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论文编号：	1271
作者编号：	2120072102
上传时间：	2009/6/13 12:40:37
中文题目：	宝洁公司并购吉列公司的品牌扩张
英文题目：	宝洁公司并购吉列公司的品牌扩张
指导老师：	周建
中文关键字：	宝洁公司品牌扩张战略 并购吉列<
英文关键字：	Procter & Gamble company Brand
中文摘要：	美国宝洁公司作为全球500强企业之一，是目前全球最大的日化企业，也是品牌管理非常出色的企业，宝洁公司强大的品牌竞争优势正是其雄踞世界领导地位的根源所在。宝洁公司经营的300多个品牌的产品畅销160多个国家和地区，其中包括美容、健康、织物、家居、婴儿及个人护理，还有食品及饮料等。 本文主要结合有关资源基础论、核心竞争力以及品牌扩张等相关理论，运用案例研究方法，基于企业的外部环境和内部需求分析，对美国宝洁公司的品牌扩张战略进行了研究，并由此总结出宝洁公司为什么选择品牌扩张战略并如何实施品牌扩张战略。 全文共分五章。第一章是导论，介绍了论文的选题背景、意义，以及论文的内容框架。第二章是相关理论回顾，介绍了资源基础论、核心竞争力，以及品牌扩张及并购等理论。第三章是宝洁公司的品牌战略背景分析，首先对宝洁公司的历史与现状进行了综述，回顾了其品牌扩张历程，其次对宝洁公司的资源与能力进行分析，总结其竞争优势的架构组成，最后归纳宝洁公司品牌扩张战略的特点。第四章是对宝洁公司并购吉列的动因进行分析，首先对宝洁公司的外部环境、内部需求进行剖析，然后结合SWOT分析工具归纳宝洁公司选择并购吉列进行品牌扩张的动因。第五章是宝洁公司并购吉列的品牌扩张战略实施与效果，主要从并购过程及风险、实施吉列品牌的扩张战略以及效果几方面进行论述，最后总结了宝洁公司并购吉列公司后，在企业内部资源、市场竞争地位以及行业竞争格局这三个方面的收获。 本文的结论是对美国宝洁公司的品牌扩张战略进行总结，在宝洁公司如何利用自身资源和竞争优势进行品牌扩张提出了一些启示，希望对其他企业有可鉴之处。
英文摘要：	Procter & Gamble is the world's largest consumer goods company that markets more than 300 brands in over 180 countries. As the one of the world’s Top 500 Fortune Enterprises, P&G is well known for its brand management. The company’s leading market position along with its strong brand portfolios provides it with a significant competitive advantage.The company is engaged in producing beauty, health, fabric, home, baby, family, and personal care products. The company's product portfolio also includes pet health products and snacks and beverages. The theories applied here in the paper mainly include Resource Based View,Core Competitive,brand expansion,merger and acquisition theories.The case studies the external enviorment and the internal requirement of P&G,analyses a few of points in the brand expansion strategy utilization.Explores the reseason why to choose the brand expansion strategy and how to implement it. The thesis consists of five chapters.Chapter 1 introduces the research background and put forward the problem,as well as the case content and structure.Chapter 2 reviews the relevant theories of Resource Based View,Core Competitive,brand expansion,merger and acquision.Chapter 3 is the background analysis of P&G’s brand expansion strategy.First reviews the history and present situation of P&G as its brand expanding trace.And second understands the resources and capabilities of P&G,concludes the chatateristics among its brand expansion strategy.Chapter 4 analyzes the reason why P&G demanded to merge Gillette company.First outlets P&G’s external environment and internal acquirement,then perceives the motivation to merge Gillette by SWOT analyse tool.Chapter 5 presents the merger procedure including the risk at first,and then describes how P&G expands brands and builds new brands based on Gillette brand portfolios.At the end of this chapter,shows the synergies by the managements of the two companies,such as the internal resources consolidation,market competitive position and industrial powerful segment. The conclusion in this case is to understand the way of P&G’s brand expansion strategy.Provide some valuable ideas about how to expand brands with competitive advantages.May present a few of concepts for similar companies which are willing to merge successfully in the future.
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