宝洁公司的营销创新研究

发布时间：2018-04-13 19:04

本文选题：宝洁 + 营销　；参考：《东北财经大学》2013年硕士论文

【摘要】：随着市场竞争的日益激烈,传统的营销模式已经不能满足企业不断发展的需要,在这样的形式下,企业必须进行营销创新。所谓营销创新就是不断创造,发现和引导客户需求,并将其转化为企业的盈利机会。营销创新的目的在于能更好的识别和划分潜在的目标市场,通过更好的方式为目标市场的客户提供服务。营销创新活动,能让企业更好的针对消费者的需求,通过对企业产品相对于竞争产品的市场定位和目标市场选择,有效的影响并引导消费者的购买决策。作为快速消费品行业的巨头,宝洁公司旗下拥有300多个畅销品牌。宝洁在全球能取得这么大的成功,究其背后的原因,宝洁的营销创新扮演着非常重要和无法替代的作用。因此本文重点分析宝洁的营销创新,希望通过对其成功背后的原因、问题、特点的分析,能给其他企业带来一些借鉴意义。本文总共分为六个部分,结构框架如下：第一部分：绪言。本部分阐述了本文的研究背景、研究意义、研究现状、结构以及研究方法。由于传统的营销活动已经无法满足顾客日益增长的需求变化,营销创新成了全球各企业的一项必要任务。在当今这种市场环境下,若企业不进行营销创新,就很难在市场竞争中保持持久的生命力和活力。宝洁的营销创新不仅给宝洁带来巨大收益,并且对其他企业具有宝贵的借鉴意义。至于本文的研究方法,本文采用案例分析法,列出宝洁典型的营销失败案例和营销创新的成功应用,在对案例进行分析的时候通过“背景分析,问题分析,得出结论(解决方法)”这样的顺序进行写作。第二部分是消费品行业的营销特点分析。想要更好地分析宝洁公司的营销,首先必须要明确宝洁所处的行业和环境特点。因此,弄清楚消费品、快速消费品的定义、快速消费品和快速消费品行业的特点以及快速消费品行业不同阶段所采取的不同营销策略对本文接下来对宝洁营销创新的分析有着重要的意义。第三部分是宝洁的失败案例分析。具体来说,当分析宝洁的失败案例时,重要的是要弄清楚这些失败背后的问题和原因,然后总结出经验教训,宝洁公司正是弄清楚问题出在哪儿,导致问题的真正原因是什么,需要改进的地方在哪儿才有了后来成功的营销创新,才明确自己真正创新的点在哪儿。对于宝洁过去的失败营销,本文列出两个案例,分别为：润妍---宝洁的失败创新和宝洁对农村的忽视所带来的失败。对于润妍,当时的宝洁可谓极度重视,因为宝洁当时的产品背负有“化学产品”的负面形象,宝洁就想靠着润妍这一全新的创新来彻底消除自己的这种负面境况。在当时来说,宝洁对润妍各个方面的打造,从包装到广告可谓都采用了当时市场状况下最高的标准。润妍的广告极力想迎合东方女性的观点,突出“东方美”“自然”“滋养”。然而,事实证明,润妍还是失败了,关键原因在于：a.润妍消费群定位错误。b.润妍的销售不够。C.润妍在大力突出自己黑发效果的时候忽略了该产品最特殊和最重要的特点：中草药的润发、护法功能。对于宝洁的另一个失败案例,对农村的忽视问题,本文也做了相关的分析。在当时,大家耳熟能详的飘柔9.9在二线城市去的了很大的成功以后,宝洁领导人员发现农村的市场其实比城市要大得多,因此宝洁加快脚步进入农村市场是宝洁公司发展的必然。然而,宝洁在走进农村市场的时候发现事实并没与想象中那么成功,农村消费者青睐于价格位于3.5—6.5的蜂花,夏士莲和拉芳在农村卖的也不错,但宝洁公司9.9的飘柔并没不是农村消费者的选择。面对这样的失败,宝洁也做出了分析,分析得出宝洁走进农村的失败原因在于：1.宝洁忽视了农村消费者与城里人的生活习惯对于产品销售的影响。2.宝洁将农村消费者最敏感的问题定位错误。其实,这两个案例的失败可以归结为一点,那就是宝洁公司的定位不够准确,无论是在消费群的定位上,价格的定位上还是广告的定位上。正是经历了这样的失败,宝洁人员总结出真正畅销的产品一定是来源于对消费者真正需求的了解。正是经历了这样的失败,宝洁决定让消费者决定创新,并且意识到宝洁人员只有走出实验室走到消费者家里,观察他们真正的需要,才能生产出真正被需要和有市场的产品。也正是有了这样的失败,才有了宝洁公司现在成功的多品牌战略,赋予同一种产品不同的功能,不同的概念和不同的价位去迎合消费者不同的需求。第四部分是营销创新的理论综述。该部分是宝洁营销创新的基础,并为其提供理论支持。第五部分是宝洁营销创新的成功应用。分析宝洁营销创新的成功应用案例的价值在于明确成功背后的原因及带来这些成功的特别之处,进而从这些成功案例中得出宝洁营销创新对其他企业的借鉴意义。