我国民族日化企业营销渠道的建设与创新——“大宝”被强生公司并购的启示

Construction and Innovation of the Marketing Channel of National Daily Cosmetic Corporations in China——Lessons from Merger of Dabao Cosmetic Corperation by Johnson's

北京大宝化妆品有限公司被美国强生公司并购,其中一个很重要的原因是大宝公司营销渠道存在严重问题,突出表现在:公司对销售渠道各环节监管不力;对代理商缺乏选择和管理;销售商窜货情况严重;终端的产品销售价格不统一,从而影响公司形象,降低了消费者对品牌的信任感。本文通过对美国强生公司的营销策略研究,为我国民族日化行业走出传统行销模式提供一些创新思路。

The Beijing Dabao corporation was purchased by Johnson ＆ Johnson. This paper analyzes the pattern of Dabao corporation＇s marketing channels and its disadvantages. At the same time, compared to Johnson ＆ Johnson＇s marketing channels model and its characteristics, this paper gives some suggestions to our national daily cosmetic corporations.