宝洁公司市场营销策略分析摘 要：宝洁公司是日用品行业的领军企业，成功地打造了 300 多个品牌，公司奉行“亲近生活，美化生活”的核心理念，在我国打造出了品质一流，深受喜爱的日用品，其中包括海飞丝、飘柔等产品。它的产品远销 160 多个国家和地区，不仅是世界 500强的企业的“日用消费品大王”，也是著名的“品牌王国”。本文研究了宝洁公司主要的品牌形象传播的方式、方法，手段和策略等等，也结合了宝洁公司的宣传案例加以说明，并对未来宝洁公司营销策略进行了初步分析。关键词：宝洁公司；市场营销；策略 Abstract： P& G is the leader of a business commodity, it is to create more than 300 daily brand, Procter & Gamble to pursue "close to life beautify life" business purposes, the production in China, a large number of quality first-class, popular among consumers of products. P & G's Rejoice, Head & Shoulders, Pantene, Safeguard, Olay, Whisper, Ariel, Tide and Crest, etc. has become a household name.Its products are exported to more than 160 countries and regions, not only is the king of the world's top 500 enterprises "consumer goods", and also a famous brand of the Kingdom ". In China, P & G can be said to be the overlord of consumer goods. This paper argues that P & G's business was so good, is always a word, to know how to use the power of the media's success. In this paper, from the perspective of communication, why Procter & Gamble will be so successful, "this issue, conducted a comprehensive study to identify some of the laws of advertising communication. That is the so-called product Product Image Communication: 1. must be based on consumer demand and response as a spread-oriented;2. must integrate various communication means and pay attention to the dissemination strategy;3. must pay attention to the communication of both sides; 4.must focus on the overall effect. In...
