本文選題：寶潔 + 營銷　； 參考：《東北財經(jīng)大學(xué)》2013年碩士論文

【摘要】：隨著市場競爭的日益激烈,傳統(tǒng)的營銷模式已經(jīng)不能滿足企業(yè)不斷發(fā)展的需要,在這樣的形式下,企業(yè)必須進行營銷創(chuàng)新。所謂營銷創(chuàng)新就是不斷創(chuàng)造,發(fā)現(xiàn)和引導(dǎo)客戶需求,并將其轉(zhuǎn)化為企業(yè)的盈利機會。營銷創(chuàng)新的目的在于能更好的識別和劃分潛在的目標(biāo)市場,通過更好的方式為目標(biāo)市場的客戶提供服務(wù)。營銷創(chuàng)新活動,能讓企業(yè)更好的針對消費者的需求,通過對企業(yè)產(chǎn)品相對于競爭產(chǎn)品的市場定位和目標(biāo)市場選擇,有效的影響并引導(dǎo)消費者的購買決策。 作為快速消費品行業(yè)的巨頭,寶潔公司旗下?lián)碛?00多個暢銷品牌。寶潔在全球能取得這么大的成功,究其背后的原因,寶潔的營銷創(chuàng)新扮演著非常重要和無法替代的作用。因此本文重點分析寶潔的營銷創(chuàng)新,希望通過對其成功背后的原因、問題、特點的分析,能給其他企業(yè)帶來一些借鑒意義。 本文總共分為六個部分,結(jié)構(gòu)框架如下： 第一部分：緒言。本部分闡述了本文的研究背景、研究意義、研究現(xiàn)狀、結(jié)構(gòu)以及研究方法。由于傳統(tǒng)的營銷活動已經(jīng)無法滿足顧客日益增長的需求變化,營銷創(chuàng)新成了全球各企業(yè)的一項必要任務(wù)。在當(dāng)今這種市場環(huán)境下,若企業(yè)不進行營銷創(chuàng)新,就很難在市場競爭中保持持久的生命力和活力。寶潔的營銷創(chuàng)新不僅給寶潔帶來巨大收益,并且對其他企業(yè)具有寶貴的借鑒意義。至于本文的研究方法,本文采用案例分析法,列出寶潔典型的營銷失敗案例和營銷創(chuàng)新的成功應(yīng)用,在對案例進行分析的時候通過“背景分析,問題分析,得出結(jié)論(解決方法)”這樣的順序進行寫作。 第二部分是消費品行業(yè)的營銷特點分析。想要更好地分析寶潔公司的營銷,首先必須要明確寶潔所處的行業(yè)和環(huán)境特點。因此,弄清楚消費品、快速消費品的定義、快速消費品和快速消費品行業(yè)的特點以及快速消費品行業(yè)不同階段所采取的不同營銷策略對本文接下來對寶潔營銷創(chuàng)新的分析有著重要的意義。 第三部分是寶潔的失敗案例分析。具體來說,當(dāng)分析寶潔的失敗案例時,重要的是要弄清楚這些失敗背后的問題和原因,然后總結(jié)出經(jīng)驗教訓(xùn),寶潔公司正是弄清楚問題出在哪兒,導(dǎo)致問題的真正原因是什么,需要改進的地方在哪兒才有了后來成功的營銷創(chuàng)新,才明確自己真正創(chuàng)新的點在哪兒。對于寶潔過去的失敗營銷,本文列出兩個案例,分別為：潤妍---寶潔的失敗創(chuàng)新和寶潔對農(nóng)村的忽視所帶來的失敗。對于潤妍,當(dāng)時的寶潔可謂極度重視,因為寶潔當(dāng)時的產(chǎn)品背負有“化學(xué)產(chǎn)品”的負面形象,寶潔就想靠著潤妍這一全新的創(chuàng)新來徹底消除自己的這種負面境況。在當(dāng)時來說,寶潔對潤妍各個方面的打造,從包裝到廣告可謂都采用了當(dāng)時市場狀況下最高的標(biāo)準(zhǔn)。潤妍的廣告極力想迎合東方女性的觀點,突出“東方美”“自然”“滋養(yǎng)”。然而,事實證明,潤妍還是失敗了,關(guān)鍵原因在于：a.潤妍消費群定位錯誤。b.潤妍的銷售不夠。C.潤妍在大力突出自己黑發(fā)效果的時候忽略了該產(chǎn)品最特殊和最重要的特點：中草藥的潤發(fā)、護法功能。 對于寶潔的另一個失敗案例,對農(nóng)村的忽視問題,本文也做了相關(guān)的分析。