宝洁公司整合营销传播研究

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 摘要：宝洁公司始创于1837 年，是世界上最大的日用消费品公司之一，在全球80多个国家和地区设有工厂或分公司，拥有雇员近十四万人，所经营的300 多个品牌的产品畅销160多个国家和地区。是其有效的整合营销传播策略缔造了宝洁辉煌的经营成果。笔者从宝洁公司的传播策略和营销策略两个方面出发，探讨其成功的原因。宝洁公司的传播策略如下：企业文化，品牌策略，广告策略，市场策略，数字化策略；其营销策略如下：事件营销，知识营销，概念营销，非专柜营销，派送营销。接着笔者通过案例（以海飞丝洗发水为例），谈营销与传播的互动和整合角对企业的积极影响。
 
 关键词：宝洁公司；整合营销传播；品牌
 
RESEARCH ON PROCTER & GAMBLE’S INTEGRATED MARKETING COMMUNICATION
  ABSTRACT:Procter & Gamble was founded in 1837, it is the world's largest consumer products companies, which has factories or branches in more than 80 countries and territories worldwide with nearly 14 million employees. The products what are the management of more than 300 brands sell well in 160 countries and regions. It is the effective integrated marketing communication strategy that to create a P & G's brilliant business results. The author of the study discusses the reasons for P & G's success from its strategy and marketing strategy, Procter & Gamble Company's communication strategy are as follows: corporate culture, brand strategy, advertising strategy, marketing strategy and digital strategy; its marketing strategy as follows: event marketing, knowledge marketing, concepts marketing, non-counter sales and delivery sales. Then the author discusses the integration of marketing and communication on the positive impact angle on the business through a case (Head & Shoulders shampoo as an example).
 
 Key words: Procter & Gamble, Integrated marketing communication

目  录
绪 论 1
一、 整合营销传播概述 1
（一）整合营销传播理论的定义和发展 1
（二）宝洁公司发展历程和现状 2
二、 宝洁公司的整合营销传播策略 2
（一） 传播策略 2
1.企业文化 2
2.品牌策略 3
3.广告策略 3
4.市场策略 5
5.数字化策略——公司网站 6
（二） 营销策略 6
1.事件营销 6
2.知识营销 7
3.概念营销 7
4.非专柜促销 8
5.派送营销 8
三、 案例分析：以海飞丝洗发水为例，谈营销与传播的互动和整合 9
（一）海飞丝品牌在中国的发展历程 9
（二）营销与传播分析 9
1.品质是根基 9
2.独特定位是保障 9
3.广告策略 10
4.公关传播策略 11
（三）营销和传播的互动关系探讨 11
（四）整合营销传播相的作用 12
四、结语 13
致 谢 14

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