广西大学行健文理学院毕业论文题目:宝洁公司的广告策略研究学部:商学部专业:市场营销班级:2012级1班学号:1238070121学生姓名:覃海东指导教师:谭娟二〇一五年十二月摘要广告已经渐渐成为人们的日常生活不可或缺的一部分,各式各样的广告为企业带来的不仅仅是产品的销售,也给企业带来了问题,面对需求日益增多的消费者,如何制定有效的广告策略来吸引顾客显得更加重要。本文以宝洁公司的品牌与广告传播为主要切入点,首先介绍宝洁的品牌以及产品,分析宝洁的营销环境,了解到宝洁的发展历程。再通过波特五力模型,从进入壁垒、替代品威胁、买方议价能力、卖方议价能力以及现存竞争者之间的竞争这5个方面继续进行行业分析,接着通过详细分析宝洁的产品广告,分析其广告在农村与城市之间不同的效果,总结宝洁的广告策略特点。最后,结合宝洁公司在中国出现过的一些产品问题,给予分析,再结合当前互联网时代的网络广告发展趋势,为宝洁的产品广告提出个人的一些建议。关键词:宝洁产品策略广告策略广告效果互联网AbstractAdvertisinghasgraduallybecomeanindispensablepartofpeople'sdailylife,everykindofadvertisingbringsfortheenterpriseisnotonlytheproductsales,butalsotobringaproblemfacingthegrowingdemandofconsumers,howtodevelopeffectiveadvertisingstrategiestoattractcustomersbecomesmoreandmoreimportantInthisarticle,P&G'sbrandandadvertisingcommunicationasthemainentrypoint,firstofall,thebrandandtheproduct,analysisofP&G'smarketingenvironment,tounderstandthedevelopmentofP&G.ThroughthePotterfiveforcesmodel,betweenthebarrierstoentry,threatofsubstitutes,thebargainingpowerofthebuyer,thesellerbargainingpowerandtheexistingcompetitorscompeteinthese5aspectstotheindustryanalysis,followedbyadetailedanalysisofProcter&Gambleadvertisingproducts,analyzethedifferencesbetweenruralandCityadvertisingeffect,summarizethecharacteristicsoftheadvertisingstrategyofProcter&gamble.Finally,combinedwiththeemergenceofP&GinChina,someoftheproducts,togiveanalysis,combinedwiththecurrentInterneteraofInternetadvertisingdevelopmenttrends,forP&G'sproducts,somesuggestionsfortheindividual.Keywords:Procter&GambleproductstrategyInternetadvertisingstrategiesadvertisingeffectiveness目录摘要Abstract绪论......................................................................................................................1第一章、宝洁公司简介......................................................................................21.1宝洁发展史.............................................................................................21.2宝洁在中国的品牌简介..........................................................................2第二章、宝洁公司的环境分析...........................................................................42.1营销环境调查与分析..............................................................................42.2宝洁公司的五力模型分析......................................................................5第三章、宝洁的广告策略...................................................................................83.1宝洁的广告分析......................................................................................83.2广告传播效果分析................................................................................113.3宝洁广告的SWOT分析........................................................................133.4广告有效性的市场调研........................................................................16第四章、宝洁广告存在的问题以及建议........................................................