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Team6 week3
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寶僑與聯合利華的公司介紹包含了整個產業的總體環境以及產品線的範圍與各公司的內部方向。
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Team6 week3
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行銷企劃實作
vs 第六組 9935012 連苡茹 9935019 張椀茹
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產業內競爭者 歐洲 日本
美國 婦幼保健: 幫寶適、好自在 美妝保養: SK II 、蜜絲佛陀、歐蕾 美髮: 海倫仙度絲、沙宣、飛柔、潘婷 清潔衛生: 汰漬、象牙、佳美 家居: 吉列、德國百靈、歐樂 B 、金頂、香必飄 食品: 品客 美妝保養: 旁氏、 凡士林 美髮: 麗仕、多芬 個人護理用品: Pears 、蕊娜 家居: 熊寶貝、白蘭 食品飲料類: 吉比、康寶、立頓 婦幼保健: 妙兒舒、蕾妮亞 美髮: ASIENCE 阿姬恩絲、絲逸歡、逸萱秀、花王、莉婕 個人護理用品: MEN‘S Biore 、蜜妮 家居: 新奇、魔術靈、一匙靈
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單就台灣市場營收
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結論 由於競爭策略的不同使兩個公司的行銷部門運作權限有很大的差異, 追求全球產品形象標準化的寶僑在全球性的知識整合與分享上比聯合利華做的更為完善。
相對地,聯合利華 採取區域性差異讓行銷方式可以因地制宜 ,有機會再將區域性的經驗轉移到其他國家或地區,在地區性行銷能力與經驗上可以比較深入且不受到總公司的干預。
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