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论文编号：	14466
作者编号：	2120213396
上传时间：	2024/3/6 9:50:17
中文题目：	基于SICAS模型的宝洁（中国）秀发护理产品数字化营销策略研究
英文题目：	Research on Digital Marketing Strategy of Procter&Gamble (China) Hair Care Products Based on SICAS Model
指导老师：	李桂华教授
中文关键字：	秀发护理产品；数字化营销；营销策略；SICAS；消费者行为
英文关键字：	Digital marketing；Digital transformation；Marketing strategy；SICAS；Consumer
中文摘要：	宝洁作为享誉全球的跨国企业,目前是全球最大的快消公司之一，中国市场作为其主要营收来源,不仅因为其较早的在华占领了市场,更重要的是近年来在数字化营销策略的不断探索与应用实践。本文想要通过对宝洁（中国）的数字化营销策略进行深入而细致的研究分析,从而为中国相同类型企业的数字化营销转型提供一些思路与参考样本。本文通过对宝洁（中国）的数字化营销的宏观环境、行业环境、企业内部环境等方面对宝洁（中国）的营销策略中数字化转型部分进行研究,得到宝洁（中国）的成功是符合现阶段数字化时代发展要求,以消费者为中心，提供差异化营销、以创新为驱动，引领价值创造、以长期主义为定力，铸造长青品牌的结果。 本文的研究重点是宝洁（中国）的数字化营销策略,也就是深入分析宝洁（中国）数字化转型的实施环境、策略、遇到的挑战以及需要完善之处。在竞争日趋激烈的数字经济时代，宝洁（中国）依旧稳居快消行业发展前列，由此可见,随着消费者观念的转变，企业也应该积极跟进新一代消费者的步伐。在宝洁（中国）数字化营销策略遇到的挑战的基础上,本文基于SICAS理论尝试给出一些优化建议。 当然，企业不能脱离自身实际发展，盲目效仿宝洁（中国）的数字化营销策略,而是要灵活运用营销策略。企业要挖掘和利用自身优势,将发展注意力放在产品创新上。透过以上宝洁（中国）数字化营销的探索不难发现，数字化营销并不只是将某几个环节进行数字化改造，也不是把全部的线下业务搬到线上这样简单。它是一家企业从企业文化、到业务流程、商业模式等的全方位变革，更是一个在没有更新技术革命出现前需要长期、持续发力的过程。
英文摘要：	As a world-renowned multinational enterprise, P&G is currently one of the largest FMCG companies in the world. The Chinese market is its main source of revenue, not only because of its high-quality products, but also because of the successful application of its digital Marketing strategy in China in recent years. This paper makes a comprehensive analysis of P&G (China)'s digital Marketing strategy, and then provides a reference for China's FMCG enterprises in their digital marketing methods. This paper systematically analyzes the Digital transformation part of P&G (China)'s Marketing strategy from the macro 、industry 、inset environment, it concludes that P&G (China)'s success is to comply with the development requirements of the digital era, take consumers as the center, provide differentiated serves, take innovation as the driving force, lead value creation, take Longtermism as the focus, and forge an evergreen brand. One of the research focuses of this paper is P&G (China)'s digital Marketing strategy, that is, in-depth analysis of P&G (China)'s Digital transformation implementation environment, strategies, challenges and needs to be improved. In the increasingly competitive digital economy era, P&G (China) remains at the forefront of the development of the fast-moving consumer goods industry. It can be seen that with the change in consumer attitudes, enterprises should also actively follow the pace of the new generation of consumers. On the basis of the challenges faced by P&G (China)'s digital Marketing strategy, this paper attempts to give some optimization suggestions based on SICAS theory. Of course, enterprises should not blindly follow the digital Marketing strategy of P&G (China), but should flexibly use the strategy in combination with their own enterprise characteristics. Enterprises should adapt to the trend of the times and always pay attention to product innovation to ensure that they will not be defeated by emerging competitive enterprises. Through the exploration of digital marketing by Pr&G (China), it is not difficult to find that digital marketing is not just about digitizing a few links, nor is it as simple as moving all offline businesses online. It is a comprehensive transformation of a company from corporate culture, to business processes, business models, and so on. It is also a process that requires long-term and sustained efforts before the emergence of a technological revolution.
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