【作者】 李鑫；

【导师】 周洁如；

【作者基本信息】 上海交通大学 ， 工商管理（MBA）（专业学位）， 2016， 硕士

【摘要】 自1929年诞生以来,杜蕾斯一直以无尽的创新动力和卓越的产品质量称霸全球市场,而在营销领域,从国外流入的那些意味深长的各种海报开始,到如今互联网线上媒介的互动,杜蕾斯用轻松,幽默,调侃的方式完美的诠释了平时不登大雅之堂的避孕套是如何成为营销上的标杆的。随着环境的变化,消费者的喜好在发生着变化,品牌也面临着新的挑战。本研究应用PEST,波特五力分析等理论,分析了杜蕾斯品牌所处的内外部环境,在此基础上,通过STP分析和4P组合策略对杜蕾斯中国的营销现状做了介绍,尤其在促销策略中,应用案例分析法将主要的营销渠道和传播推广平台与经典案例对应起来,进行了深入的研究和分析,提出当前杜蕾斯中国品牌营销面临的机遇和挑战,并针对其原因提出了相应的解决方案。解析了生活化快消品牌在互联网时代下的整合营销成功之路。本文重点结合时代的特点就杜蕾斯的具体案例得出可借鉴的品牌营销策略,具有广泛性和一定的社会意义。更多还原

【Abstract】 Since its inception in 1929,Durex has dominated the global market by the driving force for endless innovation and superior product quality.In the field of marketing,beginning from a variety of meaningful posters abroad to today’s Internet online media interaction,Durex perfectly interprets how the condom to become a benchmark for marketing in the easy,humorous,ridiculous way.As the environment changes,consumer preferences in the event of change,the brand is also facing new challenges.In this research,we analyzes the internal and external environment of Durex brand by using the theories of PEST and Porter’s five-force analysis.On this basis,STP analysis and 4P combination strategy were introduced to Durex marketing situation,especially in promotion strategy,by the application of the case analysis method,links the main marketing channels,communication platform,and the classic case of durex marketing.After in-depth study and analysis,point out the opportunities and challenges of Durex China brand marketing currently,the reasons and the corresponding solutions are given as followings.It shows a success example of integrated marketing in the ear of internet.This article focuses on the characteristics of the times to draw on the specific case of Durex brand marketing strategy to learn,with a wide range and a certain social significance.更多还原