在當(dāng)時,大家耳熟能詳?shù)娘h柔9.9在二線城市去的了很大的成功以后,寶潔領(lǐng)導(dǎo)人員發(fā)現(xiàn)農(nóng)村的市場其實比城市要大得多,因此寶潔加快腳步進入農(nóng)村市場是寶潔公司發(fā)展的必然。然而,寶潔在走進農(nóng)村市場的時候發(fā)現(xiàn)事實并沒與想象中那么成功,農(nóng)村消費者青睞于價格位于3.5—6.5的蜂花,夏士蓮和拉芳在農(nóng)村賣的也不錯,但寶潔公司9.9的飄柔并沒不是農(nóng)村消費者的選擇。面對這樣的失敗,寶潔也做出了分析,分析得出寶潔走進農(nóng)村的失敗原因在于：1.寶潔忽視了農(nóng)村消費者與城里人的生活習(xí)慣對于產(chǎn)品銷售的影響。2.寶潔將農(nóng)村消費者最敏感的問題定位錯誤。 其實,這兩個案例的失敗可以歸結(jié)為一點,那就是寶潔公司的定位不夠準(zhǔn)確,無論是在消費群的定位上,價格的定位上還是廣告的定位上。正是經(jīng)歷了這樣的失敗,寶潔人員總結(jié)出真正暢銷的產(chǎn)品一定是來源于對消費者真正需求的了解。正是經(jīng)歷了這樣的失敗,寶潔決定讓消費者決定創(chuàng)新,并且意識到寶潔人員只有走出實驗室走到消費者家里,觀察他們真正的需要,才能生產(chǎn)出真正被需要和有市場的產(chǎn)品。也正是有了這樣的失敗,才有了寶潔公司現(xiàn)在成功的多品牌戰(zhàn)略,賦予同一種產(chǎn)品不同的功能,不同的概念和不同的價位去迎合消費者不同的需求。 第四部分是營銷創(chuàng)新的理論綜述。該部分是寶潔營銷創(chuàng)新的基礎(chǔ),并為其提供理論支持。 第五部分是寶潔營銷創(chuàng)新的成功應(yīng)用。分析寶潔營銷創(chuàng)新的成功應(yīng)用案例的價值在于明確成功背后的原因及帶來這些成功的特別之處,進而從這些成功案例中得出寶潔營銷創(chuàng)新對其他企業(yè)的借鑒意義。本部分從營銷創(chuàng)新的五個方面列出寶潔成功運用的幾個經(jīng)典案例即：綠色營銷創(chuàng)新、概念營銷創(chuàng)新、產(chǎn)品營銷創(chuàng)新、網(wǎng)絡(luò)營銷創(chuàng)新和事件營銷創(chuàng)新。 綠色營銷創(chuàng)新認為,企業(yè)在營銷活動中要適應(yīng)可持續(xù)發(fā)展戰(zhàn)略的要求,注重生態(tài)環(huán)境的保護,促進經(jīng)濟與生態(tài)協(xié)調(diào)發(fā)展,以實現(xiàn)企業(yè)利益,消費者利益,社會利益及生態(tài)環(huán)境利益的協(xié)調(diào)發(fā)展。寶潔在綠色營銷方面內(nèi)外兼具,在內(nèi)部,寶潔的辦公室拒絕一次性紙杯,甚至打印機；在產(chǎn)品生產(chǎn)方面,寶潔節(jié)約資源,變廢為寶,將生產(chǎn)廢品賣給有需要的企業(yè)進行生產(chǎn)。 概念營銷創(chuàng)新指企業(yè)將市場需求趨勢轉(zhuǎn)化為產(chǎn)品項目開發(fā)的同時,利用說服與促銷,提供近期的消費走向及其相應(yīng)的產(chǎn)品信息,引起消費者關(guān)注與認同,并喚起消費者對新產(chǎn)品期待的一種營銷觀念或策略。寶潔的概念營銷在寶潔的廣告中體現(xiàn)的最為明顯。例如,寶潔給飄柔定義的概念是優(yōu)雅順滑,舒膚佳健康殺菌,幫寶適止尿褲為了孩子的明天等。 事件營銷則是指通過某件事來達到為產(chǎn)品推廣的效果。寶潔在奧運會為運動員母親報銷各種費用,讓最偉大的母親見證自己的孩子最輝煌的巔峰時刻,成功為寶潔的企業(yè)形象做了積極正面的推廣。寶潔特別的情人節(jié),利用明星效用,在全國掀起轟動,在成功宣傳自己產(chǎn)品的同時也大大提升了自身的企業(yè)形象。 