市场营销方案用英文介绍

『壹』 某某品牌的市场营销策划方案用英文怎么说

翻译结果
某某品牌的市场营销策划方案用英文怎么说
so-and-so
brand
marketing
planning
scheme
of
how
to
say
it
in
english

『贰』 市场营销怎么翻译成英语

市场营销的英文翻译是marketing management，作为名词或课程使用，具体分析如下：

marketing management

英 [ˈmɑ:kɪtɪŋ ˈmænidʒmənt] 美 [ˈmɑrkɪtɪŋ ˈmænɪdʒmənt]

销售管理;市场营销

相关短语：

1、Marketing OPerations Management市场运作与管理

2、Wine Marketing &Management红酒市场营销及管理

3、MSc Marketing and Management市场与管理

4、Services Marketing & Management服务营销与管理

(2)市场营销方案用英文介绍扩展阅读

相关例句：

1、MarketingManagement,FinanceManagement,OperationManagement, EngineeringEconomy,RiskManagement.

市场营销，财务管理，运营管理，工程经济，风险管理。

2、.

营销管理流程制度健全程度。

3、 .

基于中间件技术构建电力营销管理系统的应用研究。

4、,consumptioncongestionhas drawn .

消费集成作为一种新的营销管理模式，引起了商家越来越多的关注。

5、.

供电系统电力营销的数字化管理模式研究。

6、 Workflow.

基于工作流的电力营销管理信息系统的研究。

『叁』 请问“市场营销”的英文解释

“市场营销”是从marketing这个英文词翻译过来的。这个英文词有两种中文译法：一种把它作为一种经济活动，翻译为“市场营销”；二是把它作为一种学科的名称，翻译为“市场学”或“市场营销学”。

『肆』 一些市场营销名词的英文解释 marketing mix:advertising+personal saving+sell promotion+publicity

MARKETINGMIX(营销组合）＝PRODUCT(产品策略）＋PRICE（价格策略）＋PLACE(销售渠道策略）＋PROMOTION(营销推广策略）．

MARKETINGPLANNING:营销计划

MARKETINGSHARE:市场占有率

『伍』 求市场营销战略（marketing strategy） 的英文定义

The so-called marketing strategy (Marketing Strategy) is the enterprise to identify, analyze and select marketing opportunities in order to achieve the corporate mission and objectives of the management process, that is, how companies with the best marketing opportunities through the adaptation process

『陆』 谁能帮我用英语简捷的介绍一下什么是市场营销

定义

市场营销作为一种计划及执行活动，其过程包括对一个产品，一项服务、或一种思想的开发制作、定价、促销和流通等活动，其目的是经由交换及交易的过程达到满足组织或个人的需求目标。

市场营销是指在以顾客需求为中心的思想指导下，企业所进行的有关产品生产、流通和售后服务等与市场有关的一系列经营活动。

有些学者从宏观角度对市场营销下定义。例如,E.J.Mccarthy

『柒』 本人急需一篇（关于市场营销的英文文章），三千字英文，有中文的翻译．

市场营销（Marketing）又称为 市场学、市场行销或行销学。简称“营销”，台湾常称作“行销”，是指个人或集体通过交易其创造的产品或价值以获得所需之物实现双赢或多赢的过程。

权威定义
美国市场营销协会下的定义是：

行销是创造、沟通与传送价值给顾客，及经营顾客关系以便让组织与其利益关系人受益的一种组织功能与程序

菲利普·科特勒下的定义强调了营销的价值导向：

市场营销是个人和集体通过创造，提供出售，并同别人交换和价值，以获得其所需所欲之物的一种社会和管理过程。

而格隆罗斯给的定义强调了营销的目的：

营销是在一种利益之上下，通过相互交换和承诺，建立、维持、巩固与消费者及其他参与者的关系，实现各方的目的)。

[编辑] 新式定义
台湾的江亘松在＜你的行销行不行＞中强调行销的变动性，利用行销的英文 Marketing 作了下面的定义

「什麼是行销？」就字面上来说，「行销」的英文是「Marketing」，若把 Marketing 这个字拆成 Market（市场）与 ing（英文的现在进行式表示方法）这两个部分，那行销可以用「市场的现在进行式」来表达产品、价格、促销、通路的变动性导致供需双方的微妙关系。

