毕业论文设计《宝洁公司在中国市场上的营销策略》.docVIP

扬州大学本科生毕业论文 PAGE 1 宝洁公司在中国市场上的营销策略 摘要：随着中国老百姓收入和生活水平的不断提高，使得其对日用消费品的需求也越来越大，日用消费品行业的前景也越加的广阔，一大批国际日用消费品品牌也占据了这一行业的很大的市场份额。其中，宝洁作为一家在中国市场上取得了成功的跨国日用消费品生产商，其HYPERLINK /Market/营销策略成功之处在于其根据中国顾客的特点、企业自身的特色、竞争对手的状况等，制定出合理的产品策略、价格策略、促销策略、渠道策略。例如多品牌策略、阶段营销策略、广告营销策略等。 关键字：宝洁,营销策略,日用消费品 Abstract: With the continuous improvement of income and living standards of Chinese people, the demand for daily consumer goods is also growing, the prospects for daily consumer goods industry is also increasingly vast, a large number of international consumer goods brands also occupied a large market share in the industry. Among them, PG as the one in the Chinese market has made the success of multinational daily consumer goods companies, its marketing strategy for success is that according to the characteristics of Chinese customers, the enterprises own characteristics, competitors, etc. to develop a reasonable product strategy, pricing strategy, marketing strategy, channel strategy. Such as multi-brand strategy, the stage of marketing strategy, advertising and marketing strategies. Key words:PG, Marketing strategy, Daily consumer goods 目录 TOC \o 1-3 \h \u HYPERLINK \l _Toc16760 一、宝洁在中国的发展历程 PAGEREF _Toc16760 3 HYPERLINK \l _Toc9883 二、宝洁营销环境分析 PAGEREF _Toc9883 3 HYPERLINK \l _Toc3727 （一）微观营销环境 PAGEREF _Toc3727 3 HYPERLINK \l _Toc26952 1.营销渠道企业 PAGEREF _Toc26952 3 HYPERLINK \l _Toc22350 2.顾客 PAGEREF _Toc22350 3 HYPERLINK \l _Toc12504 3.竞争者 PAGEREF _Toc12504 4 HYPERLINK \l _Toc7898 4.公众 PAGEREF _Toc7898 4 HYPERLINK \l _Toc29859 (二）宏观营销环境 PAGEREF _Toc29859 4 HYPERLINK \l _Toc9419 1.人口环境 PAGEREF _Toc9419 4 HYPERLINK \l _Toc3326 2.经济环境 PAGEREF _Toc3326 4 HYPERLINK \l _Toc723 3.科学技术环境 PAGEREF _Toc723 4 HYPERLINK \l _Toc3259 三、宝洁的营销策略 PAGEREF _Toc3259 5 HYPERLINK \l _Toc2240 （一）产品策略 PAGEREF _Toc2240 5 HYPERLINK \l _Toc29607 1.品牌策略 PAGEREF _Toc29607 5 HYPERLINK \l _Toc20858 2.新产品开发 PAGEREF _Toc20858 6 HYPERLINK \l _Toc27161 （二）价格策略 PAGEREF _To