成功的市场进驻策略是决定市场地位的关键——宝洁公司在中国的市场进驻成功个案  

Successful market garrisoned strategy is the key of decision market position-case of P &G successful garrisoned market in China

作　　者：李悦铭[1] 

机构地区：[1]香港浸会大学,香港999077

出　　处：《内蒙古煤炭经济》2011年第3期89-90,92,共3页Inner Mongolia Coal Economy

摘　　要：美国宝洁公司在中国改革开放之际,敏锐地察觉到中国市场的巨大潜力,向中国日用品市场进驻。在多元品牌政策和差异性市场策略的总体策略指引下,宝洁公司充分考虑中国经济,政治,文化背景,以中国东西部经济差距,城乡消费者需求差异,中国消费者对传统文化的要求和可持续发展为基础,开发具有中国传统品味的高科技环保产品,建立特殊的分销体系,建立了在中国市场的首席地位。同时,宝洁公司以遵守中国法律,履行社会责任和道德准则为己任,与当地政府配合,协助开展文化和经济辅导活动,保护生态环境与自然资源,在消费者心目中建立了良好的企业形象,为进一步发展提供了有利基础,达到了双赢的目的。In face of the opportunity of Market - oriented economic development in China, Procter ＆ Gamble （P＆G） caught sight of the potential Chinese market and began to enter it. Guided by multi - brands strategy and differentiated marketing strategy, P＆G considers economical, political and cultural background in China, basing on east - west differentiation, rural - city differentiation, the consumer needs for traditional culture and sustainable development policy, investigates high - technology, environmental - friendly and Chinese - taste products distributed by particular- designed distribution network. P＆G has set up its giant market status in China. Besides those successful strategies, P＆G obeys Chinese law, performs social responsibility and morality as well. Coordinating with local government by help to organize charity, cultural activities and business knowledge offering, meanwhile, protects natural environment and resources. According to this, P＆G has set up an excellent branded image in consumer group, reaches the ambition of double - win and offers the basis for future development in China.

关 键 词：宝洁公司 中国市场 进驻策略 客观评估 

分 类 号：F713.52[经济管理—市场营销]