＜你的行销行不行＞ISBN: 978-986-82609-5-5，理财文化, 2007.08 出版

[编辑] 市场营销理论发展的四个阶段
初创阶段(1900年—1920年)
功能研究阶段(1921年—1945年)
现代市场营销学形成和发展阶段(1945年—1980年)
营销扩展阶段(1980年以后)

[编辑] 市场与需求
市场营销学中的市场可以等同于需求，即研究消费者的现实需求和潜在需求。

美国市场营销协会(AMA)的定义委员会1960年对市场提出以下的定义：

“ 市场是指一种货物或劳务的潜在购买者的集合需求。 ”

菲利普·科特勒把市场定义为

“ 市场是指某种产品的所有实际的和潜在的购买者的集合。 ”

[编辑] 市场的类型
市场从不同角度，可以划分为不同的类型。其中按商品的基本属性可划分为一般商品市场和特殊商品市场。一般商品市场指狭义的商品市场，即货物市场，包括消费品市场和工业品市场；特殊商品市场指为满足消费者的资金需要和服务需要而形成的市场，包括资本市场，劳动力市场和技术信息市场。对以上两种市场作分析时一般要研究消费者市场，产业市场和政府市场。

市场营销环境分析常用的方法为SWOT分析方法，它是英文Strength(优势)、Weakness(劣势)、Opportunity(机会)、Threaten(威胁)的意思。从内部环境分析优劣势，从外部环境分析机会与威胁。

[编辑] 市场营销策略
营销组合的四个因素常称作4P，即：

产品（Proct)
价格 (Price)
推广 (Promotion)
通路与配销 (Place&Distribution)
这四个因素应用到营销过程中，就形成了四方面的营销策略。加上政治POLITICS和公共关系PUBLIC，是为6P。

1981年布姆斯（Booms）和比特纳（Bitner）建议在传统市场营销理论4Ps的基础上增加三个“服务性的P”，即：人员(People)、流程(Process)、环境(或是或实体环境；Physical evidence)。

根据与市场竞争对手对抗的需要而制定富有竞争力的产品、价格、渠道和促销政策。这一时期诞生了著名的4P理论。当时还是大众媒体盛行的时代，依靠大众媒体促进销售，无差异化策略成为这一阶段的明显特征。

[编辑] 产品
产品策略主要研究新产品开发，产品生命周期，品牌策略等，是价格策略，促销策略和分销策略的基础。

[编辑] 价格
价格策略又称定价策略，主要研究产品的定价、调价等[[市场营销工具]

[编辑] 推广
推广是将组织与产品讯息传播给目标市场的活动，它主要的焦点在於沟通。透过推广，企业试图让消费者知晓、了解、喜爱或购买产品，进而影响产品的知名度、形象、销售量，乃至於企业的生长与生存。有了推广，消费者才可得知产品提供何种利益、价格多少、可以到什麼地方购买及如何购买等，而这些消费者反应会进一步协助推动其他行销组合(产品、价格、通路)。

[编辑] 通路
又称渠道策略，也称为促销。它代表企业（机构）在将自身产品送抵最终消费者之前，所制定的与各类分销商之间的贸易关系、成本分摊和利益分配方式的综合体系。这里的分销商既包含批发商，也包含零售商，甚至包含物流配送商和直销公司的直销人员。

企业制定分销政策的目的是：让产品更顺畅地到达顾客手中，既要保证分销成本低廉，又要保证顾客对送货期、送货量、装配服务、疑难咨询等方面的要求。

在产品日益丰富的情况下，分销政策可能变得越来越难制定，因为相对于产品和品牌的过量，分销商则显得稀少，因而后者拥有了大量讨价还价的权力，力图从制造商或上游企业那里获得更大的利益分成比例。

零售商在最近10年的表现尤其令人瞩目，它们不仅从事零售，也开始插手于产品的上游生产过程，并以自己的店铺名称或独创名称作为自己所产新品的品牌——即自有品牌（private brand/label），或叫店铺品牌（store brand/label）。这更深地威胁到了纯粹的制造企业的利润空间，当然也大大增加了后者制定分销策略的难度。

[编辑] 人员（People)
所有的人都直接或间接地被卷入某种服务的消费过程中，这是7P营销组合很重要的一个观点。知识工作者、白领雇员、管理人员以及部分消费者将额外的价值增加到了既有的社会总产品或服务的供给中，这部分价值往往非常显著。

