宝洁品牌营销及其对中国企业启示.doc

广 东 金 融 学 院 学　年　论　文 论文题目 宝洁的品牌营销及对中国企业的启示 学生姓名 陈泽梅 学号 101521154 专业班级 市场营销专业（1）班 指导教师 职称 2012 年 3 月 4 日 摘 要 、宝洁公司拥有着长达百年以上的历史，是世界上最大日用消费品公司之一。生活中随处可以见到宝洁公司旗下的品牌产品，不仅如此，宝洁产品几乎覆盖了整个社会阶层。在多品牌的频频出击的时代，宝洁依然稳坐在在品牌营销的专家位置上。几乎没有一个公司能像宝洁公司那样，拥有着并管理着如此多深入人心的品牌。在未来，毋庸置疑的是，宝洁产品将依然占据市场日用消费品份额的大部分。那么拥有着300多个品牌的宝洁公司是如何对产品进行品牌营销的呢？我们又能从中得到什么启示呢？对宝洁公司的品牌营销进行研究，不仅有利于更好地做好品牌营销，而且也有利于我们更好地发展。 关键词：宝洁（PG） 品牌营销 启示 Abstract □ PG is one of the biggest companies with over one hundred years history. In our daily life, PG brand products can be seen everywhere. Moreover, PG products are covering the entire social strata. As more and more brands are turning up, PG is still standing stable in the position of the expert in the brand marketing. There is no doubt that PG will still enjoy the majority precentage of the market share of consumer goods. How can PG go on doing brand marketing illustriously while PG is still holding on more than 300 brands? What inspiration can we get from PG? PG brand marketing is not only beneficial to do a better job of brand marketing, but also help us to search for better development for our companies. Brief introduction about PG: Procter Gamble Company, which is short for PG, a U.S consumer commodity producers, is one of the worlds biggest commodity companies. Headquartered in Cincinnati, Ohio, USA, with nearly 110,000 employees all over the world. In 2008, Procter Gamble is the sixth largest company of the world by market value and profits of the worlds 14th largest company. PG is also the tenth largest in the Fortune 500 Most Admired Company. Key words :PG brand marketing inspiration 目 录 一、宝洁公司简介………………………………………………………1 （一）宝洁公司概述………………………………………………… 1 （二）宝洁在中国的发展…………………………………………… 1 1. 宝洁与中国的初次结缘………………………………………… 1 2. 宝洁在中国发展的现状………………………………………… 1 二、宝洁在中国的品牌营销…………………………………………… 2 （一）准确命名树立品牌……………………………………………… 2 （二）实施知识营销提升品牌价值…………………………………… 2 （三）利益诉求与情感诉求提高品牌的文化内涵…………………… 2 三、宝洁对中国企业的启