本部分从营销创新的五个方面列出宝洁成功运用的几个经典案例即：绿色营销创新、概念营销创新、产品营销创新、网络营销创新和事件营销创新。绿色营销创新认为,企业在营销活动中要适应可持续发展战略的要求,注重生态环境的保护,促进经济与生态协调发展,以实现企业利益,消费者利益,社会利益及生态环境利益的协调发展。宝洁在绿色营销方面内外兼具,在内部,宝洁的办公室拒绝一次性纸杯,甚至打印机；在产品生产方面,宝洁节约资源,变废为宝,将生产废品卖给有需要的企业进行生产。概念营销创新指企业将市场需求趋势转化为产品项目开发的同时,利用说服与促销,提供近期的消费走向及其相应的产品信息,引起消费者关注与认同,并唤起消费者对新产品期待的一种营销观念或策略。宝洁的概念营销在宝洁的广告中体现的最为明显。例如,宝洁给飘柔定义的概念是优雅顺滑,舒肤佳健康杀菌,帮宝适止尿裤为了孩子的明天等。事件营销则是指通过某件事来达到为产品推广的效果。宝洁在奥运会为运动员母亲报销各种费用,让最伟大的母亲见证自己的孩子最辉煌的巅峰时刻,成功为宝洁的企业形象做了积极正面的推广。宝洁特别的情人节,利用明星效用,在全国掀起轰动,在成功宣传自己产品的同时也大大提升了自身的企业形象。产品营销创新是指创造一种新的产品或者在旧产品的基础上开发出新的功能。宝洁在产品营销方面的创新体现在宝洁走进消费者家中,经过与消费者一起居住,观察记录消费者的生活细节,根据消费者真正需求不断改善现有产品。最后,第六部分,文章指出宝洁的营销创新带来很多价值。第一种价值在于它为宝洁公司本身带来的巨大的利润和快速的发展。第二种价值是从消费者的角度来说的。宝洁所有的营销创新都是以消费者为基础进行的,它为消费者提供了丰富的产品,方便了消费者的生活。因此宝洁的产品迎合了消费者的真正需求。第三种价值在于宝洁营销创新的成功给其它企业尤其是消费品公司带来的借鉴意义。在这样一个竞争激烈,网络渗透到人们生活各个方面,快速发展的科技在给各企业带来帮助也确实带来冲击的时代,宝洁的营销创新确实具有宝贵的借鉴意义,宝洁营销创新的成功告诉大家,创新不仅仅在于科技的创新,还可以来源于其它很多方面,例如概念的创新,事件的创新等。第四个价值在于宝洁创新给整个社会带来的价值。宝洁公司投资希望小学,保护环境这样的公益事业在为自己树立良好的声誉的同时也确实在帮助整个社会一起前进。总而言之,宝洁营销创新所取得的成功不仅对同行业的其它企业具有宝贵的价值而且对其它行业的公司也有很大的借鉴意义。本文重点分析了宝洁坚定的进行营销创新并成功将之付诸于实践的原因及取得的成果,希望能给对营销创新有兴趣的实践者和研究人员提供一些有意义的参考。
[Abstract]:As the market competition becomes more and more intense , the traditional marketing mode can not meet the needs of the continuous development of the enterprise . In such a form , the enterprise must carry out marketing innovation . The purpose of the marketing innovation is to continuously create , discover and guide the customer demand , and transform it into the profit opportunity of the enterprise . The purpose of the marketing innovation lies in the better identification and division of the potential target market . The marketing innovation activity can make the enterprise better address the consumer demand , and effectively influence and guide the purchase decision of the consumer through the market positioning and the target market selection of the enterprise product with respect to the competitive product .