[编辑] 流程（Process）
服务通过一定的程序、机制以及活动得以实现的过程（亦即消费者管理流程），是市场营销战略的一个关键要素。

[编辑] 环境（Physical Evidence）
包括服务供给得以顺利传送的服务环境，有形商品承载和表达服务的能力，当前消费者的无形消费体验，以及向潜在顾客传递消费满足感的能力。

[编辑] 4C
包括：

顾客（Customer）
成本（Cost）
沟通（Communication）
便利（convenience)。
加上机会Chance，市场变化Change为6C。

不销售制造的产品，而要将满足消费者需求的产品售出；不要依竞争者或者自我的盈利策略定价，而是要通过一系列测试手段了解消费者为满足需求愿付出的成本；不要以自身为出发点，想着网点怎么布置，采用什么样的通路策略，而要关注消费者购买产品的便利性；不是想着如何通过媒体传播来提升销量，而要和消费者互动沟通。

[编辑] 营销种类

[编辑] 整合营销
整合营销传播（Integrated Marketing Communications ）

[编辑] 数据库营销（DATABASE MARKETING）

[编辑] 网络营销（Internet Marketing）
网络营销是企业整体营销战略的一个组成部分，是为实现企业总体经营目标所进行的，以互联网为基本手段营造网上经营环境的各种活动。

网络营销的职能包括网站推广、网络品牌、信息发布、在线调研、顾客关系、顾客服务、销售渠道、销售促进八个方面。

Viral Marketing

[编辑] 标竿行销（Bench Marketing）
由江亘松在＜你的行销行不行＞提出

以某个市场上已经存在的竞争者为比较基准的行销方式，例如普腾这家公司於十几年前提出一句很经典的「Sorry，Sony」到现在还是经常被产业与学术界拿来当作行销的案例，近年来Audi一直宣称他们的部分车种在欧洲市场无论在性能或销售上都令双B感觉到威胁，这样的行销方法就是希望让那些原本没有打算买Audi的亚洲买家去思考，为什麼欧洲的消费者愿意买的车在亚洲的我们却没有给予适当的评价。

当然要提出这样的行销方式势必要先对自己的产品有一定的信心，否则如果「如花」喊出「Sorry林志玲」认同的观众应该不会太多吧。

Viral Marketing

[编辑] 直效营销（DIRECT MARKETING）
根据kotler．keller行销管理学第12版中译本

直效行销（direct marketing）是在没有中间行销商的情况下，利用消费者直接（consumer direct,CD）通路来接触及传送货品和服务给客户。主要通路包括直接信函、型录、电话推销，电视购物、小的售票亭、网路和汽车广告。

直效行销是互动是行销系统，利用一种或多种媒体影响任何地区可衡量的回应或交易。特别是在电子行销中正快速成长。

[编辑] 关系营销（RELATIONSHIP MARKETING）
在很多情况下，公司并不能寻求即时的交易，所以他们会与长期供应商建立顾客关系。
公司想要展现给顾客的是卓越的服务能力，现在的顾客多是大型且全球性的。他们偏好可以提供不同地区配套产品
或服务的供应商，且可以快速解决各地的问题。
当顾客关系管理计画被执行时，组织就必须同时注重顾客和产品管理。同时，公司必须明白，虽然关系行销很重要，
但并不是在任何情况下都会有效的。因此，公司必须评估哪一个部门与哪一种特定的顾客采用关系行销最有利。

[编辑] 燎原式行销
由江亘松在＜你的行销行不行＞提出「燎原式行销」的重点在於，以自己强大的财力为基础，先采取竞争对手无法跟随并获利的低价策略，逼迫市场竞争者纷纷退出并且树立警告指标不让其他潜在业者轻易越矩，这样在下一个不怕死的竞争者出现之前，就可以创造一个无竞争者的独占市场。

[编辑] 绿色营销

[编辑] 社会营销

[编辑] 营销社团

[编辑] 市场调研
市场调研又称营销调研，指企业在市场营销决策过程中，需要系统客观收集和分析有关营销活动的信息所做的研究。营销调研活动涉及到产品，广告，促销渠道选择，竞争者等诸多方面。

[编辑] 营销理论的新发展
病毒式营销
关系营销
数据库营销
网络营销
国际营销
绿色营销
服务营销
过程营销
收益管理
Marketing is an ongoing process of planning and executing the marketing mix (Proct, Price, Place, Promotion) for procts, services or ideas to create exchange between indivials and organizations.

