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在竞争激烈的中国日化行业,保洁公司一直占据行业霸主的地位。它是中国最大的日用消费品公司,它旗下的飘柔、海飞丝、佳洁士等产品都处在市场的领先地位。宝洁已经成为行业内企业竞相学习和模仿的对象。但是宝洁是怎么赢得呢?到底这个跨国企业,如何通过广告,来征服我们所有的中国人,而让宝洁荣登日用化学品行业的榜首呢?非常关键的一个原因就是宝洁的广告很成功。文章从宝洁广告的不同方面分析了其广告成功的原因,并归结为很重要的一点,就是抓住了消费者的心理。
In the highly competitive China daily chemical industry, cleaning company has occupied the dominant position in the industry. It is China’s largest consumer products company, its Rejoice, Head & Shoulders, Crest and other products are in a leading position in the market. Procter & Gamble has become the object of competitive learning and imitation in the industry. But how did Procter & Gamble win it? In the end how did this multinational, through advertising, conquer all of us in China, leaving P & G to the top of the daily chemical industry? One of the key reasons was that Procter & Gamble’s ads were a success. The article analyzes the reasons for the success of advertisements from different aspects of Procter & Gamble’s ads and at the very important point is to seize the consumers’ psychology.