Abstract:Procter & Gamble Corporation (P&G), one of the global top 500 enterprises, has entered Chinese market for 20 years. In these two decades, the company occupied the Chinese market rapidly. Many of the company’s brands have been plenty of consumers’ preference. I believe the experience of P&G’s success in Chinese market has certain value to those enterprises which wish to compete successfully in the Chinese market.
This essay is going to explore the three main strategies for P&G to battle its rivals and to achieve success in Chinese market. These three main strategies are consisted of the strategy of localization, name brand strategy and the strategy of advertising. In terms of the strategy of localization, it includes the localization of product, the localization of research and development and the localization of talents. Regarding the name brand strategy, it includes brand diversity, brand manager system, the “green” brand target, and the appealing Chinese brand name. As for the strategy of advertising, it includes the advertising on CCTV and the influence of advertising messages. Then the essay points out that some special features of the Chinese market. Finally, a conclusion of the appropriate strategies in Chinese market will be drawn according to P&G’s successful experience.
Key words: P&G; marketing strategy; Chinese market
摘要: 宝洁公司作为全球500强企业之一，在中国虽然仅有20年的历史，但其产品的知名度以及市场占有率都远远超过了众多的国内企业并且每年保持着一定比例的增长率，其产品如汰渍、碧浪洗衣粉、佳洁士牙膏、飘柔、沙宣、伊卡璐洗发水等深得消费者的喜爱，在全国各地的批发或零售市场上随处可见。相信宝洁在中国市场上成功的发展战略对于大多数想要在中国市场上获得成功的企业，尤其是外资企业，具有一定的参考价值。
这篇文章首先较为详细地分析了宝洁公司如何运用营销战略迅速在中国市场上取得成功的，其战略主要包括以下三方面：本土化战略、品牌战略以及广告战略。其中本土化战略分为产品本土化、研发本土化以及员工本土化三方面进行详细论述；品牌战略细分为多品牌策略、实行品牌经理制、以制造环保产品为品牌目标与采用恰当的中文名称四方面进行论述；广告战略则论述了公司持续巨额的广告投入，使其成为了2005年中央电视台的广告“标王”，和根据不同地区所使用的不同广告词的特点。以上论述使读者对宝洁公司的经营策略有一个总体上的了解。然后文章指出了中国市场所具有的特殊性。最后参考宝洁公司的成功经验总结出适合在中国市场上发展的基本战略。
关键词：宝洁公司；营销战略；中国市场
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