寶潔公司抖音平臺產品推廣與品牌年輕化策略調查

1. What is your age group? 您的年齡段是？【Single Choice 單選】

A.18 years old and under 18歲及以下B. 19-25 years old 19-25歲C. 26-35 years old 26-35歲D. 36-45 years old 36-45歲E. 46 years old and above 46歲及以上

Have you ever purchasd any products from P&G(such as Pantene, Tide, Pampers, Head &Shoulder, Olay, etc)?您是否購買過寶潔旗下產品（如潘婷，汰漬，護舒寶，海飛絲，Olay等)？

A.Never purchased 從未購買過B. Occasionally purchased (1-3 times per year) 偶爾購買（1-3次/年）C.Frequently purchased (4-10 times per year) 經常購買（4-10次/年）D. Frequently purchased (more than 10 times per year) 頻繁購買（10次以上/年）

3. What are the main channels through which you purchase Procter & Gamble products? 【Multiple Chioce】您購買寶潔產品的主要渠道有哪些？【多選】

A. Online platforms such as Douyin (including Douyin Mall and brand live-streaming rooms) 線上的抖音（含抖音商城、品牌直播間）B. Online instant retail platforms like Meituan and Ele.me 線上的美團，餓了么等即時零售平臺C. Online comprehensive e-commerce platforms such as Taobao and Tmall 線上的淘寶，天貓等綜合電商平臺D. Offline supermarkets and shopping malls線下的超市和商場

4. Have you followed any fast-moving consumer goods brand accounts on Douyin (such as those under P&G and Unilever)? 【Single Choice】您是否關注過抖音上的快消品品牌賬號（如寶潔、聯合利華旗下品牌賬號）？【單選】

A. Followed multiple accounts 關注過多個B. Followed 1-2 accounts 關注過1-2個C. Never followed 從未關注

5. Compared with competitors such as Unilever and L'Oréal, how do you perceive P&G's brand peomotion frequency on Douyin? 【Single Choice】相較于聯合利華、歐萊雅等競品，您認為寶潔在抖音平臺的品牌推廣頻次如何？【單選】

A. Far higher than competitors 遠高于競品B. Slightly higher than competitors 略高于競品C. On par with competitors 與競品持平D. Lower than competitors 低于競品

6. Have you ever come across content related to P&G's affiliated brands on Douyin (such as plot short videos, live streams, etc.)? 【Single Choice】您在抖音上是否刷到過寶潔旗下品牌的相關內容（如劇情短視頻、直播等）？【單選】

A. Often come across 經常刷到B. Occasionally come across 偶爾刷到C. Never come across 從未刷到

7. Have you ever made a purchase due to P&G-related content on Douyin?【Single Choice 】您是否因抖音平臺的寶潔相關內容產生過購買行為？【單選】

A. Made multiple purchases 多次購買B. Made 1-2 purchases 有過1-2次購買C. Had the intention to purchase but did not take action 產生過購買意愿但未行動D. No intention to purchase 無購買意愿

8. Which of the following forms of P&G's Douyin content have left a deep impression on you?【Multiple Choice】您對寶潔抖音內容的以下哪些形式印象較深？【多選】

A. Plot short videos highlighting product efficacy 產品功效類劇情短視頻B. Grass-planting videos in cooperation with celebrities/KOLs 明星/達人合作種草視頻C. Brand self-broadcasts or live streams with top streamers 品牌自播或頭部主播帶貨直播D. Topic challenges (e.g. #MyHairShines) 話題挑戰(zhàn)賽（如#我的頭發(fā)會發(fā)光）E. Brand cross-border co-branding promotional content 品牌跨界聯名宣傳內容F. Others (Please specify 請注明)

9. In your opinion, how would you describe the overall style of the Procter & Gamble brand?【Single Choice】在您的印象中，寶潔品牌的整體風格更偏向于以下哪種定位？【單選】

A.Clearly youthful鮮明年輕化B.Balancing multiple elements (maintaining classic appeal while incorporating youthful elements)兼顧多元（既保留經典感，又具備年輕化元素）C.Traditional (suitable for the middle-aged and elderly)偏傳統(tǒng)（適合中老年群體）D.No clear impression無明確印象

