宝洁公司进入中国市场的渠道战略分析内 容 摘 要产品同质化日益严重的今天，让渠道成为了影响市场的要素之一。因此如何选择及时有效的渠道战略成为许多跨国企业迫在眉睫的任务。营销渠道作为企业最重要的资源之一,对于品牌的创建和提升品牌的价值更有着重大意义。本论文以宝洁为案例，首先对跨国公司对营销渠道选择会考虑的因素进行分析，详细介绍了宝洁在中国的发展历程、发展环境以及进入中国以来渠道战略方面的演变，并与联合利华企业进入中国市场的渠道战略进行对比分析得出二者在渠道建设方面有相似之处，因为通过这一渠道建立的销售组织能使工作人员专心经营渠道，在零售终端上提供更好的服务。接着分析宝洁渠道战略现状存在的问题，并提出：提高经销商与代理商的积极性、渠道下沉以及加强对分销商的管理的对策和建议。而后通过介绍中国日化行业营销渠道的现状并结合宝洁公司渠道战略的选择进行分析，给中国日化行业提出：进行渠道优化、重视新兴渠道以及城市包围农村的建议和对策。关键词：营销渠道；跨国公司；日化行业；宝洁公司IAnalysis on Marketing Channel Strategy of P&G to Chinese MarketAbstractNowadays, products are becoming more and more homogeneous, which makes the channel became an important factor to affect the market. Thus, how to select a timely and available channel strategy has become an urgent task for many multinational enterprises. Being the relative essential resources of an enterprise, marketing channel is of great significance to the creation and promotion of brand value.Based on this, this topic takes P&G as an example to first analyze the channel problems encountered by multinational companies and the criteria for marketing channel selection. It details the development history, development environment and evolution of channel strategy of P&G in China. A comparative analysis with the channel strategy of Unilever companies to enter the Chinese market shows that the two have similarities in channel construction, because the sales organization established through this cha...
