Foreign Japanese Enterprise Marketing Mode

Marketing mix theory, market positioning theory and customer psychology research are all hot topics in academic and industrial field at present. They all developed to a certain extent. The theoretical research is the foundation of practice, and the advanced theory research achievement should apply in the practice of enterprises in the end. So far, the research on how to utilize these theories in enterprises' operation as a unique marketing pattern is not seen in common.As for enterprises' operation, the competition in the daily and chemical industry in China is intense, and the products are more and more of homogeneity. The foreign enterprises developed successfully in China, and their advanced marketing patterns are worth of studying by Chinese native enterprises. This article put forward a new marketing pattern for Chinese native daily chemical enterprises on the basis of the successful marketing pattern of Hazeline of Unilever.In the research process, the paper made full use of marketing mix theory, diamond model of market positioning theory, and customer psychology research and so on. Normative analysis and empirical analysis methods are used in this paper. Normative analysis is the foundation of empirical analysis, but it paid more attention to the analysis of cases. At the same time, it used many related marketing theory in the analysis of marketing pattern of Hazeline in order to serve for the practice with theories. This article launches the elaboration from the following six parts.The first chapter elaborates research background, research techniques, research scope and research mentality of this article.The second chapter elaborates the theories used in the analysis of Hazeline brand's marketing pattern, and this chapter is the summary of theories.The third chapter analyzed the strategic choice of Unilever in Chinese market,...