10. For P&G's internet-famous single products (e.g. Whisper Liquid Sanitary Pads) or co-branded products on Douyin, which of the following best describes your behavior when combined with short-term promotions (e.g. 618, Double 11 Douyin special sessions)?【Single Choice 】針對寶潔在抖音平臺的網紅單品（如護舒寶液體衛(wèi)生巾）或聯名產品，結合618、雙11抖音專場等短期促銷活動，以下哪項最符合你的行為？【單選】

A. Will purchase the product regardless of promotion status無論是否有促銷都會購買B. Will purchase the product only when there is a promotion僅在有促銷活動時才會購買C. Will not purchase the product, only use it as a reference不會購買，僅作為參考D. Will not purchase the product and have no interest in it不會購買，且對其毫無興趣

11. What are the reasons for your purchase of P&G products? 【Multiple Choice】您購買寶潔產品的原因包括哪些？【多選】

A. Outstanding product efficacy that meets practical usage needs 產品功效突出，滿足實際使用需求B. Interesting promotional content on Douyin that stimulates purchase desire 抖音平臺的推廣內容有趣，激發(fā)購買欲C. Lucrative promotional activities that reduce purchase costs 促銷活動劃算，降低購買成本D. Brand image that fits the younger-oriented positioning and boosts favorability 品牌形象貼合年輕化定位，好感度高E. Strong social attributes of internet-famous single products and co-branded items 網紅單品、聯名款的社交屬性強F. Recommendations from relatives and friends driven by word-of-mouth 身邊親友推薦，口碑帶動G. Others explaination 其他請注明

12.

What do you think of the overall effect of P&G's marketing activities on Douyin? 【Single Choice】您認為當前寶潔在抖音平臺開展營銷活動的整體效果如何？【單選】

A. Effectively drive purchases: stimulate consumer desire quickly through short-video seeding, live-stream promotions, etc.能有效帶動購買：通過短視頻種草、直播間促銷等，快速激發(fā)消費欲望B. Enhance brand awareness: expand the brand's audience coverage with the exposure from Douyin's traffic可能提升品牌知名度：借助抖音流量曝光，擴大品牌受眾覆蓋C. Homogenization: marketing forms and content styles tend to be similar (such as challenges, influencer duets), making it difficult to form a unique brand memory point同質化嚴重：營銷形式和內容風格趨同（如挑戰(zhàn)賽、達人合拍），難以形成品牌獨特記憶點D. Easy to arouse resentment: excessive pop-up ads, repetitive brainwashing content, and forced product placement by influencers trigger users' resistance容易引起反感：過度彈窗廣告、重復洗腦內容、達人硬廣植入，引發(fā)用戶抵觸情緒E. Other explanations其他請說明

13. What new marketing forms do you hope P&G will add on Douyin to enhance competitiveness?【Multiple Choice】您希望寶潔在抖音平臺新增哪些營銷在抖音平臺新增哪些營銷形式以增強競爭力？【多選】

A. Add immersive interactive content (e.g. virtual trial 虛擬試用) 增加沉浸式互動內容（如虛擬試用）B. Expand co-branding with more niche circle IPs 拓展更多小眾圈層IP聯名C. Launch customized product content for users 推出用戶定制化產品內容D. Strengthen in-depth cooperation with KOLs 加強與達人的深度合作E. Others (Please specify) 其他(請注明)

14. Overall, what is your satisfaction with P&G's product promotion and brand youthfulness strategy on Douyin? 【Single Choice】綜合來看，您對寶潔抖音平臺產品推廣與品牌年輕化策略的整體滿意度是？【單選】

A. Very satisfied 非常滿意B. Satisfied 滿意C. Average 一般D. Dissatisfied 不滿意E. Very dissatisfied 非常不滿意

15. If you were asked to give a suggestion to make Procter & Gamble's TikTok account more appealing to young people, what would you most like to share? 如果讓你給寶潔的抖音賬號提一個讓品牌更貼近年輕人的建議，你最想分享的是什么？

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