宝洁公司抖音平台产品推广与品牌年轻化策略调查

What is your age group? 您的年龄段是？【Single Choice 单选】

A.18 years old and under 18岁及以下

B. 19-25 years old 19-25岁

C. 26-35 years old 26-35岁

D. 36-45 years old 36-45岁

E. 46 years old and above 46岁及以上

Have you ever purchasd any products from P&G(such as Pantene, Tide, Pampers, Head &Shoulder, Olay, etc)?您是否购买过宝洁旗下产品（如潘婷，汰渍，护舒宝，海飞丝，Olay等)？

A.Never purchased 从未购买过

B. Occasionally purchased (1-3 times per year) 偶尔购买（1-3次/年）

C.Frequently purchased (4-10 times per year) 经常购买（4-10次/年）

D. Frequently purchased (more than 10 times per year) 频繁购买（10次以上/年）

What are the main channels through which you purchase Procter & Gamble products? 【Multiple Chioce】您购买宝洁产品的主要渠道有哪些？【多选】【最少选择1项】

A. Online platforms such as Douyin (including Douyin Mall and brand live-streaming rooms) 线上的抖音（含抖音商城、品牌直播间）

B. Online instant retail platforms like Meituan and Ele.me 线上的美团，饿了么等即时零售平台

C. Online comprehensive e-commerce platforms such as Taobao and Tmall 线上的淘宝，天猫等综合电商平台

D. Offline supermarkets and shopping malls线下的超市和商场

Have you followed any fast-moving consumer goods brand accounts on Douyin (such as those under P&G and Unilever)? 【Single Choice】您是否关注过抖音上的快消品品牌账号（如宝洁、联合利华旗下品牌账号）？【单选】

A. Followed multiple accounts 关注过多个

B. Followed 1-2 accounts 关注过1-2个

C. Never followed 从未关注

Compared with competitors such as Unilever and L'Oréal, how do you perceive P&G's brand peomotion frequency on Douyin? 【Single Choice】相较于联合利华、欧莱雅等竞品，您认为宝洁在抖音平台的品牌推广频次如何？【单选】

A. Far higher than competitors 远高于竞品

B. Slightly higher than competitors 略高于竞品

C. On par with competitors 与竞品持平

D. Lower than competitors 低于竞品

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过宝洁旗下品牌的相关内容（如剧情短视频、直播等）？【单选】

A. Often come across 经常刷到

B. Occasionally come across 偶尔刷到

C. Never come across 从未刷到

Have you ever made a purchase due to P&G-related content on Douyin?【Single Choice 】您是否因抖音平台的宝洁相关内容产生过购买行为？【单选】

A. Made multiple purchases 多次购买

B. Made 1-2 purchases 有过1-2次购买

C. Had the intention to purchase but did not take action 产生过购买意愿但未行动

D. No intention to purchase 无购买意愿

Which of the following forms of P&G's Douyin content have left a deep impression on you?【Multiple Choice】您对宝洁抖音内容的以下哪些形式印象较深？【多选】【多选题】

A. Plot short videos highlighting product efficacy 产品功效类剧情短视频

B. Grass-planting videos in cooperation with celebrities/KOLs 明星/达人合作种草视频

C. Brand self-broadcasts or live streams with top streamers 品牌自播或头部主播带货直播

D. Topic challenges (e.g. #MyHairShines) 话题挑战赛（如#我的头发会发光）

E. Brand cross-border co-branding promotional content 品牌跨界联名宣传内容

F. Others (Please specify 请注明)

In your opinion, how would you describe the overall style of the Procter & Gamble brand?【Single Choice】在您的印象中，宝洁品牌的整体风格更偏向于以下哪种定位？【单选】

A.Clearly youthful鲜明年轻化

B.Balancing multiple elements (maintaining classic appeal while incorporating youthful elements)兼顾多元（既保留经典感，又具备年轻化元素）

C.Traditional (suitable for the middle-aged and elderly)偏传统（适合中老年群体）

D.No clear impression无明确印象

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 】针对宝洁在抖音平台的网红单品（如护舒宝液体卫生巾）或联名产品，结合618、双11抖音专场等短期促销活动，以下哪项最符合你的行为？【单选】

A. Will purchase the product regardless of promotion status无论是否有促销都会购买

B. Will purchase the product only when there is a promotion仅在有促销活动时才会购买

C. Will not purchase the product, only use it as a reference不会购买，仅作为参考

D. Will not purchase the product and have no interest in it不会购买，且对其毫无兴趣

11.

What are the reasons for your purchase of P&G products? 【Multiple Choice】您购买宝洁产品的原因包括哪些？【多选】【最少选择1项】

A. Outstanding product efficacy that meets practical usage needs 产品功效突出，满足实际使用需求

B. Interesting promotional content on Douyin that stimulates purchase desire 抖音平台的推广内容有趣，激发购买欲

C. Lucrative promotional activities that reduce purchase costs 促销活动划算，降低购买成本

D. Brand image that fits the younger-oriented positioning and boosts favorability 品牌形象贴合年轻化定位，好感度高

E. Strong social attributes of internet-famous single products and co-branded items 网红单品、联名款的社交属性强

F. Recommendations from relatives and friends driven by word-of-mouth 身边亲友推荐，口碑带动

G. Others explaination 其他请注明

12.

What do you think of the overall effect of P&G's marketing activities on Douyin? 【Single Choice】您认为当前宝洁在抖音平台开展营销活动的整体效果如何？【单选】

A. Effectively drive purchases: stimulate consumer desire quickly through short-video seeding, live-stream promotions, etc.能有效带动购买：通过短视频种草、直播间促销等，快速激发消费欲望

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，扩大品牌受众覆盖

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同质化严重：营销形式和内容风格趋同（如挑战赛、达人合拍），难以形成品牌独特记忆点

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：过度弹窗广告、重复洗脑内容、达人硬广植入，引发用户抵触情绪

E. Other explanations其他请说明

13.

What new marketing forms do you hope P&G will add on Douyin to enhance competitiveness?【Multiple Choice】您希望宝洁在抖音平台新增哪些营销在抖音平台新增哪些营销形式以增强竞争力？【多选】【最少选择1项】

A. Add immersive interactive content (e.g. virtual trial 虚拟试用) 增加沉浸式互动内容（如虚拟试用）

B. Expand co-branding with more niche circle IPs 拓展更多小众圈层IP联名

C. Launch customized product content for users 推出用户定制化产品内容

D. Strengthen in-depth cooperation with KOLs 加强与达人的深度合作

E. Others (Please specify) 其他(请注明)

14.

Overall, what is your satisfaction with P&G's product promotion and brand youthfulness strategy on Douyin? 【Single Choice】综合来看，您对宝洁抖音平台产品推广与品牌年轻化策略的整体满意度是？【单选】

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? 如果让你给宝洁的抖音账号提一个让品牌更贴近年轻人的建议，你最想分享的是什么？