跨国公司本土化年度指数2010

Ⅰ. 项目简介
重新界定跨国公司在
中国经济与社会系统
中的新角色、地位变
化
通过量化数据来衡量
知名跨国公司对中国
社会进步所做出的综
合价值
项目目标
全面反映它们的市场
实力与运营现状
识别外资企业在华发
展的年度性重大趋势

Ⅰ. 项目简介
• 主 办：中国企业家杂志
• 战略合作：对外经济贸易大学国际商学院跨国公司研究中心
• 智力支持：博斯管理咨询公司
• 著名学者：对外经济贸易大学、长江商学院、上海财经大学、商务部研究院跨国公司研究中心
• 管理咨询：罗兰.贝格、博斯公司、波士顿咨询、普华永道、摩立特等
• 企业高管：曾担任跨国公司的中国区事务的主要高管
• 国际组织：联合国贸发会议投资部、国际贸易和可持续发展中心、WWF、TNC、山水自然等
• 问卷样本库（500家），主要来源：福布斯全球2000强、财富500强在华投资企业、新兴行业中
的全球领先。
• 在前期沟通中，各行业、各国别的主要跨国公司均表示了积极参与的兴趣，包括GE、3M、富士
胶片、国际纸业和TNT等数十家企业；不论来自B2B或B2C产业，更多的跨国公司正在加入……

II. 为什么参与？
行业对标：了解同行业中
处于领先地位的企业发展
情况，明确自身企业所处
位置；
战略定位：以本土化为核
心，用综合性指标系统性
地考察企业在华发展情况；
政策建言：报告直接反映跨
国公司在华发展遇到的问题
及困惑，提供政策建议等作
用；
参与价值
全球影响：国内首次从本土化
维度对跨国企业开展整体性评
价，将协调国际性媒体对此加
以关注与报道，相关成果将以
英文版方式向国际社会进行广
泛传播 。

II. 为什么参与？
项目全部费用由本刊独立承担，参与项目调
研和评选的企业，一律不涉及与此相关的费
用。
项目是本刊研究部联合权威学术机构共同推出，
坚持独立、第三方和学术 价值；
本项目所涉及企业的事实、数据等各类资料，仅用于学术
研究之用；相关内容如需公开传播，将征求企业的意见和
建议。

II. 为什么参与？
 封面报道：2010年10月下出刊的中企杂志中，以封面报道隆重推出本土化指数报告、
跨国公司50强和部分重点企业访谈文章；
 网站专区：在中企网站上专门的研究专区中，对跨国公司本土化指数有重要详细的介绍；
 新浪专区：同时与新浪和腾讯等一流的门户网站合作，在其网站重点版块设置评选专区；
 年度论坛：2010年12月举行的企业家领袖年会中，设有跨国公司本 土化年度指数论坛，
届时将邀请企业、专家、官员等一同参加；跨国公司本土化指数白皮书将在论坛上首次推
出；
 国际传播：中企作为在世界经济论坛（WEF）中唯一有资格参与的中国媒体，每年在达
沃斯论坛推出中英文的杂志年度精华版；跨国公司本土化指数将作为重点内容列入 。

III．如何参与？

合作机构确定
7月中旬

评审专家委员会
7月下旬

指标及问卷设计
7月下旬

企业问卷调研、公众形象调查
月-9月中

记者重点访谈
8月下旬-9月下旬

年度报告发布
10月下杂志出版
8

III．如何参与？
1. 总体战略（中国定位、战
略规划）
2. 组织架构（地区总部、高
管）
3. 经营业绩（累计投资、营
收状况）
1. 文化整合
2. 合规经营
3. 人才培养
4. 利益相关方（纳税、
捐赠、产业链本土
伙伴）
主要指标
1. 研发体系（研发机构、研
发策略）
2. 研发投入（年度研发经费、
研发团队）
3. 研发成果（本地申请专利、
本地开发新品）

III．如何参与？
第一阶段：走访北京、上海跨国公司总部，听取近20家国际企业的需求和
建议；整理出2000家企业列表：2010年6月-7月；
第二阶段：确定合作机构和专家评委，根据大量文献及专家建议，设计本
土化指标体系；确定500家企业样本框：2010年7月-8月；
第三阶段：邀请公司参加评选及问卷调研，公开数据资料收集，和各种方
式的活动推广：2010年8月-9月；
第四阶段：数据分析和报告撰写，重点企业的走访工作：2010年9月；
第五阶段：指数报告和榜单的发布：2010年10月下；
第六阶段：中国企业家领袖年会上中，在跨国公司本土化指数论坛上发布
白皮书：2010年12月；
第七阶段：后续推广，《跨国公司本土化年度报告》图书出版。

