{"title":"Analysis of Unilever’s Branding and Marketing Strategy in China","authors":"Lusong. Zhang, Ziyu Fan","doi":"10.2991/aebmr.k.201111.048","DOIUrl":null,"url":null,"abstract":"This present paper takes Unilever's branding in China as the research object and chooses its marketing strategy to study. By conducting a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis on Unilever's marketing environment and internal resources and capabilities, the paper explores the current situation of Unilever's brand marketing in China, in order to put forward a targeted improvement strategy to provide reference for Unilever's further development.","PeriodicalId":231163,"journal":{"name":"Proceedings of the 2020 International Conference on Management, Economy and Law (ICMEL 2020)","volume":"14 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Proceedings of the 2020 International Conference on Management, Economy and Law (ICMEL 2020)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2991/aebmr.k.201111.048","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
Abstract
This present paper takes Unilever's branding in China as the research object and chooses its marketing strategy to study. By conducting a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis on Unilever's marketing environment and internal resources and capabilities, the paper explores the current situation of Unilever's brand marketing in China, in order to put forward a targeted improvement strategy to provide reference for Unilever's further development.
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