Abstract: Strategy is a long-term business goal and action policy established by enterprises to adapt to environmental changes. If an enterprise wants to develop better for a long time, it must formulate and adjust its strategy according to the changes in its operating environment. With the constant changes of the world economy and the increasing openness of China, more and more multinational companies invest in China. Investment strategy, and launched a series of discussions and analysis.

Keywords: multinational corporations; Global strategy; Investing in China; R & amp

I. Introduction

With the progress of science and technology, the improvement of socialization of production and the further strengthening of international division of labor and economic globalization, multinational corporations have developed rapidly around the world and become the main body of international direct investment, thus playing an increasingly important role in world economic activities. In the process of globalization, multinational companies constantly adapt to the market rules in the new environment by adjusting enterprise structure and decision-making.

Second, the definition of transnational corporations

Multinational companies refer to large enterprises that rely on abundant capital, advanced technology and perfect management system to set up subsidiaries in other countries and regions through foreign direct investment and engage in international production and sales activities.

Third, the concept of global strategy.

Global strategy itself is a process of historical development and evolution, and there can be many strategic models. According to the degree of internationalization of enterprise management, it can be divided into four types: national center strategy, multi-center strategy, regional center strategy and global center strategy. According to the degree of international business integration, there are three types: independent subsidiary strategy, simple integration strategy and comprehensive integration strategy. The global strategy of multinational corporations is essentially based on long-term global goals, coordinating and unifying the internal and external resources of enterprises around the world, rationally arranging a series of technological development activities such as investment, production, sales and service of enterprises, and making effective use of limited resources in a limited time. The global strategy of multinational corporations, in a sense, denies the original international production mode of big and complete, small and complete. Through the transnational allocation, management and coordination of various resources, it realizes the integration of procurement, production, research and development, marketing, finance and production specialization, gives full play to the synergistic effect of resources, and maximizes the international competitiveness and anti-risk ability of enterprises.

Fourthly, the analysis of the present situation of multinational companies' investment in China.

The investment of multinational companies in China refers to R&; Purpose of investment behavior. Through analysis, it is found that multinational companies are currently developing; D investment mainly has the following characteristics:

1, the development speed is fast, but the scale is small. From 1994 beiyou-Nortel R&; Since the beginning of Center D, multinational companies have established R&D centers. In China; D mechanism is increasing year by year, and the increasing speed is obviously accelerated. However, as the investment of multinational companies in China is still in its infancy, R&; D institutions are generally small in scale.

2. The distribution of industries is scattered, with information industry as the main industry. At present, multinational companies are developing; Organization D involves computer, software, communication, chemical industry, automobile, biopharmaceuticals and other fields, among which computer, software, communication and other information industries are the industries with the largest R&D investment, accounting for more than half of the total.

There are many ways to invest, but sole proprietorship is the main way. Generally speaking, multinational companies set up R&D centers. There are three main forms of R&D institutions: one is to establish R&D institutions; Only in China; D institution; The second is to establish a research and development center; In a joint venture; D institution; Third, cooperate with universities or scientific research institutions in China to establish R&D centers; D organization From the current development of R& multinational companies in China; D investment, multinational companies tend to set up research and development centers. D. in the form of sole proprietorship; D organization, mainly based on the consideration of value orientation and technical control.

Verb (abbreviation of verb) The main reasons for multinational companies to invest in China:

The author believes that the overseas research and development of multinational companies; D. The investment reason mainly comes from the comprehensive consideration of the following six factors:

1, market factors. Real market based on rapid expansion. Facing the rapidly expanding R&D market, multinational companies choose to set up R&D in China. Organization D: First, it hopes to use the existing scientific and technological achievements and technical conditions to realize the localization of scientific and technological achievements and support their production and sales in China; Second, I hope to pass R &；; D investment, direct understanding of the new trend of market demand in China, so as to research and develop related products in a targeted manner, so as to support the advanced nature of its products and its monopoly position in the technology industry and occupy more market share.

2. Strategic competitive factors. Gain a competitive advantage. With the continuous introduction of foreign capital in China, the competition among multinational companies and between multinational companies and local companies in China is becoming increasingly fierce. Set up a research and development center to deal with competitors. In China; With the competitive advantage brought by D organization and the improvement of R&D strength of domestic enterprises, multinational companies have to speed up the establishment of R&D in China. The pace of the organization, hoping to set up a research and development center; In China; D organization will pool excellent scientific and technological resources in the industry, implement industrial technology control, and restrain the R&D capability of domestic enterprises.

3. Natural factors. Get high-quality and low-cost talents. China has a large number of high-quality scientific and technological human resources with relatively low wages, and a large number of high-quality scientists and engineers who can carry out research and development at all levels from basic research to new product development, which is very important for multinational companies to set up R&D in China. D mechanism is very attractive.

From the above analysis, it is not difficult to judge that the reason why multinational companies can maintain their long-term investment in China and continue to expand is also inseparable from China's own conditions and multinational companies' own business strategies. Because China was a great country from the beginning, with 9.6 million square kilometers of land and a population of 654.38+0.3 billion; Especially since the reform and opening up, China's political situation has been continuously improved and stabilized, its economic strength has been greatly enhanced, people's living standards have been rapidly improved, and consumer awareness has been continuously enhanced. All these factors make China a big market with great potential in the world. The rapid growth and great potential of China market have attracted many multinational companies to invest in China. In addition, multinational companies have increased their investment in China because of their global strategic considerations. More importantly, we should fully tap the global value of the China market, fully integrate China into the production system of the global economy, and realize the global competition and strategic goals of multinational companies.