Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)

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Research on Localization Marketing Strategy of Multinational FMCG Products (Taking Chinese Market as an Example)

Authors
Xinyi Wang1, *
1Macau university of science and technology
*Corresponding author. Email: guanghua.ren@gecacademy.cn
Corresponding Author
Xinyi Wang
Available Online 1 June 2022.
DOI
10.2991/assehr.k.220504.486How to use a DOI?
Keywords
P &G; Unilever; Localization strategy; FMCG; Marketing strategy; Integrated marketing communication
Abstract

With the rapid development of China’s economy, China has broad market prospects, and more and more multinational corporations have achieved great success in China. To improve brand influence and assets, multinational enterprises entering the Chinese market need to conduct consumer research and brand localization marketing. This paper takes the brands of P & G and Unilever, the giants of the daily chemical industry, as the research object, studies their brand marketing strategy and combines the development trend of multinational FMCG brands. This paper mainly compares and analyzes localization marketing strategies in brand naming, logo, and advertising in the new media era. Through the research and summary of the localization strategy of multinational FMCG companies, this paper believes that multinational companies should pay attention to the investigation of consumers, carry out targeted product positioning and implement integrated marketing communication according to the market. At the same time, it hopes to provide the corresponding reference for enterprises about to enter the Chinese market to implement the localization marketing strategy and stimulate the potential of the Chinese market.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
1 June 2022
ISBN
978-94-6239-580-0
ISSN
2352-5398
DOI
10.2991/assehr.k.220504.486How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Xinyi Wang
PY  - 2022
DA  - 2022/06/01
TI  - Research on Localization Marketing Strategy of Multinational FMCG Products (Taking Chinese Market as an Example)
BT  - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
PB  - Atlantis Press
SP  - 2676
EP  - 2681
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220504.486
DO  - 10.2991/assehr.k.220504.486
ID  - Wang2022
ER  -