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论文编号：	7345
作者编号：	2120132536
上传时间：	2015/6/6 18:23:24
中文题目：	宝洁公司多品牌策略及其在快速消费品领域的应用研究
英文题目：	Multi-brand strategy of P&G and study on the application in the field of fast moving consumer goods
指导老师：	韩德昌
中文关键字：	宝洁公司;快速消费品;品牌营销;多品牌策略
英文关键字：	P&G;Fast moving consumer goods;brand strategy;multi brand
中文摘要：	随着社会的快速发展，在二十世纪的六七十年代，全球的知名企业已经开始感觉到产品经营的吃力和困难，市场更加注重品牌的内涵和魅力。品牌经营成为了之后企业所共同努力的方向。在进入品牌经营阶段之后，顾客对产品、厂家以及服务的认知开始逐渐的依赖于品牌所散发出来的实力，品牌也成为了企业占据市场的重要的手段。它已经在企业的发展变化当中逐渐的成为了重要的竞争力量和无形资产。进入新世纪之后，品牌战略开始被各个国家和各大企业所重视，而且在市场的竞争中被无限次的使用。特别是在个性凸显方面和市场细分方面，采用多品牌战略成为了不可逆转的趋势。对于企业来说进行多品牌战略经营成为了战略防御的关键，也成为了其开展市场竞争的工具。快速消费品领域因其进入障碍低、投资回报率高，成为了各大企业所争先竞逐的行业。快速消费品领域中的领军企业宝洁公司就是通过有效的多品牌战略，一步一步的提升市场的占有率，从而占据了市场的有利地位。从其成功的背后，我们能够窥探出多品牌经营策略自身拥有的魅力。多品牌经营策略在国际社会当中，被很多大型跨国公司所采用，但是就目前国内在多品牌经营策略上的运用和管理方面依然存在着诸多的问题，这就给当前国内企业带来了一系列的问题。特别是在今天品牌竞争激烈的环境之下，如果不能够合理利用多品牌经营策略，则将面临着巨大的经营损失。当前国内在多品牌策略研究方面不管是理论，还是实践上都存在着很多的不足，所以需要学习和借鉴优秀的跨国企业。本文通过对宝洁公司在中国实行多品牌策略营销的现状研究，找出宝洁公司多品牌策略在中国的成功与失败之处，对宝洁公司的多品牌策略提出改进思考，提炼在快速消费品领域适用于多品牌策略的企业模型。同时借鉴宝洁公司的经验，提出多品牌策略对于中国快速消费品企业的应用启示，从而为现代企业开展多品牌策略提供重要的参考和借鉴。
英文摘要：	With the rapid development of society, in twentieth Century sixty or seventy years, the world well-known enterprises have begun to feel the product management difficult and difficult, the market should pay more attention to the connotation and charm of the brand. Brand management has become the common direction of enterprise. After entering the stage of brand management, customer service, product manufacturers and cognitive gradually began to rely on brand comes out of the strength, the brand has become an important means for enterprises to occupy the market. It has been in the development of enterprises gradually become an important competitive strength and intangible assets. After entering the new century, the brand strategy has been paid great attention in each country and each big enterprise, and the competition in the market is unlimited. Especially prominent and market segmentation in terms of personality, the multi brand strategy has become an irreversible trend. For enterprises to carry out multi brand strategy management has become the key strategic defense, has become the tool in the market competition. Fast moving consumer goods industry because of its low barriers to entry, the high rate of return on investment, has become the enterprise to compete in the industry. Procter & Gamble Company leader in the field of fast moving consumer goods is through effective brand strategy, share a step by step to enhance the market, to occupy a favorable position in the market. From behind its success, we can pry out multi brand strategy has its own charm. Multi brand strategy in the international society, many large Multi-National Corporation are used, but the current domestic use and management in a multi brand strategy of still exist many problems, this will give the domestic enterprise to bring a series of problems. Especially under this brand competitive environment, if not reasonable use of multi brand strategy, will face a huge loss of business. The current domestic research on the multi brand strategy no matter in theory or practice, there are many deficiencies, so we need to learn from outstanding transnational enterprises. Based on the research status of Procter & Gamble the implementation of multi brand strategy marketing in Chinese find Procter & Gamble, multi brand strategy in the Chinese successes and failures, the Procter & Gamble's multi brand strategy to improve the business model of thinking, refined in the fast moving consumer goods suitable for multi brand strategy. At the same time from Procter & Gamble's experience, put forward multi brand strategy for the application of enlightenment Chinese FMCG enterprises, so as to provide an important reference and reference for the modern enterprises to carry out multi brand strategy.Based on the research status of Procter & Gamble the implementation of multi brand strategy marketing in Chinese find Procter & Gamble, multi brand strategy in the Chinese successes and failures, the Procter & Gamble's multi brand strategy to improve the business model of thinking, refined in the fast moving consumer goods suitable for multi brand strategy. At the same time from Procter & Gamble's experience, put forward multi brand strategy for the application of enlightenment Chinese FMCG enterprises, so as to provide an important reference and reference for the modern enterprises to carry out multi brand strategy.
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