发展与创新（Development and innovation）.doc

发展与创新（Development and innovation） In September 16, 2004, Unilever Chinese announced that from July 1st of that year, Unilever global all subsidiaries also enabled the new company logo, to December 31, 2005, all Unilever launched products, packaging will adopt the new logo. The idea of home with Unilever will be replaced by new ideas that make your life more dynamic. Beginning in 2003, the global wave of identity change, such as Coca-Cola, McDonalds, UPS and so on, Unilever has also launched a large-scale global identity unification. In the face of the emergence of the face tide, at least we can see two points, one is more and more brands on the market of products, brand recognition products will become more and more important, especially for the implementation of multi brand strategy of multinational enterprises, unified logo for strengthening consumer products has great effect on the degree of recognition. Second, the economy tends to be global, and multiple brands of brands will more or less limit the global expansion strategy of a multinational enterprise. The Unilever global unified logo, although Bo Aaron that is a resource integration company, Never mind too much and save cost, but most of the industry believes that this is the use of the companys continued focus strategy to save costs. No matter how the original intention, Unilevers face change really should prove its idea has been advocated: enterprises to develop, we must continue to innovate - regardless of form, or content. Chinas strategy was a setback In early 1923, the predecessor of Unilever Unilever brothers built a soap factory in Shanghai, 1986 to return to Chinese, Unilever has established more than 10 joint ventures, sales of PONDS, lux, HAZELINE, Omo, Jie Connaught, comfort, Lipton, walls, vine Gordon Rowling nearly 20 brands. In fact, Unilever was not flat in the early stages of its return to china. Unilever in China market products involved in areas including domestic personal care products, f