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1、..寶潔公司市場(chǎng)營(yíng)銷策略分析摘要：寶潔公司是日用品行業(yè)的領(lǐng)軍企業(yè)，成功地打造了300多個(gè)品牌，公司奉行“親近生活，美化生活”的核心理念，在我國(guó)打造出了品質(zhì)一流，深受喜愛的日用品，其中包括海飛絲、飄柔等產(chǎn)品。它的產(chǎn)品遠(yuǎn)銷160多個(gè)國(guó)家和地區(qū)，不僅是世界500強(qiáng)的企業(yè)的“日用消費(fèi)品大王”，也是著名的“品牌王國(guó)”。本文研究了寶潔公司主要的品牌形象傳播的方式、方法，手段和策略等等，也結(jié)合了寶潔公司的宣傳案例加以說明，并對(duì)未來寶潔公司營(yíng)銷策略進(jìn)行了初步分析。關(guān)鍵詞：寶潔公司；市場(chǎng)營(yíng)銷；策略....Abstract：P&Gistheleaderofabusinesscommodity,iti
2、stocreatemorethan300dailybrand,Procter&Gambletopursue"closetolifebeautifylife"businesspurposes,theproductioninChina,alargenumberofqualityfirst-class,popularamongconsumersofproducts.P&G'sRejoice,Head&Shoulders,Pantene,Safeguard,Olay,Whisper,Ariel,TideandCrest,etc.hasbecomeahouseholdname.Itspro
3、ductsareexportedtomorethan160countriesandregions,notonlyisthekingoftheworld'stop500enterprises"consumergoods",andalsoafamousbrandoftheKingdom".InChina,P&Gcanbesaidtobetheoverlordofconsumergoods.ThispaperarguesthatP&G'sbusinesswassogood,isalwaysaword,toknowhowtousethepowerofthemedia'ssuccess.I
4、nthispaper,fromtheperspectiveofcommunication,whyProcter&Gamblewillbesosuccessful,"thisissue,conductedacomprehensivestudytoidentifysomeofthelawsofadvertisingcommunication.Thatistheso-calledproductProductImageCommunication:1.mustbebasedonconsumerdemandandresponseasaspread-oriented;2.mustintegra
5、tevariouscommunicationmeansandpayattentiontothedisseminationstrategy;3.mustpayattentiontothecommunicationofbothsides;4.mustfocusontheoveralleffect.Inaddition,thespreadofbrandimage,aseriesofrelatedconcepts,suchasthemeaning,purposeandcontentofthespreadofbrandimage,thepaperhasdoneinformativeinte
6、rpretationandlogicalDiscrimination.Mainbrandimagespread,methods,meansandstrategies,etc.,butalsoacombinationofProcter&Gamblespecificexamplestoillustrateandaccordingtotheirspecificcase,in-depthanalysisofhowitsspread.Keywords：P&G；China；Brandimage；Brandimagetransmission....目錄摘要…………………………………………………
7、…………………ⅠAbstract……………………………………………………………………Ⅱ一、引言…………………………………………………………………1㈠寶潔簡(jiǎn)介…………………………………………………………………1二、寶潔成功之道…………………………………………………………2㈠顧客調(diào)查…………………………………………………………………4㈡通過傳播品牌形象打開并占有市場(chǎng)……………………………………4㈢注重技術(shù)的創(chuàng)新…………………………………………………………6㈣注重人才培養(yǎng)…………………
