Analysis of Unilever’s Branding and Marketing Strategy in China

DOI

10.2991/aebmr.k.201111.048How to use a DOI?

Keywords

Unilever, branding and marketing, marketing environment, SWOT analysis

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.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lu Zhang
AU  - Ziyu Fan
PY  - 2020
DA  - 2020/11/13
TI  - Analysis of Unilever’s Branding and Marketing Strategy in China
BT  - Proceedings of the 2020 International Conference on Management, Economy and Law (ICMEL 2020)
PB  - Atlantis Press
SP  - 288
EP  - 291
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201111.048
DO  - 10.2991/aebmr.k.201111.048
ID  - Zhang2020
ER  -