市场营销系+市场营销系1104+王素贞+论宝洁公司品牌营销策略+王裕.doc

论宝洁公司品牌营销策略 摘 要 如今中国品牌资产处于成长阶段，品牌理念意识薄弱，因此有必要学习国际品牌 经营法则，以提高品牌经营水平，增强品牌竞争力其目的在于打造中国的强势品牌，本篇论文主要围绕品牌策略论述了四大板块内容，全面、系统介绍品牌学理论体系以 及在宝洁公司实施的的实务运作分析和解决对策。首先概述了论文的选题背景及选题意义，并分析了现今市场的“品牌消费”问题。其次，从理论上阐述了品牌的含义、特征、分类、作用和品牌运用的多种策略分析，增加了对品牌学的认识和理解，为下文品牌学的阐述做理论基础。第三，本文对宝洁公司基本概况、优势及其品牌实施策略、实施中存在的问题进行了分析和总结，并提出相应的解决策略。宝洁品牌经营策略对企业品牌运营的启示是论文的最后一部分，是宝洁公司品牌运营的本质，宝洁成功的品牌战略使其赢得了巨大的市场成功，越来越多的被消费者接受，占领巨大市场份额，它的发展对中国企业乃至全世界企业都会产生深刻的影响。 关键词 品牌 宝洁 策略 ON THE BRAND MARKETING STRATEGY OF PROCTER GAMBLE ABSTRACT Nowadays, the brands assets of China is in the growth stage, but the companies’ brand awareness is weak. So, in order to build strong brands in China, it is necessary to learn the management rules of international brands. Only by this way, the corporations can improve their brand management level and enhance their competitiveness. Based on the theory of brand strategy, the paper discusses the situation of Procter Gamble’s brand operation, and presents the solutions. It mainly includes four parts. Firstly, it gives a overview of the background and meaning of the topic. Besides, it analyzes the current problem of ‘brand consumption’ .Secondly, to increase our understanding of brand, the thesis states the theory, which covers the definition of brand, and its features, classifications, functions, and various strategies. Thirdly, the paper introduces the basic information of Procter Gamble, and analyzes its advantages. Then, it mainly discusses Procter Gamble brand strategy, at the same time, puts forward the existing problems. The last part is about revelation, and it is the nature of Procter Gamble brand strategy. The brand strategy brings great success to Procter Gamble. More and more consumers accept it, and it also helps Procter Gamble to take more market shares. The development of Procter Gamble brand strategy has deep influence to other corporations. Keywords brand Procter Gamble strategy