宝洁洗护产品营销现状及对策研究——以海飞丝为例

Research on the Marketing Status and Countermeasures of Procter&Gamble's Cleaning Products——Taking Head&Shoulders as an Example

随着现代经济、科技的进步与发展,人们越来越重视自己的生活质量,洗护用品的消费在全部消费中的比例逐步上升。在众多洗护用品中,海飞丝的影响力比较大,营销效果较明显。论文从消费者需求、广告营销角度分析了海飞丝的营销现状,运用SWOT分析法对产品进行整体了解,基于消费者购买影响因素、4P策略等研究了产品的营销对策,并在此基础上对海飞丝的发展趋势进行了总结和展望。

With the progress and development of modern economy and science and technology,people pay more and more attention to their quality of life,and the proportion of the consumption of cleaning products in the total consumption is gradually increasing.In many cleaning products,Head&Shoulders has a great influence and obvious marketing effect.This paper analyzes the marketing status of Head&Shoulders from the perspective of consumer demand and advertising marketing,uses SWOT analysis method to understand the products as a whole,studies the marketing countermeasures of the products based on the influencing factors of consumer purchase and 4P strategy,and on this basis summarizes and prospects the development trend of Head&Shoulders.