宝洁本土化发展难题及应对策略研究.doc

摘要：近日以来，宝洁公司的情况不甚乐观：在宝洁“大日化”综合产品线的布局中，几乎所有护肤品、洗涤用品、洗护用品等品类的中国区市占率及发展增速也都有不同程度停滞甚至下滑；对中国市场本土化的产品设计的缺失也一直是宝洁在中国市场上的短板；中国市场也已经变得山头林立，曾经差点被宝洁收购的一些本土企业开始对宝洁产生强大的冲击……

    面对这样的困境，本文在了解宝洁公司发展和经营现状下，通过对宝洁公司在中国营销策略的研究，发现宝洁公司在中国发展的难题并提出建议，使宝洁产品在中国区市占率及发展速度有所回升，并帮助有同样问题的跨国企业更好的制定营销战略。

关键词：宝洁  本土化  营销策略  存在问题  解决措施

ABSTRACT：Recently, Procter & Gamble, the situation is not very optimistic: the layout of the Procter & Gamble "big day" product line, almost all skin care products, cleaning supplies, toiletries and other categories, market share and growth rate of development also have varying degrees of stagnation or even decline; lack of the localized product design to the Chinese market has also been a short board of Procter & Gamble in the Chinese market; Chinese market has become individualist tradition, some local enterprises began once came close to being acquired by Procter & Gamble have a powerful impact on the P & G ...

    Faced with this predicament, the understanding of the development and operation of the status quo of Procter & Gamble, Procter & Gamble marketing strategy in China, Procter & Gamble in China's development problems and make recommendations, so that the market share of P & G products in China, picked up the pace of development, and develop marketing strategies to help multinational companies have the same problem.

Keywords: Procter & Gamble  localization  marketing strategy  problems  remedies

　　　在日用品行业的这场竞争之中，宝洁虽然没有抢的先机一开始就在中国市场上取得优势，并且在其他企业都在迅速发展的同时还面临着许许多多自身的问题，但是成长过程中的磨难只会让一家企业越来越优秀，就像酒越酿越醇香一样。相信只要宝洁公司做到本土化，对市场上的风向作出迅速的反应，并不断的分析和引导消费者的需求，就很快能够后来居上，不断的将企业发展壮大。