The strategies of Chanel香奈儿的营销策略

《The strategies of Chanel香奈儿的营销策略》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、ThestrategiesofChanelOutline●WhatisChanel:ThebackgroundofGabrielleChanel●ThebusinessstrategiesofChanel△spiritofinnovation△accuratepositioning△TheStrategyofadvertisement●Advertisementtime●ConclusionWhoisshe?GabrielleChanel→CocoChanel(1883-1971)1905Cocowasacafesinge

2、r1910openedherfirsthatshop1913RegisteredtheChanelBrand1914Openedherclothingstore1921TheperfumeNo.51954ReturnedtoFrance1971PassedawayBrandstyle：elegancy、simple、refinementTricotsailordress针织水手裙Littleblackdress黑色迷你裙Blazer西装褛Tweed斜纹呢套装Thewaytosuccessshepursuedfreedom,

3、butshewassentimentallyattachedtomales;shewastoughbutfullofindependentfeminine.(她追求自由但是眷恋男人，她强悍独立但女人味十足。)Britishindustrialist&ArichOfficerFriend-circle:Elite、aritists、nobles、thebeautifulpeople(名流)Herendlessbusinessstrategy：herspiritofinnovationInordertobeirreplacea

4、bleonemustalwaysbedifferent.WomeninEuproeatthattime：Corseletswithrealpealsandgoldchains.FromCocoChanel’spointofview：Inessence,Chanelprovidedwomenasenseoffreedomandthechoiceofcostumedesignfromamaleperspectiveoffemale’sbeautyintowomen’snewstageofindependence.ChanelN

5、o.5ChanelNo.5dosen’tpayattentiontorestorethescentofflowers,buttomadewiththePureExtracts（提取精华素）totakeoutofthemostmysteriousferfume(香味).Hersecondimportantstrategy：——accuratepositioninggetintotheheartsofthearistocraticladies（打进名媛淑女的心房）艾玛·沃森莉莉-艾伦凯拉·奈特利Highquality,High

6、valueCocoChanelhadafirmbelievethatifthepriceofherproductswashigh,thenherperfectdesignswouldtrulybevalued.★Chanelboutiquesworldwide★upscaledepartmentstores.TheStrategyofadvertisement1Stunningvisualstyleattractspeople’seyes.2Conveyingit’sconnotations(内涵)--noble,eleg

7、ancyandrefinementthroughthewholeadvertisement.ItwillletcustomersnotonlyappreciatetheadvertisementbutalsogetthemaininformationoftheChanel’sconnotations.IwearnothingbutafewdropsofChanelNo.5.EverywomanalivewantsChanelNo.53Cooperatingwithsuitablemediacompaniesandpubli

8、shedinafixedamount.Generally,it’sjustpublishedonfamousmagazinesbecauseofit’sspecialcustomers.Thoughitsamountdoesn’tcoveraswideasotherbrands,itwillalways