宝洁公司的多品牌营销研究

发布时间：2018-04-23 10:33

本文选题：宝洁 + 多品牌战略　；参考：《河北大学》2009年硕士论文

【摘要】：随着感性消费时代的来临,品牌已经成为企业的一个重要的竞争力要素,品牌策略也开始成为经营者的决策重点。在产品种类繁多,体积较小的日用化妆品企业中如何有效地管理多个品牌,搭建科学有效的品牌结构,进行合理的品牌营销,最终促进企业实现其发展战略,已经成为不可忽视的任务。本文就从品牌管理的理论研究和多品牌运用现状入手,首先介绍了具有“世界品牌管理教父”之称的宝洁公司的多品牌发展之路。继而分别从产品、价格、分销、传播四个方面,具体分析了宝洁公司多品牌营销模式,并且把宝洁公司的所有品牌实施方案都从品牌管理的角度进行评价。通过对比宝洁公司多品牌营销的成功模式,发现我国日化企业在多品牌战略方面存在的问题,指出并不是所有企业都适合多品牌营销模式。企业选择多品牌战略是有一定的前提的,并且在切入时间上也要有定量的分析,最后提出合理化建议。
[Abstract]:With the advent of perceptual consumption era, brand has become an important competitive factor of enterprises, brand strategy has also become the decision-making focus of managers. How to effectively manage many brands, set up scientific and effective brand structure, carry out reasonable brand marketing, and finally promote the enterprise to realize its development strategy in a variety of products and small size daily cosmetics enterprises, and how to effectively manage many brands, build a scientific and effective brand structure, and carry out reasonable brand marketing. It has become a task that cannot be ignored. Starting from the theoretical research of brand management and the current situation of multi-brand application, this paper first introduces the road of multi-brand development of Procter & Gamble Co., which is known as "the Godfather of World Brand Management". Then from the product, price, distribution, dissemination of four aspects, the specific analysis of Procter & Gamble multi-brand marketing model, and all P & G brand implementation from the perspective of brand management evaluation. By comparing P & G's successful multi-brand marketing model, this paper finds out the problems existing in the multi-brand strategy of daily chemical enterprises in China, and points out that not all enterprises are suitable for multi-brand marketing mode. There is a certain premise for enterprises to choose multi-brand strategy, and quantitative analysis should be made in the entry time. Finally, some reasonable suggestions are put forward.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F274;F426.72

【引证文献】