部分都有文化适应的共同点,因此也就可以说,本土化的核心内容是文化适应。另一方面,由于社会文化和传统习惯具有一定的稳定性和保守性,使适应商业环境成为一个外国企业扩大在华经营和获得利润的必经之路,从这个意义上说,尽管不同行业,不同企业个体的本土化的层次、途径和形态不尽相同,但不容质疑的是,外国在华企业的本土化过程具有必然性和普遍性。更多还原

【Abstract】 Foreign enterprises in modern china are the important component of businesses in modern china. The process of foreign enterprises tried to be an enterprise with native characters is the microcosm of the relation of foreign enterprises and the society of modern china. British & American Tobacco Co. (B.A.T) is a famous tobacco company, it showed clear native management idea in some fields, and it is a typical example of foreign enterprises with native idea. So, focusing on the B.A.T is profit to clear the process and characters of foreign enterprises’ native idea, and profit to research the native idea deeply by use of the merit of case research.Because of the long term "close-door" policy, it is very difficulty for foreign enterprises to understand the market situation, and they found that the large market had some native characters: different dialects, different life styles and different culture custom, strange business habits, complicated relationship and various professional organizations. These characters brought many difficulties to foreign businessmen to manage their enterprises in modern China society.After the Opium War, most all west developmented countries try to invest into modern China, constructed factories and monopolized market. At the same time, it is necessary that the organizational construction and managerial ideas of these foreign enterprises meet some traditional characters, for example, the idea of family, professional organization and business habit in modern China. Confirmly, these traditional market construction with culture tradition with thousands years is the principal barrier for foreign enterprises to developed in modern China. As organizations with the purpose of seeking profit, when foreign enterprises facing the large market and profit in modern China, native characteristic is their necessary way. In the affect of the native management idea, foreign enterprises’ organization, management, raw material and production, sale network, enterprises culture turned to be native. These characters could be find from many fields: foreign enterprises had to purchase raw material and production sales by the control of Chinese compradors in the business network with the private relationship; had to give up their bureaucratic managerial system, and turned to depended on the family management; had to pay attention to the advertisements’ culture implication because of various customs; had to establish relations with every governor. These social element—relationship of district and blood, the influence of regional gentries, private relationship in modern business society, and complicated culture customs—which affected on the building of foreign enterprises’ native management, they all have long term history, are all important part of Chinese traditional culture. The process of B.A.T tried to adapt these element is the process of foreign enterprises tried to adapt Chinese traditional culture, the process of foreign enterprises turned to manage natively business. So, the key idea of the native management is culture adaptation. On the other hand, because of traditional culture have stability and conservatism, adapting culture become necessary for foreign enterprises to expand market and profit. So it is confirm that the native management is necessary and general for foreign enterprises to live in modern China, even though their level, channel, form of native characteristic are all not similar in different profession and enterprise.更多还原