本文選題：寶潔 + 多品牌戰(zhàn)略��； 參考：《河北大學》2009年碩士論文

【摘要】：隨著感性消費時代的來臨,品牌已經(jīng)成為企業(yè)的一個重要的競爭力要素,品牌策略也開始成為經(jīng)營者的決策重點。在產(chǎn)品種類繁多,體積較小的日用化妝品企業(yè)中如何有效地管理多個品牌,搭建科學有效的品牌結(jié)構(gòu),進行合理的品牌營銷,最終促進企業(yè)實現(xiàn)其發(fā)展戰(zhàn)略,已經(jīng)成為不可忽視的任務。 本文就從品牌管理的理論研究和多品牌運用現(xiàn)狀入手,首先介紹了具有“世界品牌管理教父”之稱的寶潔公司的多品牌發(fā)展之路。繼而分別從產(chǎn)品、價格、分銷、傳播四個方面,具體分析了寶潔公司多品牌營銷模式,并且把寶潔公司的所有品牌實施方案都從品牌管理的角度進行評價。通過對比寶潔公司多品牌營銷的成功模式,發(fā)現(xiàn)我國日化企業(yè)在多品牌戰(zhàn)略方面存在的問題,指出并不是所有企業(yè)都適合多品牌營銷模式。企業(yè)選擇多品牌戰(zhàn)略是有一定的前提的,并且在切入時間上也要有定量的分析,最后提出合理化建議。
[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.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F274;F426.72

【引證文獻】

相關(guān)碩士學位論文 前2條

1 陳潔;MG公司面膜產(chǎn)品品牌建設策略研究[D];蘭州大學;2012年

2 張佳音;寶潔公司在中國市場營銷策略的績效分析[D];遼寧大學;2013年

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本文編號：1791589