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1、..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&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....目录摘要…………………………………………………
7、…………………ⅠAbstract……………………………………………………………………Ⅱ一、引言…………………………………………………………………1㈠宝洁简介…………………………………………………………………1二、宝洁成功之道…………………………………………………………2㈠顾客调查…………………………………………………………………4㈡通过传播品牌形象打开并占有市场……………………………………4㈢注重技术的创新…………………………………………………………6㈣注重人才培养…………………
