Unilever's Marketing Strategy In China And Its Enterprises

China is the most populous country in the world.The huge growth of population base and national economy pushes China to become the second largest FMCG market of daily use chemicals in the world.Unilever is one of the three global daily chemical giants.In 2018,its net profit was 9.8 billion euros with a 51% increase from 6.5 billion euros in the last year.In the economic downturn,Unilever is still in the list of the world's top 500 enterprises.After entering the Chinese market in 1986,Unilever has led the development direction of China's FMCG industry of daily chemicals for a long time,and its marketing strategies can be used for reference and inspire other Chinese enterprises.This paper first elaborates the theories related to international marketing,so as to provide a theoretical basis for the following analyses.Then,it expounds the background and purpose of the writing by analyzing the development status of China's daily chemical industry and the development status of Unilever in China.Next,it continues to briefly introduce the development process of Unilever and comprehensively analyze the marketing strategy of Unilever from the 4Ps angles of product,price,channel and promotion with a particular focus on the Unilever's personalized marketing strategy in the Chinese market.In addition,the SWOT model is used to objectively evaluate Unilever's development in China.The intensification of external competition is a great threat to Unilever,and its unbalanced internal management and business development aggravates the downtrend of the corporate performance.Of course,Unilever has obvious advantages in product research and brand size and it is also actively carrying out reforms in various aspects.Through the reform,Unilever may seize the wonderful opportunities in the new era.Finally,based on the analysis of Unilever's marketing strategy in China and the comprehensive control of its development in China,this paper extracts the key points to provide a reference for Chinese enterprise marketing.Not only the transnational operation but also the internal marketing of Chinese enterprises can learn from it.