宝洁公司的广告策略研究.docx

广西大学行健文理学院 毕业论文 题目：宝洁公司的广告策略研究 学 部： 商学部 专 业： 市场营销 班 级： 2012级1班 学 号： 1238070121 学生姓名： 覃海东 指导教师： 谭 娟 二〇一 五 年 十二 月  摘要 广告已经渐渐成为人们的日常生活不可或缺的一部分，各式各样的广告为企业带来的不仅仅是产品的销售，也给企业带来了问题，面对需求日益增多的消费者，如何制定有效的广告策略来吸引顾客显得更加重要。本文以宝洁公司的品牌与广告传播为主要切入点，首先介绍宝洁的品牌以及产品，分析宝洁的营销环境，了解到宝洁的发展历程。再通过波特五力模型，从进入壁垒、替代品威胁、买方议价能力、卖方议价能力以及现存竞争者之间的竞争这5个方面继续进行行业分析，接着通过详细分析宝洁的产品广告，分析其广告在农村与城市之间不同的效果，总结宝洁的广告策略特点。最后，结合宝洁公司在中国出现过的一些产品问题，给予分析，再结合当前互联网时代的网络广告发展趋势，为宝洁的产品广告提出个人的一些建议。 关键词：宝洁 产品策略 广告策略 广告效果 互联网  Abstract Advertising has gradually become an indispensable part of peoples daily life, every kind of advertising brings for the enterprise is not only the product sales, but also to bring a problem facing the growing demand of consumers, how to develop effective advertising strategies to attract customers becomes more and more important In this article, P Gs brand and advertising communication as the main entry point, first of all, the brand and the product, analysis of P Gs marketing environment, to understand the development of P G. Through the Potter five forces model, between the barriers to entry, threat of substitutes, the bargaining power of the buyer, the seller bargaining power and the existing competitors compete in these 5 aspects to the industry analysis, followed by a detailed analysis of Procter Gamble advertising products, analyze the differences between rural and City advertising effect, summarize the characteristics of the advertising strategy of Procter gamble. Finally, combined with the emergence of P G in China, some of the products, to give analysis, combined with the current Internet era of Internet advertising development trends, for P Gs products, some suggestions for the individual. Keywords: Pr