宝洁公司在中国市场促销策略研究

^论文编号:GM070    包括:开题报告及任务书,^论文字数:8289,页数:12

摘   要

     市场促销是一种商品的营销方法，是一种说服性的沟通活动，是促进产品销售的简称,是当代市场营销研究的一个重要板块。宝洁公司作为当代生产日用消费品的少数跨国企业之一，在世界领域取得了令人瞩目的销售业绩。她不仅是靠其高质量的产品、高品质的服务质量、以人为本的企业理念，还有一项值得人们研究的是她们的促销策略。此文首先介绍了宝洁公司在中国的发展状况；其次，重点分析了宝洁公司在中国市场促销策略，其中深入研究了其USP理论的推行、品牌推行的亲近感等内在的取胜之道。引用大量数据加以说明，并介绍了大量实例证明宝洁所取得的成就。最后，借鉴宝洁在我国的成功案例给出对我国国内企业的启示。我国作为世界上最大的日用品消费国家,有很大的空间等待开发,我们国家的日用品企业应该抓住这优势引进先进的营销技巧去获得更大的市场.

[关键词] 国际促销  国际广告促销  国际公共关系促销  促销组合

Abstract

Promotion is an important marketing method and A persuasive communication activities, which to promote sales of products listed. As one of the several daily consumer goods transnational company, The Procter gamble (p&g) company have got an admirable selling success in the world market. Not only for their high quality product, most comfortable service and the highlight of personality, but do there is another point we should concern about is their promoting strategy. They hold the steering wheel of the developing world market by their excellent advertising promotion, republic relations promotion, branding promotion and so on. At first, the article mainly introduced the company in the development of China. Second, The article focused on the analysis of P & G in China marketing strategy, what the most important, the USP theory and some other ways to gain more profit. At last, refer to P & G's success in China's case given to China's domestic enterprises Inspiration. As the largest country of consume in the world, a lot of energy waiting to be tapped. Therefore, we should seize the advantage of the country's daily necessities enterprises introduce advanced marketing techniques to gain greater market.

[key words]  International Promotion, International Advertising Promotion, 
International Republic-relations Promotion   Mixed Promotion

目 录
1  宝洁公司在中国市场的发展状况 ..............2
2  宝洁公司在中国市场促销策略分析............ 3
2.1 宝洁公司的广告促销 .......................3
2.1.1 USP理论的推行 ..........................3
2.1.2 品牌推广的亲近感 .......................4
2.1.3 广告投放的媒体策略的多元化 .............5
2.2 宝洁公司的销售促进与公共关系策略 .........6
2.3 宝洁公司对促销组合的应用................. 7
3  宝洁公司促销策略对国内企业的启示.......... 8
3.1 对进行跨国文化广告营销策略的启示 .........8
3.2 对国内企业进行公共关系营销的启示 .........9
参考文献 .....................................11
致谢 .........................................12

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