联合利华在中国的品牌和营销策略分析

Proceedings of the 2020 International Conference on Management, Economy and Law (ICMEL 2020) Pub Date : 1900-01-01 DOI:10.2991/aebmr.k.201111.048

Lusong. Zhang, Ziyu Fan

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引用次数: 1

摘要

本文以联合利华在中国的品牌为研究对象，选择其营销策略进行研究。本文通过对联合利华的营销环境、内部资源和能力进行SWOT (Strengths, Weaknesses, Opportunities, and Threats)分析，探究联合利华在中国的品牌营销现状，提出有针对性的改进策略，为联合利华的进一步发展提供参考。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Analysis of Unilever’s Branding and Marketing Strategy in China

This present paper takes Unilever's branding in China as the research object and chooses its marketing strategy to study. By conducting a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis on Unilever's marketing environment and internal resources and capabilities, the paper explores the current situation of Unilever's brand marketing in China, in order to put forward a targeted improvement strategy to provide reference for Unilever's further development.

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来源期刊

Proceedings of the 2020 International Conference on Management, Economy and Law (ICMEL 2020)

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