2018年是宝洁品牌创立的第180个年头，进入中国市场的第30个年头，宝洁旗下各个品牌的产品建立了绵密的销售网络，甚至已经广泛渗入内地四线、五线城市的超市便利店，但反映在业绩数据上却是增长停滞、品牌老化，尤其是过去三年（2016年、2017年、2018年），新媒体和社交网络的兴起冲击了宝洁的营销体系，公司业绩几乎倒退到了2006年的水平。论文重点研究了宝洁公司应对品牌转型升级过程中的各种问题和经验教训，特别关注两个命题：消费品牌如何契合新媒体传播的节奏？KOL何以成为社交营销中的核心资产？论文主要基于两个研究策略：一是查阅文献资料，剖析宝洁公司传统的品牌逻辑、媒介策略的形成过程，以及对当下营销操作造成的实际影响；二是从宝洁公司近几年品牌营销实战中的成败得失，发掘新媒体和社交营销当中真正的核心元素。研究发现，新媒体技术不断进化，各种新媒体形式分化了用户流量，但始终不变的，是广告的“内容化”趋势，和KOL在社交营销中的核心地位。信息的碎片化、粉尘化已经使用户注意力高度分散，导致影响人们购买决定的因素更加多元，社会的小众化、圈层化正在重构商业格局。这一切的改变促使各个消费品牌寻求“有温度的精准营销”，与消费者不断走近并在观念、情绪、思想上产生共振。根据相关研究发现，作者建议消费品牌尽快踩准新媒体时代的传播节奏，建立以KOL为中心的“精准营销”，深度发掘社交媒体上的新闻热点、话题风向，以近距离服务的方式与用户拉近关系，全面构建新的媒介策略组合。
Research on brand marketing in new media environment: A case study of Procter & GambleAbstract:2018 is the 180th year of P&G brand establishment and the 30th year of entering the Chinese market.Procter & Gamble's products of various brands have established a close sales network,even infiltrated into supermarkets and convenience stores in the four-and five-tier cities of the mainland extensively.But reflected in the performance data is stagnant growth, brand aging.Especially in the past three years (2016, 2017, 2018),the rise of new media and social networks has impacted P&G's marketing system.The company's performance has almost fallen back to 2006 levels.This paper focuses on the problems and lessons of P&G in the process of brand transformation and upgrading,pay special attention to two propositions:how consumer brands meet the rhythm of new media communication?Why does KOLs become a core asset in social marketing?The paper is mainly based on two research strategies:firstly, by consulting the literature, we analyze the formation process of P&G's traditional brand logic and media strategy, as well as the actual impact on the current marketing operation.The second is to discover the real core elements of new media and social marketing from the pros and cons of P&G's brand marketing in recent years.The research finds that new media technology is evolving, and various forms of new media have differentiated user traffic, but they remain unchanged, which is the trend of "content" in advertising and the core position of KOL in social marketing.The fragmentation and dusting of information have made users'attention highly dispersed, resulting in more diverse factors affecting people's purchase decisions.The business pattern is being reconstructed by the small-scale and stratified society.All these changes have prompted consumer brands to seek "precise marketing with temperature", and to keep approaching consumers and produce resonance in ideas, emotions and ideas.According to the relevant research findings, the author suggests that consumer brands should step on the communication rhythm of the new media era as soon as possible, establish KOLs-centered "precision marketing", deeply explore the news hotspots and topics in social media, close the relationship with users in the way of close service, and build a new media strategy combination in an all-round way.