Marketing tends to be seen as a creative instry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research.

Essentially, marketing is the process of creating or directing an organization to be successful in selling a proct or service that people not only desire, but are willing to buy.

Therefore good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through procts or services.

Its specialist areas include:

advertising and branding
communications
database marketing
direct marketing
event organization
field marketing
global marketing
international marketing
internet marketing
instrial marketing
market research
public relations
retailing
search engine marketing
marketing strategy
marketing plan
strategic management
Experiential marketing
Introction
A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the proct or service. Marketing theory and practice is justified in the belief that customers use a proct or service because they have a need, or because it provides a perceived benefit.

Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the proct/service continuously to protect the business from competitive encroachments.

For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory.

Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.

The American Marketing Association (AMA) states, "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.".[1]

Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.

[edit] Concept of Marketing
Marketing is an instructive business domain that serves to inform and ecate target markets about the value and competitive advantage of a company and its procts. “Value” is worth derived by the customer from owning and using the proct. “Competitive Advantage” is a depiction that the company or its procts are each doing something better than their competition in a way that could benefit the customer.

Marketing is focused on the task of conveying pertinent company and proct related information to specific customers, and there are a multitude of decisions (strategies) to be made within the marketing domain regarding what information to deliver, how much information to deliver, to whom to deliver, how to deliver, when to deliver, and where to deliver. Once the decisions are made, there are numerous ways (tactics) and processes that could be employed in support of the selected strategies.

The goal of marketing is to build and maintain a preference for a company and its procts within the target markets. The goal of any business is to build mutually profitable and sustainable relationships with its customers. While all business domains are responsible for accomplishing this goal, the marketing domain bears a significant share of the responsibility.

Within the larger scope of its definition, marketing is performed through the actions of three coordinated disciplines named: “Proct Marketing”, “Corporate Marketing”, and “Marketing Communications”. [1]

[edit] Two levels of marketing
Strategic marketing attempts to determine how an organization competes against its competitors in a market place. In particular, it aims at generating a competitive advantage relative to its competitors.

Operational marketing executes marketing functions to attract and keep customers and to maximize the value derived for them, as well as to satisfy the customer with prompt services and meeting the customer expectations. Operational Marketing includes the determination of the porter's five forces

Four Ps
In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a “Marketing Mix”. Professor E. Jerome McCarthy, also at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: proct, price, place and promotion.

In popular usage, "marketing" is the promotion of procts, especially advertising and branding. However, in professional usage the term has a wider meaning which recognizes that marketing is customer-centered. Procts are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. E. Jerome McCarthy divided marketing into four general sets of activities. His typology has become so universally recognized that his four activity sets, the Four Ps, have passed into the language.

The four Ps are:

Proct: The proct aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a proct generally includes supporting elements such as warranties, guarantees, and support.
Pricing: This refers to the process of setting a price for a proct, including discounts. The price need not be monetary - it can simply be what is exchanged for the proct or services, e.g. time, energy, psychology or attention.
Promotion: This includes advertising, sales promotion, publicity, and personal selling, branding and refers to the various methods of promoting the proct, brand, or company.
Placement (or distribution): refers to how the proct gets to the customer; for example, point of sale placement or retailing. This fourth P has also sometimes been called Place, referring to the channel by which a proct or services is sold (e.g. online vs. retail), which geographic region or instry, to which segment (young alts, families, business people), etc.

字数超限

『捌』 请用英语简单介绍下什么是市场营销

what is marketing? In short, marketing is any activity that allows your customer to find out who you are and what you do. Is advertising marketing? Yes. Is sales marketing? Yup. Is your service department involved in marketing? You better believe it. Does your janitorial staff market for you? Absolutely. Whoa, now wait a minute. How is that? How does your janitorial staff market for you? Well, the staff at Disney World is the best example. You can ask anyone – a maintenance worker, a bus driver, anyone – a question, and they either know the answer or they'll find out for you

『玖』 市场营销策划案例的英文怎么说啊

市场营销在外企中统称：Marketing;策划，企划,计划都叫：Plan;案例：Case
Markwting (business) Plan Case
本人在外企

『拾』 求 介绍日用品市场营销策略的英文资料

、网址：http://www.lotsofessays.com/viewpaper/1694994.html 一篇英文文章

Procter & Gamble Marketing Strategy
This is an excerpt from the paper...

