Research On The Localization Strategy Of Procter & Gamble Company In China

This paper introduces the century history and operational characteristics of the Procter & Gamble Chemicals For Daily Use Company, summarizing the basic situation of Procter & Gamble developing in China. Based on relevant theory and research achievements, the article makes a relatively comprehensive analysis on P & G’s localization operating strategy in Chinese Market. On the basis of examples and cases, the paper studies the localization of P & G in China, from five aspects of the local market research, marketing localization, innovation localization, public relations localization and human resources localization. Through the analysis of the performance of Procter & Gamble in China, this paper sums up the experience of P & G’s success and failures. Finally, the paper provides a reference and inspiration for the location operation of Chinese multinational enterprises.