中文摘要：亚马逊作为世界一流的电商的电商公司，自2004年进入中国以后却发展的相当缓慢。它的本土化政策也被业内人士经常拿来批判。但是亚马逊是美国最大的电商平台，它的创始人更是因此曾登上世界首富的宝座。本文将根据前人提出的关于跨国公司本土化经营的理论和观点，运用SWOT分析模型全面分析亚马逊中国的本土化政策。还将根据分析，指出亚马逊本土化进程缓慢的原因是决策机制、供应链运营管理、市场营销、和第三方平台等方面的问题。推行有效的本土化政策是亚马逊在中国实现成功的必然之路。

亚马逊本土化政策效果不佳的原因可以归咎为中美文化差异和中国团队缺乏决策能力等。文章还将进一步提到如何解决当前的种种问题。比如充分赋权给中国的管理团队，进行必要的市场营销，和了解更多的当地文化等

关键词：亚马逊中国；本土化经营

Contents

Acknowledgments

Abstract

中文摘要

1. Introduction.1

2.The Introduction of Amazon2

2.1 The History and Current Situation of Amazon.2

2.2 The Introduction of Amazon China 3

3. Amazon’s SWOT Analysis4

3.1 Analysis about Amazon China’s Advantages in Competition4

3.1.1 Strong Technical Support

3.1.2 The Perfect Logistics and Warehouse

3.2 The Disadvantage4

3.2.1 The Lack of Rights5

3.2.1 The Lack of Marketing5

3.2.3 Global Synergy5

3.3 Potential Opportunities.5

3.3.1 The Development Opportunity of E-commerce5

3.3.2 The Economic Value of the Data6

3.4 Threat analysis6 

3.4.1 Increased Competition.6

3.4.2 Risk of Policy and Legal.7

3.4.3 The Inevitability of Localization Strategy.7

4 The Analysis about the Localization Strategy Implement.8

3.4.1 Increased Competition.8

4.1 The Present Situation of Implementing Localization Strategy in Amazon China.8

 4.1.1Acquiring Joyo8

4.1.2 Building Warehousing and Logistics9

4.1.3 The Innovation on Website Management.10

4.2 Problems in Implementing Localization Strategy11

4.2.1 Decisions Making11

4.2.2 Supply Chains and Operations Management.12

4.2.3 Marketing13

4.3 The Reason of Localization Strategy Encountering Predicament13

4.3.1 The Differences in Culture Between China and America.14

4.3.2 Local Decision-making Ability of Multinational Enterprises.14

4.3.3 Complexity of Collaborative Technology.14

5. Conclusion.15

References17