For many years, consumers who wanted whiter teeth had to use weak over-the-counter polish procts, or go to the dentist for bleaching. The over-the-counter procts were generally not able to proce dramatic results, as dentist offices could, but the in-office procere was expensive and inconvenient. In addition, many consumers associate dental visits with unpleasant experiences and are not eager to visit the dentist for more than just a regular check-up and cleaning. Recently, advances in whitening technology have made it possible for consumers to whiten their own teeth at home. Procter & Gamble, one of the largest consumer procts companies in the world, undertook market research before launching its own proct in this category, and used the research to make decisions about the marketing mix as well as its marketing strategy and tactics. This research considers the effect of the marketing research on the launch of Crest Whitestrips.
Procter & Gamble used market research to determine whether there was a need for a whitening proct for in-home use, what type of proct would be appropriate, and whether that proct would fit with Procter & Gamble's overall marketing strategy. Initial research confirmed that there was, indeed, an unmet need in the market. Research also revealed that consumers would accept a proct that required up to 30 minutes of use, and that women were considerably more interested in the proct than men. I

. . .
so indicated that the proct would do better under the Crest brand. This is a significant shift, in that Crest denotes hygiene and tooth care while Cover Girl would indicate cosmetics and would definitely limit the number of male consumers who would purchase--and possibly use, if purchased by someone else--the whitening proct. Market research thus helped the company determine its market strategy by shaping the brand name and the proct identification (dental hygiene rather than mere cosmetics) that the proct would carry. Knowing that women would be the primary target market for the proct also shaped the tactics that Procter & Gamble used in its promotional strategy. Celebrity endorsements can be effective, but using the right celebrity is critical to that effectiveness. By using Rosie O'Donnell to endorse the proct, and by placing the proct on her show, Procter & Gamble was able to reach the target demographic that research showed would be critical to the proct's success. Subsequent research has shown that consumers have approached their dentists regarding other cosmetic dental proceres; this helps maintain the relationship between Procter & Gamble and dentists. Perhaps the strongest support for the research
. . .

Some common words found in the essay are:
Procter Gamble, Procter Gamble's, INSIGHT Researchers, Cover Girl, Gamble's Crest, , P&G Whitestrips, COMMUNICATION Eschewing, Rosie O'Donnell, CHALLENGE Ah, procter gamble, market research, marketing research, whitening proct, successful proct launch, successful proct, proct launch, research determined, split women, research 2003, crest whitestrips, research-driven success acci-dental, superior whitening vs, whitestrips successful proct, business company resource,
Approximate Word count = 1635
Approximate Pages = 7 (250 words per page)

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2、网址：http://lw.3e.net/scyx/lw_121014.html 一篇中文的文章

