强生立于不败之地的品牌建立推广策略

 美国强生公司是全球500强企业，至今已在全球57个国家建立了250多家分公司，产品畅销175个国家和地区，拥有约11万6千余名员工，成为目前世界上最具综合性、分布范围最广的健康护理产品制造商和相关服务提供商，生产及销售产品涉及消费品及个人护理产品、医药产品和医疗器材及诊断产品等多个领域。作为一家国际性大型企业，并在业内屹立不倒。本文通过搜集资料，分析案例，研究其品牌建立及推广中所遇困难并妥善解决的战略加以分析。首先对强生由来做介绍，并简单介绍后期拓展领域。然后阐述强生并购战略（并购大宝及其他品牌）。随后对妥善处理“泰利诺”中毒事件进行剖析；接着着力分析其多元化战略，最后结合强生公司重大事例作出结论。

关键词：战略；并购；策略；“泰利诺”中毒事件

Abstract
Johnson & Johnson is the world's top 500 enterprises in the United States, has yet to be established in 57 countries around the world more than 250 branches, the products sell well in more than 175 countries and regions. As a large international company, and standing in the industry. Case based on the data collection, analysis, research and establishment of its brand promotion difficulties and properly solve in the strategic analysis. Firstly do introduction of the origins of Johnson & Johnson, and simple introduction later expand areas. Then expounds J&J  M&A strategy Dabao (mergers and acquisitions, and other brand). Then to properly handle the "Tillie's" poisoning are analyzed; Then focus on analysis of the diversification strategy, finally combining the company major examples make the conclusion.

Key Words: Strategy; acquisitions; tactics

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