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论文编号：	15839
作者编号：	2320233840
上传时间：	2025/12/10 19:16:36
中文题目：	宝洁公司织物与家居护理品类的中国市场多品牌战略研究
英文题目：	Research on multi-brand strategy of Procter & Gamble''''''''''''''''''''''''''''''''s fabric & home care category in Chinese market
指导老师：	李亚
中文关键字：	多品牌战略；织物护理品类；品牌协同
英文关键字：	Multi-Brand strategy; Fabric & home care category; Brand Coordination
中文摘要：	品牌会通过各种媒介触达并影响消费者，品牌代表商品或服务的质量、价值、甚至文化，这些元素不仅决定产品市场影响力，还决定产业价值链上各环节盈利空间。因为品牌是产品的独特竞争力，帮助产品在同质化时避免陷入价格战。品牌形象也在很大程度上代表了企业形象，某些品牌比企业本身更有知名度，比如，对普通消费者而言，奥利奥饼干要比它的母公司亿滋要更耳熟能详。 由此可见，品牌战略是企业发展、产品成功的关键要素。在品牌战略方面，国内外企业各有长短，但百年以上的国外企业有着相对更充分、更连贯的发展时间，以及更广阔的海内外市场经验，在品牌战略理论和实践应用上，也相对更加成熟，有更多可参考、借鉴以及研究的案例。本文主要研究多品牌战略。 本文基于品牌定位理论、品牌架构理论、品牌生命周期理论及品牌资产五星模型，采用文献综述、归纳演绎、对比分析以及案例分析等多种研究方法，以美国宝洁公司织物与家居护理品类为例，对多品牌战略进行深入探讨。通过系统梳理相关理论，本文构建了多品牌战略的理论框架；运用文献综述法，广泛搜集国内外研究成果，为本研究提供坚实的理论支撑。利用归纳演绎法，通过从具体案例中提炼出普遍规律，增强研究的科学性和普适性。最后，通过典型案例的深入分析，展现宝洁公司织物与家居护理品类在品牌战略方面的具体做法与成效，为理论研究和分析提供可借鉴的经验与启示。 本文通过理论探讨与实证分析，从市场细分、品牌定位、资源协同、组织管理等方面展示了可操作性较强的多品牌战略业务流程，以及面对市场挑战的应对方案，为快消品企业多战略制定提供理论参考和行动指南。上述成果有望给更多快消品企业提供品牌战略制定的依据，享受更多产业微笑曲线红利，创造更多就业、税收及其它社会效益。
英文摘要：	Brands can reach and influence consumers through various media, as they represent quality, value, and even culture. These elements not only determine the market influence of products but also the profit margins of all links in the industrial value chain. Because a brand is the unique competitiveness of a product, it helps the product avoid falling into price wars when facing homogenization. Brand image also largely represents the corporate image, and some brands are more well-known than the enterprises themselves. For example, to ordinary consumers, Oreo cooky are more familiar than Mondelez. It can be seen from this that brand strategy is a key element for enterprise development and product success. In terms of brand strategies, domestic and foreign enterprises have their own strengths and weaknesses. However, foreign enterprises with a history of more than 100 years have relatively more sufficient and consistent development time, as well as richer experience in both domestic and overseas markets. They are also relatively more mature in the theory and practical application of brand strategies, with more cases that can be referenced, learned from, and studied. This paper primarily focuses on the multi-brand strategy. Based on brand positioning theory, brand architecture theory, brand life cycle theory and brand equity tenets, this paper adopts various research methods such as literature review, induction and deduction, comparative analysis, and case analysis, taking Procter & Gamble's fabric care category in the United States as an example to conduct in-depth discussions on brand strategies. By systematically sorting out relevant theories, this paper constructs a theoretical framework for the brand strategy of the fabric care category. Using the literature review method, it extensively collects domestic and foreign research results to provide a solid theoretical support for this study. With the induction and deduction method, it refines universal laws from specific cases to enhance the scientific and universality of the research. Finally, through in-depth analysis of typical cases, it shows the specific practices and effects of Procter & Gamble's fabric care category in terms of brand strategy, providing reference experiences and inspirations for theoretical research and analysis. Through theoretical exploration and empirical analysis, this study presents a highly actionable multi-brand strategic framework—covering market segmentation, brand positioning, resource synergy, and organizational management—and proposes effective responses to market challenges. It provides both theoretical insights and practical guidance for formulating product and brand strategies in the fast-moving consumer goods（FMCG） industry. The findings have broad applicability for FMCG companies, offering a solid foundation for developing brand strategies, capturing greater value from the industrial smile curve, and generating positive socio-economic impacts, including job creation, tax revenue, and sustainable industry development.
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