| Abstract | 第1-7页 |
| 摘要 | 第7-13页 |
| Chapter Ⅰ Introduction | 第13-19页 |
| ·Background and Significance of the Research | 第13-14页 |
| ·Background | 第13页 |
| ·Significance | 第13-14页 |
| ·Overview of Overseas and Domestic Research | 第14-17页 |
| ·Overseas Research | 第14-15页 |
| ·Domestic Research | 第15-17页 |
| ·Structure and Research Method of This Paper | 第17-19页 |
| ·The Structure | 第17-18页 |
| ·Research Method | 第18-19页 |
| Chapter Ⅱ Analysis on Marketing Characteristics of Consumer GoodsIndustry | 第19-30页 |
| ·Definition and Characteristics of Consumer Goods | 第19页 |
| ·Definition and Characteristics of FMCG | 第19-22页 |
| ·Marketing Characteristics of FMCG Industry | 第22-30页 |
| ·Marketing Model of FMCG | 第22-27页 |
| ·Marketing Strategy of FMCG in Different Stages | 第27-30页 |
| Chapter Ⅲ Case Study:Analysis of P&G's Past Marketing "Disasters" | 第30-35页 |
| ·Case 1 Ascend---P&G's Innovation Failure | 第30-32页 |
| ·Case 2 P&G's Failed Marketing Strategy in Rural Area | 第32-34页 |
| ·Lessons Learned From the Above Two Marketing "Disasters" | 第34-35页 |
| Chapter Ⅳ Theoretical Review of Marketing Innovation | 第35-43页 |
| ·Concept of Marketing Innovation | 第35页 |
| ·Classifications of Marketing Innovation | 第35-41页 |
| ·Marketing Concept Innovation | 第36-37页 |
| ·Market Innovation | 第37-38页 |
| ·Product Innovation | 第38-39页 |
| ·Marketing Method Innovation | 第39-41页 |
| ·Necessity of Marketing Innovation | 第41-43页 |
| Chapter Ⅴ Marketing Innovation by P&G | 第43-64页 |
| ·Principles of P&G's Marketing Innovation | 第44-46页 |
| ·Measures of P&G's Marketing Innovation | 第46-51页 |
| ·Successes of P&G's Marketing Innovation | 第51-64页 |
| ·Success of Concept Marketing Innovation in Advertisement | 第51-53页 |
| ·Success of Concept Marketing Innovation in Public Welfare Activities | 第53-54页 |
| ·Success of P&G's Product Marketing Innovation | 第54-57页 |
| ·Success of P&G's Green Marketing Innovation | 第57-60页 |
| ·Success of P&G's Online Marketing Innovation | 第60-62页 |
| ·Success of P&G's Event Marketing Innovation | 第62-64页 |
| Chapter Ⅵ Values of P&G's Marketing Innovation | 第64-71页 |
| ·Values for Chinese Enterprises | 第64-67页 |
| ·Values for Consumers | 第67-68页 |
| ·Values for the Society | 第68-71页 |
| Conclusion | 第71-72页 |
| References | 第72-74页 |
| ACKNOWLEDGEMENTS | 第74-76页 |
