强生公司在华营销策略研究

强生公司在华营销策略研究(包含选题审批表,任务书,开题报告,中期检查表,毕业论文14600字)
摘  要：随着中国经济发展，中国市场目前正引起跨国公司的强烈关注，跨国公司作为一种独特的经济行为体进入中国，给中国市场结构和市场运行方式带来巨大变化，研究跨国公司在中国的市场营销情况对我国企业也变得十分重要。本文以强生公司为例，在阐述跨国公司概念、强生公司在中国发展状况的基础上，研究其在华市场调查、产品策略、定价策略、促销策略等市场营销策略，关系策略、社会公益策略等在华特色营销，并且对我国企业提出市场观念和实践方面的相关启示。
关键词：强生；营销；策略

The Study of Marketing Strategy of Johnson & Johnson in China
Abstract:  With the development of China's economic, the transnational corporations pay great attention to the Chinese market. Multinationals bring about great change in market structure and market operation as a special economic method in China, which attaches great importance to Chinese corporations in the marketing conditions. The essay, taking the Johnson & Johnson as example, based on the interpretation of the concept of transnational corporations and the Johnson & Johnson development in China, studies the market research, product strategy, pricing strategy, promotion strategy marketing strategy, and relationship strategies, social welfare strategy in China as special marketing and proposes the concept of enterprise market in China and the inspiration of practice.

Key words: Johnson &Johnson；marketing；strategy