论外资企业在华营销策略-以联合利华为例.pdf

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， ... <p>论外资企业在华营销策略- 以联合利华为例(字)<br /> 摘&nbsp; 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。<br /> 关键词：外资企业；营销；联合利华；本土化<br /> <br /> the study on the operating strategy of foreign corporations-putting Unilever as example<br /> Abstract ：Since China joined the WTO, the economy of China has been developing rapidly. Currently, 400 of the world&rsquo;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&nbsp; 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&nbsp; marketing&nbsp; mode and&nbsp; maintaining&nbsp; the&nbsp; stable development&nbsp; of&nbsp; China's&nbsp; market. <br /> （二）国内外的研究现2<br /> 1.国外研究状况2<br /> 2. 国内研究现状3<br /> （三）评述4<br /> （四）相关概念释义5 <p class='Nqw474'></p> <br /> 1.外资企业概念 5<br /> 2.外资企业营销概念 5<br /> 3.联合利华概况 6<br /> 二、外资