As the giant of the fast consumer goods industry , P & G has more than 300 best - selling brands . P & G can achieve such a great success in the world . The reason behind it is that PG ' s marketing innovation plays a very important and irreplaceable role . Therefore , this paper focuses on the analysis of PG ' s marketing innovation and hopes to bring some reference to other enterprises through the analysis of the causes , problems and characteristics behind its success .

In total , this paper is divided into six parts , the structural framework is as follows :

Part I : Introduction . This part describes the research background , research significance , research situation , structure and research methods of this paper . As the traditional marketing activities cannot meet the increasing demands of customers , marketing innovation becomes a necessary task for global enterprises . In this market environment , it is difficult to maintain lasting vitality and vitality in the market competition .

The second part is the analysis of the marketing features of the consumer goods industry . To analyze the marketing of Procter & amp ; Procter , it is necessary to make clear the characteristics of the industry and environment in Procter & Jie . Therefore , it is of great significance to understand the definition of consumer goods , the definition of fast consumer goods , the characteristics of fast consumer goods and fast consumer goods industry and the different marketing strategies adopted at different stages of the rapid consumer goods industry .

The third part is the analysis of the failure case of P & G . In particular , when analyzing the failure cases of P & G , it is important to understand the problems behind these failures and the reasons , and then summarize the lessons .

In the case of another failure of P & G , the problem of neglect in rural areas is also analyzed . After a great success in the second - line city , P & G leadership has found that the market in rural areas is actually much bigger than the city . However , P & G has not been the choice of rural consumers . However , P & G has not been the choice of rural consumers . However , P & G has ignored the impact of the living habits of rural consumers and urban residents on the sale of products .

In fact , the failure of the two cases can be attributed to the fact that Procter ' s positioning is not accurate , whether in the location of the consumer group , the location of the price or the positioning of the advertisement . It is the failure that PG decided to let the consumer decide to innovate and realize that the P & G personnel only walked out of the laboratory to the consumer ' s home and observed the real need to produce the truly needed and market products .

The fourth part is the theoretical review of marketing innovation . This part is the foundation of PG ' s marketing innovation and provides theoretical support for it .

The fifth part is the successful application of PG ' s marketing innovation . The value of the successful application of P & G marketing innovation lies in the clear reasons behind the success and the special features that bring these successes . From the five aspects of marketing innovation , this part lists some of the classic cases successfully applied by PG : green marketing innovation , concept marketing innovation , product marketing innovation , network marketing innovation and event marketing innovation .

Green marketing innovation believes that enterprises should adapt to the requirements of sustainable development strategy in marketing activities , pay attention to the protection of ecological environment , promote the harmonious development of economy and ecology , so as to realize the coordinated development of the interests of enterprises , consumers ' interests , social benefits and ecological environment .
In the area of product production , P & G saves resources , turns waste into treasure , and sells the production waste to the required enterprises for production .

Concept marketing innovation means that the enterprise transforms the market demand trend into product project development , utilizes the persuasion and promotion , provides the recent consumption trend and corresponding product information , causes the consumer to pay attention to and identify , and arouse the consumer ' s marketing idea or strategy to the new product expectation .

The event marketing refers to the effect of promoting the product through something . P & amp ; G has made a positive and positive promotion of PG ' s corporate image during the Olympic Games for athletes ' mother to reimburse all kinds of expenses , and to make the greatest mother witness his children ' s most brilliant peak . Especially Valentine ' s Day , using the star utility , has launched a sensation in the country , and has promoted its own enterprise image greatly while successfully promoting its products .

Product marketing innovation refers to the creation of a new product or the development of new functions on the basis of old products . P & G ' s innovation in product marketing is reflected in the entry of P & G into the consumer ' s home , living with the consumer , observing the details of the consumer ' s life , and constantly improving the existing products according to the real needs of consumers .

In the sixth part , the article points out that PG ' s marketing innovation brings a lot of value . The first value lies in the great profit and rapid development of P & G itself . The second value lies in the consumer ' s perspective . The third value lies in the value of PG innovation to other enterprises , especially the consumer goods company . The third value lies in the value of PG innovation to the whole society . The fourth value lies in the value of PG innovation to the whole society . The fourth value lies in the value of PG innovation to the whole society .

In conclusion , the success of PG ' s marketing innovation is not only valuable to other enterprises in the same industry but also to the companies in other industries . This paper focuses on the analysis of the reasons and achievements of the firm ' s firm marketing innovation and its success . It is hoped that some meaningful references can be provided to practitioners and researchers interested in marketing innovation .

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.72

【参考文献】