Research On Brand Development Strategy Of P&g In Chinese Market

The aim of this paper is demonstrate that it is necessary and feasible to take more brand strategy in chinese market for P&G. Meanwhile, the advantages and disadvantages, opportunities and threats that existing in P&G are analysed, also,we have proposed relevant improvement measures.According to this subject, we take the method combined with comparative and quantitative analysis.Firstly, advanced theory of brand strategy management has been researched. We investigate validity of P&G about how to use brand strategy. Some proposals of designing and implementing brand strategy have been proposed.Secondly, this article mainly analyses the development process and competitive environment conditions of P&G. Through more than 170 years of development process, the success of P&G is to understand customers and to meet demands of consumers with exploying new products continuously. Using the method of SWOT analyses the competitive conditions, which indicates that in the aspect of making use of extemal opportunities and avoiding extemal theaten, P&G is in an high level. Opportunities and challenges both exsit. Opportunity is greater than threat. In general, in internal aspect, advantages outweigh disadvantages.Thirdly, this paper mainly researches the design of brand development strategy of P&G in chinese market from different aspects, such as brands development of strategic design principles;brand development strategy and guidelines; strategic periods,positioning and goals; brands development priorities and stages. All of that are to show the importance of the implement of brand strategy in P&G in chinese market.Lastly, the paper proposes the implement methods and countermeasures of brand strategy of P&G in chinese market from four aspects, flexible price strateg, human security strategy, strategy of conflict management for sale channels, general quality management strategy.