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香奈儿品牌营销策略研究
目 录
摘 要 ............................................................ I ABSTRACT ......................................................... II 1 绪 论 .......................................................... 1
1.1 研究背景与目的 ........................................... 1 1.2 国内外研究现状 ........................................... 1 2 品牌营销相关理论概述 .......................................... 3
2.1 品牌管理的概念 ........................................... 3 2.2 品牌资产 .................................................. 4
2.2.1 定义 .................................................. 4 2.2.2 品牌资产的构成 ........................................ 5
2.3 品牌营销 .................................................. 7
2.3.1 品牌营销理论的发展阶段 ................................ 7 2.3.2 品牌营销的概念 ........................................ 8 2.3.3 品牌营销与传统营销的区别 .............................. 8
2.4 品牌战略 .................................................. 9 3 香奈儿品牌的发展状况及其品牌营销存在的问题 ............... 11
3.1 香奈儿品牌的发展状况 ................................... 11
3.1.1 香奈儿的品牌历史故事 ................................. 11 3.1.2 香奈儿的品牌风格 ..................................... 12 3.1.3 香奈儿品牌战略选择 ................................... 13
3.2 品牌营销存在的问题 ..................................... 15
3.2.1 品牌管理以商标管理为主 ............................... 15 3.2.2 营销模式简单 ......................................... 15
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香奈儿品牌营销策略研究
3.2.3 企业轻研发 产品组合单一 .............................. 15
4 香奈儿品牌营销的应对措施 .............................. 17 4.1 追踪顾客满意度 建立完善的顾客满意制度 ............... 17 4.2 引导顾客对企业品牌的忠诚 .............................. 17 4.3 培养高素质营销人员 ..................................... 17 4.4 提高员工品牌认同感及企业内部满意度................... 18 4.5 优化营销组合策略........................................ 18 4.6 调整差异化战略 .......................................... 19 5 结束语 ......................................................... 21 致 谢 ........................................................... 22 参考文献 ......................................................... 23
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香奈儿品牌营销策略研究
香奈儿品牌营销策略研究
摘 要
随着贸易全球化的深入和我国市场经济的稳步发展，中国化妆品市场巨大的消费容量以及可预知的市场潜力为更多的化妆品企业提供了有利的发展时机。同时，国内化妆品行业历经多年的市场演绎己进入一个在产品、功能、促销等方面严重同质化的时代，市场竞争已越来越表现为品牌的竞争。面对机遇与挑战并存的竞争市场，如何适应行业发展的要求，通过建立强势品牌来保持竞争中的优势，以获取更大的市场份额和品牌影响力，是当前许多企业所面临的现实问题。
本文以香奈儿品牌为例，在系统研究当前品牌营销理论的基础之上，对香奈儿的品牌营销策略进行了探究。首先从相关品牌营销的相关概念与理论入手，分析了香奈儿品牌发展状况与品牌营销存在的问题，并针对这些问题提出了相应的对策与完善建议。
关键词： 香奈儿；品牌；营销；策略
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香奈儿品牌营销策略研究
Analysis on the marketing strategies of chanel
ABSTRACT
With the deepening of the globalization of trade and the steady development of China's market economy, China's cosmetics market consumption capacity and predictable huge market potential is more cosmetics enterprise provides favorable development opportunity. At the same time, the domestic cosmetics industry after years of market has entered a interpretation in terms of product, function, promotion of serious homogeneity era, the market competition is more and more performance for the competition of the brand. Faced with both opportunities and challenges of market competition, how to adapt to the requirement of industry development, through the establishment of strong brand to keep advantage in competition, in order to get a bigger share of the market and brand influence, is the current enterprise facing the reality problem.
Based on the chanel brand, for example, on the basis of the theory of system research Gui current brand marketing, brand marketing strategy of chanel. First of all, from the related concepts and theories of brand marketing, analyzes the problems existing in the chanel brand development and brand marketing, and puts forward corresponding countermeasures to solve these problems and improvement Suggestions.
Keywords：Chanel，Brand，Brand marketing，Strategy
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