Ⅳ 组织机构简介
http://www.iceo.com.cn/
中国企业家
读者偏男性、多为企业家、企业
高层管理层及企业家周围人群,或
梦想成为企业家的人群。
（C-level:60%, Mid-Senior
Manager:25%,Professionals:12%Others:3%）
175380份/期（该数据经
BPA国际发行认证机构认证）
全国发行
（ 北京33.3%，上海16.7%，
广州13.4%）

Ⅳ 组织机构简介
•《中国企业家》杂志是中国企业家杂志社，创刊1985年，由经济日报报业集
团主办中国第一本以“企业家”命名的杂志。《中国企业家》杂志定位于
“一个阶层的生意与生活”，倡导企业家精神，致力使企业家阶层成为中国
社会最受尊敬的主流人群。《中国企业家》研究部成立时间超过10年，是国
内媒体少有的独立研究机构之一。主要负责本刊的排行榜及商业前智板块。
•对外经济贸易大学跨国公司研究中心，成立于1989年，致力于跨国公司理论
和跨国经营研究，是我国最有影响的跨国公司研究机构之一。在多年的科研、
教学与实践中，研究中心形成了具有较强教学、科研能的研究队伍，取得了
一批理论联系实际的重要科研成果，并得到了国内外同行的承认。
•创刊于1985年，是中国第一本以企业家命名的杂志，所属经济日报集团。秉
承“国力的较量在于企业，企业的较量在于企业家”的理念，《中国企业家》
与时俱进，始终站在财富潮头，与企业家阶层共同成长，被公认为是中国企
业家阶层的代言人。

Ⅴ 如何联系我们？



Ⅰ
To define TNCs’ new role and change of status in the economic and social systems in
China
To measure famous TNCs’ comprehensive values to
Chinese society with specific data
To reflect their market power and current operation conditions
To identify annual trends of foreign-funded enterprises’ development in China

Ⅰ
• Host: China Entrepreneur
•
Strategic Partner: Center for Multinational Company Studies, Business School, University of
International Business and Economics.
• Intelligent Support: Booz & Company
• Renowned Research Institutions: University of International Business and Economics, Cheung Kong
Graduate School of Business, Shanghai University of Finance and Economics, Center for Multinational
Company Studies of Chinese Academy of International Trade and Economic Cooperation.
• Management Consultants: Roland Berger Strategy Consultants, Booz & Company , Boston Group,
PricewaterhouseCoopers, Monitor Group, etc.
• Corporate Executives: Former TNC executives in charge of business in China
•
International Organizations: Investment Department of UNCTAD, ICTSD, WWF, TNC, Shanshui
Conservation Center, etc.
？
• 500 sample TNCs mainly coming from: Forbes global 2000, Fortune 500 foreign-funded companies in
China, global leaders in new industries.
• During the preparatory stage, major TNCs from different industries and nations have shown their interest in participation, TNCs from both B2B and B2C industries are participating as well…

II. Reasons for Participating
Industrial Benchmarking: To acquire a better understanding of leading corporations and the situation of your own corporation
Strategic Positioning: Using comprehensive indicators with localization at the core to systematically explore how
TNCs develop in China
Values of
Participation
Policy-making Advice: to reflect the problems and doubts encountered by TNCs when developing in China, offering advice to the government for policy-making
Global Influence: It is the first time in China that an overall evaluation of TNCs is conducted from the perspective of localization; international media will follow up this program, and the results will be released to the international society in English.

