宝洁公司公关活动策划方案.doc

宝洁公司公关活动策划方案策划人:XXXX策划时间:XXXX1前言随着社会的发展。人们经济水平的提高,消费者对于生活日用品也有着离不开的需求。宝洁公司原创于1837年,是世界上最大的日用消费品公司之一。1988年宝洁公司在广州成立了在中国的第一家合资企业—广州宝洁有限公司,从此开始了宝洁公司投资中国市场的十六年历程。为了积极参与中国市场经济的建设与发展,宝洁公司已陆续在广州、北京、成都、天津等地设有十几家合资、独资企业。十六年来,宝洁公司奉行“亲近生活美化生活”的企业宗旨,在华生产出了众多质量一流、深受消费者喜爱的产品。很多产品已经家喻户晓。十六年来,宝洁一贯恪守“取诸社会用诸社会”的原则,做富有高度社会责任感的公民。近年来,宝洁大力资助女童教育,帮助她们重返课堂。宝洁公司为了加大公司产品的宣传力度,更加的提高产品在消费者知名度。因此。我公司做出公关策划以达到这样的效果2目录一、市场分析·······························································3(一)宏观环境分析··················································3(二)消费者分析·····················································3(三)竞争对手分析··················································3二、公关活动目标·························································3三、公关活动主题·························································3四、公关活动时间地点···················································3五、活动项目流程设计···················································3六、媒介宣传·······························································3七、进度安排物资准备···················································4八、费用预算·······························································4九、效果评估·······························································43一、市场分析(一)宏观环境分析:宝洁公司是世界上最大的日用消费品公司,奉行“亲近生活美化生活”的宗旨,拥有强大的生产队伍,生产出众多质量一流、深受消费者喜爱的产品。(二)消费者分析:随着社会经济的发展,人们的生活水平的提高。面对消费产品的飞速发展与更新换代,消费者面对日常用品的选择也越来越多,进而导致我宝洁公司的产品面对消费者的竞争了也越来越大。(三)竞争对手分析随着日常生活用品的快速发展,我公司面对的竞争也是越来越激烈。我公司的主要竞争对手是联合利