1、 寶潔公司（Procter & Gamble），簡稱P&G，是一家美國消費日用品生產商，也是目前全球最大的日用品公司之一。總部位于美國俄亥俄州辛辛那堤，全球員工100,000多人。是財富500強中第十大最受贊譽的公司。P&G (Procter & Gamble), hereinafter referred to as P&G, is a U.S. consumer commodity producers, is currently the worlds largest commodity one of companies. Headquartered i

2、n Ohio, USA. 30 dike, staff more than 100000 people around the world. Is the tenth largest in the fortune 500 most admired companies. 始創于1837年的寶潔公司，是世界最大的日用消費品公司之一。寶潔公司全球雇員10多萬人，在全球80多個國家設有工廠及分公司，所經營的300多個品牌的產品暢銷160多個國家和地區，其中包括織物及家居護理、美發美容、嬰兒及家庭護理、健康護理、食品及飲料等。Was founded in 1837, procter & gambl

3、e company, is one of the worlds largest consumer goods company. Procter & gamble company employees more than 10 ten thousand people worldwide, more than 80 countries around the world with factories and branches, operating more than 300 brands of products sold more than 160 countries and regions,

4、 including fabric and home care, beauty salon, baby and family care, health care, food and beverage, etc. 公司形式：寶潔公司是股份制公司The company form Procter & gamble company is a joint-stock company. 寶潔是全球500強企業，在中國日化行業占據了半壁江山，其營銷和品牌戰略都被寫入了各種教科書，究其成功之處，主要表現在如下方面：多品種戰略從香皂、牙膏、漱口水、，到衛生紙、化妝紙、橫跨了清潔用品、食品、紙制品、藥品等

5、多種行業。憑借充足的運作資金，以日化聯合體的形式來統一策劃和統一運作。The marketing strategyP&g is the worlds top 500 enterprises, daily chemical industry in China accounted for half of its marketing and brand strategy will be written to the various textbooks, investigate its successes, mainly displays in the following aspects: m

6、any kinds of strategy from the soap, toothpaste, mouthwash, and to the toilet paper, facial tissue, across the cleaning supplies, food, paper products, medicine and other industries. With sufficient working capital to date in the form of a joint venture to unified planning and unified operation. 寶潔公

7、司產品定價方法和策略：P&g company product pricing methods and strategies 寶潔公司運用了多種定價的方法和策略：比如：需求導向定價、競爭導向定價、低價滲透策略、組合定價策略、適時調整價格策略等。 Using a variety of pricing methods and strategies of procter & gamble, for example: demand-based pricing, competition oriented pricing, low penetration strategy, pricing

8、strategy, adjust price strategy, etc.銷售渠道銷售渠道 Sales channels分銷渠道分銷渠道 The retail channel 零售渠道零售渠道 The distribution channels 寶潔的品牌宣傳策略品牌宣傳策略重在制造概念，而寶潔的廣告策略就是典型的概念營銷。在寶潔的廣告策略中，這一營銷理念被應用到了極致，每個品牌都賦予了一個獨特的概念。 Branding strategy focuses on manufacturing concept, and the concept of p&gs advertising stra

9、tegy is a typical marketing. In p&gs advertising strategy, the marketing concept is applied to perfection, each brand is endowed with a unique concept. 比如：海飛絲的廣告：海藍色的包裝，首先讓人聯想到尉藍色的大海，帶來清新涼爽的視覺效果，一貫由名人代言的“頭屑去無蹤，秀發更干凈”的廣告語，更進一步在消費者心目中樹立起“海飛絲”去頭屑的信念。 寶潔產品定位于高檔品，寶潔的品牌定位于高檔品品牌。寶潔廣告的品牌定位是明確和一貫的：飄柔關于自信

10、的品牌精神定位，沙宣主導時尚。 Such as: head and shoulders of advertising: the packing of the navy, first of all, reminiscent of the commandant blue sea, bring pure and fresh and cool visual effects, always by the celebrity endorsement scurf going we know not how, the hair is more clean slogan, further in the cons

11、umer mind set up head & shoulders dandruff belief. P&g product positioning in the high-end products, procter & gambles brand positioning in the high-end products. P&g advertising brand positioning is clear and consistent: rejoice about confidence spirit of the brand positioning, vs d

12、ominant fashion. 未來發展趨勢The future development trend二十年來，寶潔向中國的各項公益事業捐款的總額已超過五千四百萬元人民幣，用于教育、衛生及救災等各個方面。例如：寶潔在1996-2005年期間向希望工程累計捐款兩千四百萬元人民幣，在全國27個省、自治區興建了100所希望小學，是在華跨國公司中希望小學數目最多的公司。Twenty years, the total amount of the procter & gamble in all kinds of public welfare donations to China has more

13、than fifty-four million yuan, used in various aspects such as education, health and disaster relief. Procter & gamble, for example, during the period of 1996-2005 to the project hope donation of RMB twenty-four million yuan, in the national 27 provinces, autonomous regions built 100 hope primary

14、 schools, hope primary school in multinational corporations in China is the highest number of the company. 展望未來，寶潔將秉承公司的根本宗旨，成為并被公認為全球最優秀的日用消費品公司。寶潔將以“親近生活，美化生活”為本，努力向中國的消費者提供更多、更好的品牌產品及服務，使他們的生活越來越完美。Looking forward to the future, p&g will uphold the companys fundamental purpose, be and is recognized as the world