產(chǎn)品營銷創(chuàng)新是指創(chuàng)造一種新的產(chǎn)品或者在舊產(chǎn)品的基礎(chǔ)上開發(fā)出新的功能。寶潔在產(chǎn)品營銷方面的創(chuàng)新體現(xiàn)在寶潔走進消費者家中,經(jīng)過與消費者一起居住,觀察記錄消費者的生活細節(jié),根據(jù)消費者真正需求不斷改善現(xiàn)有產(chǎn)品。 最后,第六部分,文章指出寶潔的營銷創(chuàng)新帶來很多價值。第一種價值在于它為寶潔公司本身帶來的巨大的利潤和快速的發(fā)展。第二種價值是從消費者的角度來說的。寶潔所有的營銷創(chuàng)新都是以消費者為基礎(chǔ)進行的,它為消費者提供了豐富的產(chǎn)品,方便了消費者的生活。因此寶潔的產(chǎn)品迎合了消費者的真正需求。第三種價值在于寶潔營銷創(chuàng)新的成功給其它企業(yè)尤其是消費品公司帶來的借鑒意義。在這樣一個競爭激烈,網(wǎng)絡(luò)滲透到人們生活各個方面,快速發(fā)展的科技在給各企業(yè)帶來幫助也確實帶來沖擊的時代,寶潔的營銷創(chuàng)新確實具有寶貴的借鑒意義,寶潔營銷創(chuàng)新的成功告訴大家,創(chuàng)新不僅僅在于科技的創(chuàng)新,還可以來源于其它很多方面,例如概念的創(chuàng)新,事件的創(chuàng)新等。第四個價值在于寶潔創(chuàng)新給整個社會帶來的價值。寶潔公司投資希望小學(xué),保護環(huán)境這樣的公益事業(yè)在為自己樹立良好的聲譽的同時也確實在幫助整個社會一起前進。 總而言之,寶潔營銷創(chuàng)新所取得的成功不僅對同行業(yè)的其它企業(yè)具有寶貴的價值而且對其它行業(yè)的公司也有很大的借鑒意義。本文重點分析了寶潔堅定的進行營銷創(chuàng)新并成功將之付諸于實踐的原因及取得的成果,希望能給對營銷創(chuàng)新有興趣的實踐者和研究人員提供一些有意義的參考。
[Abstract]:As the market competition becomes more and more intense , the traditional marketing mode can not meet the needs of the continuous development of the enterprise . In such a form , the enterprise must carry out marketing innovation . The purpose of the marketing innovation is to continuously create , discover and guide the customer demand , and transform it into the profit opportunity of the enterprise . The purpose of the marketing innovation lies in the better identification and division of the potential target market . The marketing innovation activity can make the enterprise better address the consumer demand , and effectively influence and guide the purchase decision of the consumer through the market positioning and the target market selection of the enterprise product with respect to the competitive product .

