经过二十年的改革开放,我国正在建设有中国特色的市场经济,一个充满活力,欣欣向荣的中国,越来越引起世界的瞩目。随着中国经济的发展和中国与国际市场渐大范围的快速接轨,民族企业已主动或被动地进入了一个竞争相当激烈的国内外市场中。然而,由于我国多数企业营销人才匮乏、营销实战经验不足,很难从容应战当今国内外市场之竞争。以日用洗涤品为例,目前大部分市场已被各类合资或独资企业如宝洁、力士、夏士莲等占领,生产该类产品的民族企业举步维艰。笔者认为,这些合资产品能成功占有中国市场,并非完全因为他们有过人的质量,而是在于其现代化的、全新的营销方式。以下本文拟就从宝洁公司的成功营销策略谈谈对我国民族企业的启示。 After 20 years of reform and opening up, China is building a market economy with Chinese characteristics. A vibrant and thriving China is attracting more and more attention in the world. With the development of China’s economy and the rapid convergence between China and the international market, the national enterprises have actively or passively entered a very competitive market at home and abroad. However, due to lack of marketing personnel in most enterprises in China and lack of actual combat experience in marketing, it is hard to calmly compete in today’s domestic and foreign markets. Take daily laundry products as an example. At present, most of the markets have been occupied by various types of joint ventures or wholly-owned enterprises such as Procter & Gamble, Lux, and Sunsilk. It is very difficult for ethnic enterprises producing such products. The author believes that these joint-venture products can successfully occupy the Chinese market, not entirely because they have extraordinary quality, but rather its modern, new marketing. The following article intends to Procter & Gamble’s successful marketing strategy to talk about our national enterprise inspiration.