宝洁营销策略论
作者：未知 来源：互联网 更新：2009-2-24 阅读：152 栏目：市场营销论文
宝洁营销策略论
[摘要] 本文主要分析宝洁公司在中国所经营的成功营销经验包括广告和多品牌经典营销策略;始终秉承“顾客至上”的经营理念,做顾客真正需要的产品;塑造了完美的企业形象。提出了产品与广告的完美组合是使宝洁取胜市场的关键。
[关键词] 宝洁公司 营销策略 产品 广告
1988年,宝洁公司在广州成立了中国第一家合资企业——广州宝洁有限公司,随后陆续在北京、成都、天津等地设立十几家合资、独资企业。奉行“亲近生活,美化生活”的企业宗旨。在2001年~2007年,宝洁的销售收入几乎翻了一番。全球的净销售额上升12%,达到760亿美元。国家有关部门的数据显示:海飞丝、飘柔、潘婷、沙宣四种洗发水占洗发水市场份额60%以上,汰渍、碧浪两种品牌洗衣粉占洗衣粉市场份额的33%,舒肤佳香皂占香皂市场份额的41%,护舒宝卫生巾占卫生巾市场的36%。
那么,宝洁能在中国取得如此大的成功,凭借的又是什么方法呢?
产品+广告=企业宣传必胜秘笈
一、深入调查顾客需求,做顾客需要的产品
宝洁公司把研究消费者需求和消费趋势作为一项最重要的基础性工作来做。宝洁进入中国后,在北京成立了一个大型的技术研究中心,专门研究更适合中国人用的产品。宝洁在中国推出的第一个产品是“海飞丝”。当时,经过对中国市场的详细调查,发现了许多中国人都有不同程度的头屑,而国内生产洗发水的厂家又没有这方面的技术,经过一年多的时间,“海飞丝”成为国内去头屑洗发水的代表。
二、利用广告作为打开并占有市场的有效武器
广告与大规模市场营销策略密切相关,是市场推广的利器。它是通过一定媒体向用户推销产品或服务以达到增加了解和信任以至扩大销售目的的一种促销形式。
1.多品牌经营,广告抢商机
宝洁作为目前世界上最具竞争力的日用品公司,进攻市场最常用的“武器”就是广告。由于公司采用了多品牌战略,各品牌又各占一席地位,分别制作各自的广告,增加了广告的覆盖率。
2.大手笔投资,力压竞争者
据权威的市场调查公司统计,宝洁公司自2004年后,广告投入呈“爆炸式”增长,借助其强大的规模攻势抢占国内日化市场。过去中国广告投放前十名中多半为国产品牌,而2004年宝洁公司独占四席:玉兰油第一位、飘柔第三位、佳洁士第四位、海飞丝第八位。2005年央视黄金段位广告招标会上,宝洁更以3.85亿元人民币成为新一届标王。
宝洁采用无间断广告策略和“波形递加式投放法”,消费者几乎每隔一段时间就要采购一次日用洗洁品。反复广告会引起消费者尝试购买的欲望,加之递加式的投放也有助于强化消费者对产品的认知和认同感,逐渐使消费者成为其固定消费群。
3.巧选代言人,抓时尚潮流
现在海飞丝的广告代言人一直是香港着名影帝梁朝伟,他在香港和内地都是大家普遍认可的最具魅力男艺人,享有很高的声誉;潘婷洗发水最近选择了台湾被誉为“美容大王”的大S徐熙媛作代言人,她拥有一头乌黑美丽令人羡慕的长发,从而增加广告可信度;2006年,佳洁士启用人气天后李宇春代言。宝洁讨巧地选择广为大众接受的人气王,使得产品更容易被受众所认可。
4.探顾客心理,使广告深入人心
宝洁的广告最常用的两个典型公式是“专家法”与“比较法”。“专家法”是用专家来进行具有说服力的宣传:首先宝洁会指出你面临的一个问题来吸引你的注意;接着便有一个权威的专家来告诉你,宝洁就是解决方案,最后你听从专家的建议,你的问题就得到了解决;“比较法”是宝洁将自己的产品与竞争者的产品相比,通过电视画面的“效果图”,你能很清楚地看出宝洁产品的优越性。汰渍洗衣粉的广告就是“比较法”最具代表性的一个。
5.公益事业作为第二广告宣传手段
宝洁非常善于策划事件来驱动消费者的品牌偏好。如“护舒宝护士”活动;举行“飘柔之星”活动;以及策划碧浪洗净全球最大衣衫等事件。宝洁为社会也做出了很大贡献:1991年向华东特大洪涝灾区捐款100万元。1998年宝洁公司董事长访华,向清华大学捐款1070万元人民币,引进目前世界上最先进的实验仪器。同时向教育部捐款700万元人民币,用于支持中、小学青春期健康教育。此外,宝洁公司还向野生动物保护基金会捐款150万元人民币,以保护国宝大熊猫。现在,以宝洁出资资助的公关活动项目已深入到中国社会的许多重要团体。
技术创新是企业生存和发展的不竭动力,是企业的生命线。宝洁以顾客至上的理念,研制出了贴近顾客群体、符合顾客需求的产品,使其在竞争中更具生命力,这是商场中取胜的首要条件。
品牌是一个企业形象、信誉和文化的综合和浓缩。良好的品牌设计和生动形象的品牌宣传是企业取胜的重要条件。通过强势的广告宣传,宝洁成功地塑造了良好的品牌形象,使出自宝洁的产品让人信赖。产品与广告的完美组合,使宝洁走在世界的最前端。
参考文献:
[1]汪继峰:《宝洁:品牌的文化底蕴.中外企业文化,2001
[2]葛峙中:《宝洁公司的成功经验及启示.企业报,2001
[3]名企广告策略:宝洁公司的广告策略.中外企业家,2007

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