论文部分内容阅读
一提到“联合利华”这个名字,总让人想起力士香皂、夏士莲洗发水和旁氏润肤霜来。英国联合利华是世界知名的洗发水生产厂商,20世纪80年代进入中国市场,安营扎寨于上海。经过十多年的艰苦努力,联合利华与美国的宝洁公司同成为中国日用护理品市场的巨头。在这样一个辉煌的成果前,联合利华没有欢呼更没有喜悦,有的只是巨大的挫败感和惨痛的经验教训。虽然同为巨头,但在1999年度中外合资企业500强中,宝洁名列第10位,将联合利华远远抛在身后。两者差不多同时进入中国市场,财大气粗的联合利华进驻上海,而宝洁则进入了当时不是很出名的广州,并且在郊区。联合利华耗资8亿美元,进行大量广告宣传和促销活动,但结果却不尽人意。究其原因主要有以下几点:
The mention of “Unilever” is always reminiscent of Lux soap, sharps lotion and Pond's moisturizer. United Kingdom Unilever is a world-renowned shampoo manufacturer, entered the Chinese market in the 1980s, camp in Shanghai. After more than a decade of painstaking efforts, Unilever and P & G in the United States have become the market leaders in China's daily care products. Before such a brilliant achievement, Unilever did not cheer more joy, but only huge frustration and painful lessons. Although the same giants, but in the 1999 annual 500 Sino-foreign joint ventures, P & G ranked 10th, leaving Unilever far behind. Both entered the Chinese market almost at the same time, wealthy Unilever stationed in Shanghai, while P & G entered the then not very famous in Guangzhou, and in the suburbs. Unilever spent 800 million US dollars on a large number of advertising and promotional activities, but the result was unsatisfactory. The main reasons are the following: