The Marketing Strategy Research On The Chinese Wash Hair Care Products Market For Unilever Company

Wash Hair care products belong to the fast consumer goods, the market structure is monopolistic competition, and such is. Because of China’s population situation, with the acceleration of urbanization, hair care products with great market prospects. At present, China’s hair care products market is mainly occupied by local brands, wither away, had to retreat the vast rural market, the Anglo-Dutch Company Unilever is several big international brands have. In early 1923, the predecessor of the Anglo-Dutch Company Unilever Unilever brothers built a soap factory in Shanghai, lux soap known by people, has become a hundred years brand. In 1986, the Company Unilever to enter the Chinese market, at the beginning of the 90’s, but the layout of the East China, has established more than 10 joint ventures, in 2000 to force the layout of the whole of China, involving three series of family and personal care products, ice cream, food and other products, with POND’S, lux, HAZELINE, Omo, Zhonghua, Lipton yellow label and wall’s thirteen brands.The marketing strategy theory is relatively mature in the west, the study of multiple disciplines related to economics, management science, marketing science and behavior science, with a cross. Based on the basic research methods and research results of foreign scholars and the marketing industry, starting from the definition of marketing concept in daily chemical industry giant Anglo-Dutch Company Unilever daily nursing department in hair care products market marketing as the research object. According to the analysis of marketing situation of product development of shampoo of Anglo-Dutch Company Unilever and its subsidiary, to find out the shortcomings and the reasons of its marketing strategy, put forward China’s current economic background, with the rapid development of e-commerce, the marketing strategy of the Anglo-Dutch Company Unilever of hair care products should be taken.Through the study on the marketing strategy of the Anglo-Dutch Company Unilever to wash the hair, in the theoretical analysis of its marketing strategy, hoping for the Anglo-Dutch Company Unilever of hair care products marketing to provide certain theoretical guidance, for the benefit of its future growth and expansion. At the same time, the local engaged in hair care products production and marketing enterprises also have the corresponding reference value. There is also a contribution to the significance of the marketing theory of consumer goods.