As the giant of the fast consumer goods industry , P & G has more than 300 best - selling brands . P & G can achieve such a great success in the world . The reason behind it is that PG ' s marketing innovation plays a very important and irreplaceable role . Therefore , this paper focuses on the analysis of PG ' s marketing innovation and hopes to bring some reference to other enterprises through the analysis of the causes , problems and characteristics behind its success .

In total , this paper is divided into six parts , the structural framework is as follows :

Part I : Introduction . This part describes the research background , research significance , research situation , structure and research methods of this paper . As the traditional marketing activities cannot meet the increasing demands of customers , marketing innovation becomes a necessary task for global enterprises . In this market environment , it is difficult to maintain lasting vitality and vitality in the market competition .

The second part is the analysis of the marketing features of the consumer goods industry . To analyze the marketing of Procter & amp ; Procter , it is necessary to make clear the characteristics of the industry and environment in Procter & Jie . Therefore , it is of great significance to understand the definition of consumer goods , the definition of fast consumer goods , the characteristics of fast consumer goods and fast consumer goods industry and the different marketing strategies adopted at different stages of the rapid consumer goods industry .

The third part is the analysis of the failure case of P & G . In particular , when analyzing the failure cases of P & G , it is important to understand the problems behind these failures and the reasons , and then summarize the lessons .

In the case of another failure of P & G , the problem of neglect in rural areas is also analyzed . After a great success in the second - line city , P & G leadership has found that the market in rural areas is actually much bigger than the city . However , P & G has not been the choice of rural consumers . However , P & G has not been the choice of rural consumers . However , P & G has ignored the impact of the living habits of rural consumers and urban residents on the sale of products .

In fact , the failure of the two cases can be attributed to the fact that Procter ' s positioning is not accurate , whether in the location of the consumer group , the location of the price or the positioning of the advertisement . It is the failure that PG decided to let the consumer decide to innovate and realize that the P & G personnel only walked out of the laboratory to the consumer ' s home and observed the real need to produce the truly needed and market products .

The fourth part is the theoretical review of marketing innovation . This part is the foundation of PG ' s marketing innovation and provides theoretical support for it .

The fifth part is the successful application of PG ' s marketing innovation . The value of the successful application of P & G marketing innovation lies in the clear reasons behind the success and the special features that bring these successes . From the five aspects of marketing innovation , this part lists some of the classic cases successfully applied by PG : green marketing innovation , concept marketing innovation , product marketing innovation , network marketing innovation and event marketing innovation .

Green marketing innovation believes that enterprises should adapt to the requirements of sustainable development strategy in marketing activities , pay attention to the protection of ecological environment , promote the harmonious development of economy and ecology , so as to realize the coordinated development of the interests of enterprises , consumers ' interests , social benefits and ecological environment .
In the area of product production , P & G saves resources , turns waste into treasure , and sells the production waste to the required enterprises for production .

Concept marketing innovation means that the enterprise transforms the market demand trend into product project development , utilizes the persuasion and promotion , provides the recent consumption trend and corresponding product information , causes the consumer to pay attention to and identify , and arouse the consumer ' s marketing idea or strategy to the new product expectation .

The event marketing refers to the effect of promoting the product through something . P & amp ; G has made a positive and positive promotion of PG ' s corporate image during the Olympic Games for athletes ' mother to reimburse all kinds of expenses , and to make the greatest mother witness his children ' s most brilliant peak . Especially Valentine ' s Day , using the star utility , has launched a sensation in the country , and has promoted its own enterprise image greatly while successfully promoting its products .

Product marketing innovation refers to the creation of a new product or the development of new functions on the basis of old products . P & G ' s innovation in product marketing is reflected in the entry of P & G into the consumer ' s home , living with the consumer , observing the details of the consumer ' s life , and constantly improving the existing products according to the real needs of consumers .

In the sixth part , the article points out that PG ' s marketing innovation brings a lot of value . The first value lies in the great profit and rapid development of P & G itself . The second value lies in the consumer ' s perspective . The third value lies in the value of PG innovation to other enterprises , especially the consumer goods company . The third value lies in the value of PG innovation to the whole society . The fourth value lies in the value of PG innovation to the whole society . The fourth value lies in the value of PG innovation to the whole society .

In conclusion , the success of PG ' s marketing innovation is not only valuable to other enterprises in the same industry but also to the companies in other industries . This paper focuses on the analysis of the reasons and achievements of the firm ' s firm marketing innovation and its success . It is hoped that some meaningful references can be provided to practitioners and researchers interested in marketing innovation .

【學(xué)位授予單位】：東北財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.72

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