201623410511-邓超梅-宝洁产品组合策略的研究.pdfVIP

宝洁产品组合策略的研究 摘 要 现如今，企业间的竞争随着市场环境和经济发展愈发激烈。企业间的竞争最主要 就是产品的产品质量、功能、特性的竞争。大多数企业需要生产和经营多种产品，这 样才能更好地满足市场上目标群体的需要，也能分散一些经营的风险。然而为了生产 和经营的这些产品能占据市场份额，赢得市场竞争力，需要企业对产品组合进行研究 和选择，制定产品组合策略。但是由于市场环境是处于一个变化的状态，所以企业在 产品组合方面不是由始至终都是一样的，则相应的策略也会发生改变。那么可以根据 自身条件和市场发展形势，适时地调整产品间的组合方式，让企业在难以评估的动态 市场环境中得以持久的发展下去。所以，研究分析企业的产品组合是十分有必要的。 本文是研究企业的产品组合策略，以宝洁为例，先介绍了一些关于产品组合的概 念，然后分析宝洁的产品组合现状。发现存在的问题，提出建议。结论得出产品组合 策略对于企业的经营和发展十分重要，企业要重视对产品组合策略研究和运用。最后， 希望通过本文可以带给其他同类企业或品牌企业、或中小企业一些参考作用。 关键词：宝洁；产品组合；策略；研究 I Study on the Product Portfolio Strategy of pg Abstract Nowadays, with the development of market environment and economy,the competition among enterprises is more and more intense.The main competition among enterprises is the vie of product quality, function and characteristics.For the most part enterprises need to produce and operate all kinds of products, so as to better meet the needs of the target group in the market, but also to spread some business risks. However, so at to produce and run these products better to hold market share and win market competitiveness, enterprises need to research and choice the product portfolio, and formulate the product portfolio strategy. However, because the market environment is in a state of flux, therefore the enterprise in the product portfolio is not always the same, the corresponding strategy will also change. Like that, we can timely adjust the combination of product according to our own conditions and market development situation, so as to pledge the sustainable development of enterprises in the unpredictable dynamic market environment. Hence , researching and analyzing the product portfolio of enterprises are necessary. This paper