II. Reasons for Participating
China Entrepreneur shall solely shoulder all costs of the program, and corporations participating in the research and prizing will not be required to bear any costs.
This program is conducted by China Entrepreneur and authoritative academic institutions, and focuses on independence, third-party (objectivity) and academic values;
Relevant facts, data and other materials about corporations shall only be used for academic research. In case that any materials shall be disclosed and circulated in public, China Entrepreneur will ask for corporations’ consent and advice;

II. Reasons for Participating
Release of Results:

Front-page Report
: The Localization Index Report, Top 50 TNCs and interviews of some key TNCs will be covered in the front-page report of the late October (2010)
Issue of China Entrepreneur ;

Special Section on Our Website:
The TNCs Localization Index will be given a detailed key introduction in the special section on China Entrepreneur website;

Special Section on sina.com:
China Entrepreneur will cooperate with top portal sites, for example, Sina and Tencent, and establish special sections for the Evaluation
Program in the key sectors on their websites;
 Annual Forum :
The Annual Leaders’ Convention of China Entrepreneur will be held in December 2010, including TNCs Localization Annual Index Forum, and corporations, experts and government officials will be invited to participate. The White Paper of TNCs
Localization Index will be unveiled on the forum;

International Circulation:
China Entrepreneur releases bilingual (Chinese-English) premium version on WEF in Davos every year. TNCs Localization Index will be listed as key content.

III
How to Participate?

Final decision on co-hosts Mid July

Expert committee Late July

Design of indicators and questionnaire Late July

Surveys on enterprises and their image August to mid September

Key interview of journalist Late August to late September

Release of the index report or TNC red & black list Late October

III
How to Participate?
Localized
Operation
1. Overall Strategy (positioning and strategic planning in China)
2. Organizational Structure (regional headquarters, executives)
3. Operational Performance (cumulative investment, operational income)
1. Cultural Integration
2. Compliant Operation
3. Personnel Training
4. Interested Parties
(taxation, endowment, and local partners in the industry chain)
Integration
&
Contributions
Local
Innovation
1.R&D System (R&D institutes,
R&D strategies)
2. R&D Input (annual R&D fund,
R&D teams)
3. R&D Achievements (local patent applications, locally developed new products)

III
How to Participate?
Stage1: Visit headquarters of TNCs in Beijing and Shanghai; collect needs and advices from nearly 20 TNCs; sort out a list of 2,000 companies: June-July, 2010
Stage2: Get final decisions on co-hosts and the expert committee; design localization index system according to massive literature and experts’ advices; settle sample companies: July-August, 2010 ；
Stage3: Invite TNCs to take part in the evaluation process, conduct questionnaire an other researches, collect disclosed data and other information, and participate in other promotional activities: August-September, 2010 ；
Stage 4: Analyze data and write the report, carry out interviews of key TNCs: September,
2010 ；
Stage 5: Release the index report or TNC list: late October, 2010 ；
Stage 6: Release the White Paper on the TNCs Localization Forum during the Annual
Leaders’ Convention of China Entrepreneur: December, 2010 ；
Stage 7: Conduct follow-up promotion; publish books on TNCs Localization Annual Report

Ⅳ
http://www.iceo.com.cn/
Circulation
中国企业家
Website
Mainly male, entrepreneurs, corporate executives and people around entrepreneurs, or those who dream of becoming entrepreneurs.
（ C-level: 60%,
Mid-Senior Manager: 25%, Professionals:
12%, Others: 3% ）
Target
Readers
175380 copies per issue
(according to the audit of BPA
International, an international circulation certification institution)
Publication Area
China (Beijing 33.3%,
Shanghai 16.7%,
Guangzhou 13.4% ）

Ⅳ
Research Department of
China Entrepreneur:
• Targeting at “the business and life of a class”, the magazine advocates entrepreneurship, and is committed to making the entrepreneur class the most respected mainstream in Chinese society. The Research Department is an independent Chinese media research institutions responsible for the
China Entrepreneur list and Business Wits section.
Center for Multinational
Company Studies,
University of
International Business and Economics:
• Founded in 1989, the Center is one of the most influential TNC research institutions in China focusing on TNC theory and operation research.
During its long-term research, teaching and practice, the Center has established a high-level research team in Teaching and research. The
Center is recognized by Professionals home and abroad.
China Entrepreneur
Magazine:
• Owned by
Economic Daily Newspaper Groups, China Entrepreneur released its first issue in 1985 and is the first magazine named after
“Entrepreneur” in China. With the idea that “the competition of national power lies in enterprises, and the competition of enterprises lies in entrepreneurs”,
China Entrepreneur grows together with the entrepreneur class, and is recognized as the spokesman for the entrepreneur class in
China.


Shi Xinghui, Chief Research Inspector of China Entrepreneur
Email: richardstar2005@gmail.com

Duan Mingzhu, Research Supervisor
Office: 010-64921616 to 8853
Mobile: 13241842829
Email : pearl_ruc@sina.com