夏奈尔市场推广策略分析.docVIP

北京服装学院 夏奈尔市场推广策略分析 北 京 服 装 学 院 学院（系） 专业 届本科毕业设计（论文） 题 目 夏奈尔市场推广策略分析 英文题目 Chanel marketing strategy analysis 说明书 页 图 纸 张 学生姓名 班级学号 指导教师 年 月 日 夏奈尔市场推广策略分析 摘 要 香奈儿的市场机会和威胁是并存的，也是不可调和的，在我国尤为突出。首先，由于香奈儿品牌高知名度、品牌影响力和优秀的企业文化，极高的真诚和忠诚度，已经深入成百上千客户的心中，是绝大多数的客户的首选，市场前景光明。但是，中国奢侈品市场的容量极大，对奢侈品的需求不断增强，已经表现的很明显，已经成为世界第二的奢侈品消费大国。但是客户群体良莠不齐，经济收入和品位档次差距较大，近年来特别对中、高档香水的推崇，需求量和流通量之大，令人不可小觑。特别是近年来男性对香水的喜爱，特别是对女性喷香水的偏爱，极大促进了中、高档香水市场的繁荣，消费群体的发展势头迅猛。势必对第一品牌造成威胁。香水实用性不高，加之竞争激烈，随着经济的动荡和波动，人们购买力下降，其竞争对手将会凭借价格优势等因素反弹，有更大的发展机会和空间。 在这样的背景下，香奈儿如何继续塑造，继续推广和扩大,做大品牌和市场，将是本文重点阐述的内容。 关键词：香奈儿；品牌；知名度；奢侈；繁荣；推崇；小觑 CHANEL MARKETING STRATEGY ANALYSIS Abstract Chanels market opportunities and threats coexist, but also can not be reconciled, in our country is particularly prominent. First of all, because of the Chanel high brand awareness, brand influence and excellent enterprise culture, sincerity and loyalty high, has been deeply the heart for hundreds of thousands of customers, the vast majority of customers preferred, market prospect is bright. However, the capacity of the Chinese luxury market is great, the demand for luxury goods has been enhanced, has shown a significant performance, has become the worlds second luxury consumption. But customer groups varies greatly, economic income and grade gap. In recent years, high-grade perfume respected great large amount of demand and circulation, is special. Especially in recent years, mens favorite perfume, especially for womens preference for perfume, which greatly promoted the prosperity of the middle and high-end perfume market, the rapid development of consumer groups. Is bound to pose a threat to the fi