何以筑巢世界市场——雀巢公司营销策略分析

该论文主要论述了雀巢公司的成立以及筑巢世界市场所形成的优秀营销策略。在经济全球化日益增长的当今社会，要想在全球市场获得稳固的销售地位，必须要制定最适合企业发展并且最能被消费者接受的营销策略。为了更好地论述雀巢公司营销策略的成功性，本文首先论述了雀巢公司的成立以及主要产品介绍；其次，以文献综述的方式展示了中外文献中对雀巢公司营销策略的分析和成就；再次，从产品、品牌及海外扩张等方面具体论述了雀巢公司的营销策略；接下来主要论述了雀巢公司如何进入中国市场并且成功占据了一席之地；最后，以结论的方式对主题进行了重申。

关键词：雀巢；营销策略；全球扩张；并购
Abstract
This paper mainly focuses on discussing the establishment of the Nestlé and the excellent marketing strategies formed in nesting in world market. Nowadays, with the increasing economic globalization, in order to have a stable sale situation in the world market, it is necessary to formulate a marketing strategy which best fits the company and is accepted by consumers. In order to better discuss the success of Nestlé’s marketing strategies, the paper firstly introduces the establishment and products of Nestlé, next elaborates the achievements of early literatures on Nestlé, and then concretely analyzes the marketing strategies on products, brand and global expansion. After that is a review of Nestlé’s successful entry to Chinese market. Finally, the paper ends with a conclusion and the restatement of the theme.

Key words: Nestlé; marketing strategies; global expansion; merger

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