外企的水土不服与本土化策略虽然“WTO”遵循市场开放、公平竞争的规则,但事实上在产品准入方面,各国都有意识地设立非贸易壁垒以保护本土产业的发展。在中国,一些外资化妆品企业在技术标准、卫生检测、办理证照、报关方面的手续过于复杂而繁琐;此外,东西方政治文化、意识形态方面的差异等诸多因素,导致了外资企业在进入国内市场时势必存在着一定程度的风险,易患“水土不服”的病症。 Although the “WTO” follows the rules of market opening and fair competition, virtually all countries have established non-trade barriers to protect the development of local industries in terms of product access. In China, some foreign-funded cosmetics companies are overly complicated and cumbersome in terms of technical standards, health inspection, certification of licenses and declarations. In addition, many factors such as political and cultural differences in ideology and ideology between East and West led to the entry of foreign-funded enterprises into the domestic market There must be a certain degree of risk, susceptible to “acclimatized” illness.