论事半功倍的营销策略以香奈儿为例.docVIP

论事半功倍的营销策略——以香奈儿为例 工商管理专业（国际商务方向）孙伟萌 ［ ］屮国奢侈品市场近年来的高速发展，迅速引起了海N外学考的广泛关注。对奢侈品消费者和奢侈 品品牌营销策略的分析和研究也迅速成为学者研究的热点。白屮国改革开放以来，国内企业走向国际市场并取 得了一定的成绩。在中国加入WTO以后，国际品牌入驻中国成为必然。也许有人会认为这在一定程度上给我国 国内企业造成了威胁，但我认为，更重要的是让我们看到了国外一些优秀品牌领先的概念和模式。大放异彩的 奢侈品行业，虽然价格不菲但是依然可以在国际市场上站稳脚跟并不断拓宽市场，这不仅和其品牌理念息息相 关，更离不开其独特的、有针对性的营销策略。 香奈儿，作为一个历史悠久的奢侈品引导者，拥有大量的国内外拥护者。在香奈儿进入中国市场以后，更 是结合本土气息制定新的营销策略，一举拿下中国这块“肥肉”。如何能像香奈儿那样轻而易举占领市场？这就 要好好研宄香奈儿自进入中国市场那刻起所实施的营销策略，当然也离不开品牌自身的优势。对香奈儿进行分 析，对其营销策略进行研究，将会找到国际市场领先的营销理论，将有助于我国企业更好地发展甚至更好地占 领国际消费市场。 ［关键词］消费者；营销；启示 Half-way towards the goal of marketing strategy CHANEL as the example Business Administration Major (International Business) SUN Wei-meng Abstract: The high-speed development of China’s luxury market immediate attracted the attention of scholars at home and abroad. Studying and analyze the luxury desires and luxury marketing strategy becomes the hot pot. Since the reform and opening of China，domestic enterprises moving towards the international market and make achievements. It is inevitable for international brand enter the market of China since China access of WTO. Maybe somebody think it will threaten the domestic corporation in some degree, but whaf s more important is the excellent brand show us the leading concept and pattern. It is successful although the products are expensive. It not only because of the brand concept, but also have relationship with the special strategy. CHANEL，which is famous all over the world，as a luxury leader with a history，owns a large number of customs around the world. CHANEL combines the local presence of China with its brand features to make a Chinaa marketing strategy. What can we do to get the market shares like CHANEL? So we need to study the strategy of CHANEL to find the leading theory of marketing to help us develop our local company. Key words: consumer;marketing;enlightenment 在中W消费水平日益增长的今天，我们不难看出，中W实行对外开放和加入WTO以后，W际品牌血液注入 中国，为中国带来了新的空气和活力。同样精益求精，同样注重创新和品质保证，同样以消费者为中心，为什 么价格不菲的奢侈品可以长盛不衰，而一些国内中小企业却因为没有牢固的顾客群而濒临破产