哈根达斯冰淇淋中国市场推广策略案例研讨

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1、S03E025215罗彦哈根逃斯冰淇淋中周市场推广策略案例研讨AbstractAsaworld。renownedice—creambrand．Haagen·dazshasbeeninthemarketformorethan80years．Duringthislongperiodoftime，ithasgraduallydevelopedfromaprivatehand—madeworkshoptoaworld—famousice-creamtopbrand．Haagen-dazsisnowaddressedre

2、spectfullyas“RollsRoyceinice-creamworld’’andwinsconsumer’sgreatfavorfromallovertheworld．“Qualityfirst”conceptwhichHaagen—dazsalwaysholdscanexplainpartofthereasonswhyHaagen—dazscallwinsomanycredits，butanothermoreimportantreasonisthe“Brandingpractice”thatHaage

3、n—dazsoperateswith．JustlikeanoldChineseoldsayingdescribes，itisverydifficulttogetafulloverviewofsomethingifyouarepartofit．AsastaffinHaagen—dazs．Ididnotthinkcarefully&deeplyaboutitduringmyhardwork．Thankstothisreport，nowIgettheopportunitytohaveadeepanalysisofth

4、esuccessfuldevelopmentofHaagen—dazsinChina’smarketbasedonthetheoryandknow—howthatIhavelearnedinthepast2years．ThisreporttriestobeginwithHaagen-dazs’originandallintroductionofHaagen—dazs’brandimage&promotionininternationalconsumableproductsmarket。whichcangivet

5、hereadersafullunderstandingofHaagen-dazs’brands，products，channel，promotioninworld·wide，thenthisreportwillalsoillustratehowHaagen-dazsseizedthemarketopportunitytoenterintoChina’smarketunderthecircumstanceofChina’sparticularmarket，economy，consumptionconcept，in

6、dustrialcompetition&marketbackgroundatthattime．111isreportexplainshowHaagen—dazskeepsconsistentinits’brandingdevelopmentbothinChinaandininternationalmarketbyanalyzingHaagen·dazs’strategyenteringintoChina’smarketandbyusingthemethodofintegratingthemarketingthe

7、orywiththerealmarketsituation．BasedontheagreatSuccessinHaagen-dazsproductinnovation,serviceinnovation，channelinnovationinChinaanditsstrategydifferenceinChinaduetoChina’sspecialtradition，thisreporttriestosummarizethesuccessfulexperienceofinternationalbrandsin

8、ChinaandalsoaimstofindtheoptimummarketpenetrmionpointandthemarketingstrategythatfitscorporatedevelopmentbystudyinghowtointegratewesternadvancedmarketingtheorywithChina’smarketreaIsituation．Keywo