Analysis Of Marketing Strategy Of American Johnson & Johnson Company In China

Johnson & Johnson is a well-known manufacturer of health care products and a provider of Jiankang services.As a century-old brand,Johnson & Johnson can stand on the list of the world's top 500 for many years.The main reason is because of the excellent quality of its products,but the successful use of Johnson & Johnson's marketing strategy in the world is one of the reasons that cannot be ignored..As a market with a huge population base and unlimited development potential,China has always been a battleground for major international brands.Johnson & Johnson established a joint venture pharmaceutical company in Xi'an,China in 1985,which is one of the early companies entering China.Next,Johnson & Johnson began to enter the Chinese market in an all-round way.More than 20 brands including Johnson & Johnson,Cocoa,Tylenol and Dakening were sold well in China.Johnson & Johnson has always adhered to the brand concept of "being born of love" and the Johnson & Johnson creed that the company has established since its inception,and insists on providing consumers with high-quality products,advanced technology and scientific and technological ideas.This dissertation uses a variety of analytical methods to conduct a more comprehensive analysis of Johnson & Johnson's marketing strategy in the Chinese market.Johnson & Johnson has a rich product line in China,mainly in the three major areas of pharmaceuticals,medical devices and health care products.Its years of experience have made its operations in the Chinese market very mature.Although the current macro environment and the improvement of consumer spending power are generally beneficial to the further development of Johnson & Johnson in the Chinese market,it is undeniable that the increasingly fierce market competition and Johnson & Johnson have been trapped in the carcinogenic door.The cause of the incident has made the challenges faced by Johnson & Johnson more and more severe.Through the application of SWOT analysis model,this dissertation discusses the advantages and disadvantages of Johnson & Johnson itself and the threats and opportunities that may be encountered in future market operations.The next article is from marketing mix strategy,brand strategy,emotion.Strategy,M&A strategy,public welfare strategy,and network strategy have systematically analyzed Johnson & Johnson's marketing strategy.Introduced Johnson & Johnson's use of various marketing strategies in the Chinese market,and constantly renewed its marketing strategy based on market demand and changes in competition concepts,such as the recovery of online carrier operators when e-commerce is rapidly developing.Operation rights,re-integration of online channels on their own;in addition to the live broadcast culture quietly rising wave,launching large-scale online emotional marketing,through the live broadcast and celebrity endorsement,etc.quickly launched the baby sleep products.In this study,the research on Johnson & Johnson's marketing strategy in the Chinese market can not only provide theoretical guidance to Johnson & Johnson,but also help its subsequent growth and development,and also learn from other companies involved in other related industries.And reference value.