摘 要宝洁品牌定位策略有得有失，因此宝洁业绩如过山车一般波澜起伏。宝洁品牌定位策略之失突出表现在盲目扩张导致品牌表现良莠不齐、品牌技术不能及时升级换代、盲目衍生新品牌导致品牌定位混乱等三个方面，其主观原因是品牌发展模式错误、忽视在中国市场技术领跑也是品牌硬实力和对消费者惯性缺乏敬畏心，本文因此提出重新打造大树型品牌架构、优化日化行业品牌布局和全力应对全球新冠肺炎疫情化危为机三大对策。关键词：宝洁； 品牌定位策略；探析AbstractP&g's brand positioning strategy has its ups and downs, so its performance has been on a roller-coaster ride. P&g brand positioning strategy of loss of the good and bad are intermingled of outstanding performance in blind expansion leads to the brand, brand, technology is not upgrade in time, blind to derive new brand lead to brand positioning from three aspects, such as chaos the subjective reason is brand development model error, ignoring the technology in the Chinese market leading brand hard power and lack of consumer inertia fear of heart, this paper therefore puts forward to build big tree brand architecture, brand layout optimization of daily chemical industry and to deal with the global COVID - 19 three outbreaks, the crisis into an opportunity for countermeasures.Key words: procter & gamble; Brand positioning strategy; The article目 录1 引 言........................................................12 文献综述......................................................22.1 研究背景....................................................22.2 研究意义....................................................22.2.1 理论价值..................................................22.2.2 现实意义..................................................32.3 国内外研究现状..............................................32.3.1 国外相关研究现状..........................................32.3.2 国内相关研究现状..............................
