摘 要中国是一个人口大国加之经济的快速发展、近年来人均可支配收入的增加，中国的日化消费市场成为了全球第二大市场，众多日化跨国企业进入中国市场。 本文以联合利华为例从产品、价格、渠道、营销四个方面对联合利华的本土化营销策略进行分析，得出联合利华成功的经验和不足之处，联合利华成功得益于其对中国市场环境的把握和灵活的本土化营销策略，当然它也产生了品牌设置过多和营销成本高的问题。最后文章给中国企业的国际化提出了几点建议：把握目标国的营销环境、善于利用目标国本土文化进行营销、注意品牌的建设与管理和控制好营销成本。希望能够给我国的企业提供新视角和方法壮大自身的实力，弥补自身的不足，从而在国际市场占据优势地位。关键词：联合利华；本土化；营销策略 AbstractChina is a country with a large population and rapid economic development. In recent years, per capita disposable income has increased. China ’s daily consumer market has become the world ’s second largest market, and many daily chemical multinational companies have entered the Chinese market. Analyze Unilever's localized marketing strategy from four aspects: product, price, channel, and marketing, and draw on Unilever's successful experience and deficiencies. Unilever's success is due to its grasp of the Chinese market environment And flexible localized marketing strategy, of course, it also caused the problem of too many brand settings and high marketing costs. Finally, the article puts forward some suggestions for the internationalization of Chinese companies: grasp the marketing environment of the target country, be good at using the local culture of the target country for marketing, pay attention to brand construction and management, and control marketing costs. Hope to provide new perspectives and methods for Chinese enterprises to strengthen their own strength and make up for their shortcomings, so as to occupy an advantageous position in the inter...
