论外资企业在华营销策略-以联合利华为例

论外资企业在华营销策略-以联合利华为例(15000字)
摘  要：自中国加入WTO后，中国的经济飞速发展。目前，世界前500强企业中已经有400多家来华投资建厂。对外资企业来说，当地化是经营的先决条件，谁的当地化程度高，谁更了解中国市场，谁更深入中国文化习俗，谁就能够在竞争中占据领先的地位，确立自身在中国发展的优势。现今，外企在华的营销主要从产品、定价、品牌、渠道、促销、人力资源等环节实施不同的方案策略，以本土化作为战略的核心，加强服务，满足顾客的消费需求，融入到我国人民生活和经济中，从整体上最终达到国际化营销，实现自身营销价值。所以，对外资企业在华营销策略的研究有助于我国企业在寻求外部市场时不断完善自身内部结构，改进在世界市场的营销行为，维护中国市场的稳定发展。
关键词：外资企业；营销；联合利华；本土化

the study on the operating strategy of foreign corporations-putting Unilever as example
Abstract：Since China joined the WTO, the economy of China has been developing rapidly. Currently, 400 of the world’s Top 500 companies have built their factories in China. To the overseas-funded enterprises, indigenization could be the key element, the one which is capable of indigenization and master more information about Chinese market and customs would gain leading position in the competition and establish their advantages. Nowadays, foreign corporations are using different strategies of marketing, such as product marketing, pricing, brand, channel, promotion and human resources and so on, centering on indigenization, enhancing service and meeting customer's demand in order to blend in China's life and economy which would ultimately attain international  marketing and achieve self-value. Therefore, the research of the marketing strategies in foreign corporation would make for Chinese companies in term of perfecting inner structure, improving international  marketing  mode and  maintaining  the  stable development  of  China's  market.
Key words：Foreign corporations; Marketing; Unilever; Localization

目  录
摘要…………………………………………………………………………………………1
关键词………………………………………………………………………………………1
一、绪论……………………………………………………………………………………2
（一）选题目的及意义…………………………………………………………………2
（二）国内外的研究现…………………………………………………………………2
1.国外研究状况…………………………………………………………………2
2.国内研究现状…………………………………………………………………3
（三）评述………………………………………………………………………………4
（四）相关概念释义……………………………………………………………………5
1.外资企业概念…………………………………………………………………5
2.外资企业营销概念……………………………………………………………5
3.联合利华概况…………………………………………………………………6
二、外资企业在华营销环境分析……………………………………………………………6
（一）在华营销环境机会………………………………………………………………6
1.国内市场开放程度扩大………………………………………………………6
2.国内市场潜力巨大……………………………………………………………7
3.研发中心不断扩展……………………………………………………………7
（二）在华营销环境威胁………………………………………………………………8
1.国内消费市场竞争激烈………………………………………………………8
2.中国人文环境错综复杂………………………………………………………8
3.政策管制和入驻障碍…………………………………………………………9
三、外资企业在华营销策略分析……………………………………………………………9
（一）在华营销策略优势 ………………………………………………………………9
1.产品品牌策略…………………………………………………………………9
2.产品定价策略…………………………………………………………………10
3.产品分销渠道策略……………………………………………………………11
4.产品的促销策略……………………………………………………………12
（二）在华营销策略劣势 …………………………………………………………13
1.假冒伪劣产品情况严重………………………………………………………13
2.竞争对象多元化………………………………………………………………14
3.低端之势短期难解高端之忧…………………………………………………14
4.竞争手段不合理………………………………………………………………14
四、联合利华在华营销策略优劣的原因分析……………………………………………14
(一)优势的原因分析 ………………………………………………………………14
1.立足本土化……………………………………………………………………14
2.重视营销渠道…………………………………………………………………15
3.创新产品促销…………………………………………………………………15
4.推动技术研发…………………………………………………………………15
（二）劣势的原因分析………………………………………………………………16
1.产权保护力度不够……………………………………………………………16
2.竞争对象实力强大……………………………………………………………16
3.产品优势不明确………………………………………………………………16
4.公司体制不完善………………………………………………………………16
五、联合利华在华营销对中国企业的启示……………………………………………16
（一）从企业自身出发…………………………………………………………………17
1.加大本土化投入力度…………………………………………………………17
2.确立长远品牌战略……………………………………………………………17
3.完善营销模式…………………………………………………………………17
4.加大人才培养力度……………………………………………………………17
（二）从政府出发………………………………………………………………………17
1.加大政府资金支持……………………………………………………………18
2.加大政府法律保护……………………………………………………………18
3.加大政府对外交流力度………………………………………………………18
六、结论……………………………………………………………………………………18
参考文献……………………………………………………………………………………18
致    谢……………………………………………………………………………………20