Abstract:In the future, the war of marketing is the war of brand, in which there is a fierce competition among enterprises. How do second-class enterprises take good advantage of the present limited resource to contend with other enterprises to become the leading enterprises? How do unknown brand become known brand, and even, well-known brand?
As we know, P&G is the most well-known brand in China. However, how does it succeed in becoming such a market giant among tens of thousands of enterprises in China? Undoubtedly, the answer is its outstanding marketing types. This thesis will present the analysis of the secret of brand marketing types of P&G by using case study and draw a conclusion about the enlightenment to Chinese enterprises.
The thesis will be divided into five parts as follows: introduction; brand marketing; P&G the typical example of brand marketing; the enlightenment to the development of Chinese enterprises and conclusion.
Key words：brand marketing； Chinese enterprises； enlightenment
中文摘要:未来的营销是品牌的战争——品牌互争长短的竞争。处于竞争劣势的企业如何整合现有的有限资源与领导品牌抗衡？无名品牌如何在短时间内迅速成长为知名品牌？知名品牌如何成长为领导品牌？
在中国,如果提及最让大众熟悉的跨国企业,相信当宝洁莫属.但是，在中国数以万计的日化企业中,宝洁是如何脱颖而出成为市场巨头呢?答案毫无疑问是其令人叹为观止的高明的品牌营销策略。本文将采用案例分析法，分析宝洁的品牌营销成功之道，并从中总结出对中国企业在品牌营销方面的启示。
本文将分为以下五个部分:引言,品牌营销,宝洁是品牌营销的典范,对中国企业发展的影响以及结论.
关键词：品牌营销; 中国企业; 启示
