宝洁公司市场营销策略分析
15页1、江苏技术师范学院商学院毕业论文宝洁公司市场营销策略分析摘 要:宝洁公司是日用品行业的领军企业,成功地打造了300多个品牌,公司奉行“亲近生活,美化生活”的核心理念,在我国打造出了品质一流,深受喜爱的日用品,其中包括海飞丝、飘柔等产品。它的产品远销160多个国家和地区,不仅是世界500强的企业的“日用消费品大王”,也是著名的“品牌王国”。本文研究了宝洁公司主要的品牌形象传播的方式、方法,手段和策略等等,也结合了宝洁公司的宣传案例加以说明,并对未来宝洁公司营销策略进行了初步分析。关键词:宝洁公司;市场营销;策略 Abstract: P& G is the leader of a business commodity, it is to create more than 300 daily brand, Procter & Gamble to pursue close to life beautify life business purposes, the production in China, a large number of quality first-class, popular
2、among consumers of products. P & Gs Rejoice, Head & Shoulders, Pantene, Safeguard, Olay, Whisper, Ariel, Tide and Crest, etc. has become a household name.Its products are exported to more than 160 countries and regions, not only is the king of the worlds top 500 enterprises consumer goods, and also a famous brand of the Kingdom . In China, P & G can be said to be the overlord of consumer goods. This paper argues that P & Gs business was so good, is always a word, to know how to use the power of
3、the medias success. In this paper, from the perspective of communication, why Procter & Gamble will be so successful, this issue, conducted a comprehensive study to identify some of the laws of advertising communication. That is the so-called product Product Image Communication: 1. must be based on consumer demand and response as a spread-oriented;2. must integrate various communication means and pay attention to the dissemination strategy;3. must pay attention to the communication of both sides
4、; 4.must focus on the overall effect. In addition, the spread of brand image, a series of related concepts, such as the meaning, purpose and content of the spread of brand image, the paper has done informative interpretation and logical Discrimination. Main brand image spread, methods, means and strategies, etc., but also a combination of Procter & Gamble specific examples to illustrate and according to their specific case, in-depth analysis of how its spread.Key words:P&G; China; Brand image; B
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