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1、ChanelchanceEDPContent1.IntroductiontotheProduct2.ConsumerProfilingAnalysis3.MarketSegmentationandTargeting4.OpportunityandCompetitor4.PositioningStrategy5.MarketingActivity（Video）6.Conclusion1.perfumehistoryEgyptiancombustionplantfoundtheearliestperfumeIn17thCenturytheperfumefashionablewhole
2、society18thCenturyappearCologne19th、20thCenturyperfumesunprecedentedprosperity,asLancome、EstéeLauderIn2007Chinaperfumeconsumptionissecondintheworld,andtheonlyJapan 2010Chinamarketexpansionafter,developmentpotentialisgreat1.ChanelbrandFounded:CocoChanelcreationChanelbrandinParisin1913,products
3、includecouture,glasses,jewelry,perfumeetc.Style:meticulous,luxurious,simple,pure,andnevergooutoffashionConnotation:populartransient,stylepersistent1.ChanelbrandContinuity:ebullienceanddignified,boththeFrenchromantic,humorous,andGermanrigorous,refined.reform:putforwardqualityassurance,nosetrai
4、nedexcellentquality,anddevelopdifferentperfumesthanbefore2.ConsumerProfilingAnalysisCareaboutpsychologicalsatisfaction.（Satisfiedinthespiritconsumption）SpiritMaterial2.ConsumerProfilingAnalysisInthemodernsociety,consumption goodsplayroleinourlife.Peoplehavethegoodlife,theyareworriedabouttheir
5、thepsychologicalsatisfaction.Perfumeslowlybecomeacrowedconsumptiongoods,andpeopleusetheperfumetogainpsychologicalsatisfaction.Sotheywillneedandbuyperfume2.ConsumerProfilingAnalysis21century,womengoouttowork,theyneedtomakeupherself,sotheyneedtobuyperfume.Perfumebottleandperfumecanwellreflectth
6、eirlifestyle,state…Meantime,there’respecialcrowed,whichis90sand80s.Theylikespecialperfumetoshowtheirspecialcharacter.2.ConsumerProfilingAnalysisInthewesternandeastern,thewesternandeasternpeoplehasdifferentneedaboutculture.Theeasternpeopleliketobuytheperfumeoflightandlovesmell,theeasternliketo
7、nature.2.Priture1：ConsumerlovelyperfumeodortypeDifferentpeoplehavedifferentcharities,theyneeddifferentodortypetoselectperfume.2.Pricture2：BuyingreasonConsumersneedandbuy,whichisforgivinggiftandlifeinteresting.2.Pricture3：Advancedperfumeandcro
