Research on Localization Marketing Strategy of Multinational FMCG Products (Taking Chinese Market as an Example)

Abstract

With the rapid development of China's economy, China has broad market prospects, and more and more multinational corporations have achieved great success in China. To improve brand influence and assets, multinational enterprises entering the Chinese market need to conduct consumer research and brand localization marketing. This paper takes the brands of P & G and Unilever, the giants of the daily chemical industry, as the research object, studies their brand marketing strategy and combines the development trend of multinational FMCG brands. This paper mainly compares and analyzes localization marketing strategies in brand naming, logo, and advertising in the new media era. Through the research and summary of the localization strategy of multinational FMCG companies, this paper believes that multinational companies should pay attention to the investigation of consumers, carry out targeted product positioning and implement integrated marketing communication according to the market. At the same time, it hopes to provide the corresponding reference for enterprises about to enter the Chinese market to implement the localization marketing strategy and stimulate the potential of the Chinese market.