1

雪糕界奇葩梦龙(Magnum)的中国式体验店营销 - 快消营销 - 市场营销智库--广告、公关...

 3 years ago
source link: http://www.domarketing.cn/html/2014/fmcg_0627/12235.html
Go to the source link to view the article. You can view the picture content, updated content and better typesetting reading experience. If the link is broken, please click the button below to view the snapshot at that time.

闆硶鐣屽钁╂ⅵ榫欙紙Magnum锛夌殑涓浗寮忎綋楠屽簵钀ラ攢
(銆婄涓€璐㈢粡鍛ㄥ垔銆) 鍙戣〃浜 2014-06-27 10:20:46聽聽聽聽鐐瑰嚮锛67667

瀵逛簬澶ч儴鍒嗕腑鍥芥秷璐硅€呮潵璇达紝姊﹂緳锛圡agnum锛夊彲浠ョ畻鏄洩绯曠晫鐨勪竴鏈靛钁┿€傝繖涓搧鐗屾棭鍦20骞村墠灏遍殢鐫€鍏舵瘝鍏徃鍜岃矾闆湪鍥藉唴寤哄巶鑰岃繘鍏ヤ腑鍥姐€傚湪閭d釜鍩烘湰鍙5瑙掗挶灏辫兘涔板埌涓€鏀洩绯曠殑骞翠唬锛屾墜鎷8鍏冧竴鏀殑姊﹂緳璧板湪澶ц涓婄畝鐩存湁绉嶈薄寰佽韩浠界殑鑾悕浼樿秺鎰熴€
0

瀵逛簬澶ч儴鍒嗕腑鍥芥秷璐硅€呮潵璇达紝姊﹂緳锛圡agnum锛夊彲浠ョ畻鏄洩绯曠晫鐨勪竴鏈靛钁┿€傝繖涓搧鐗屾棭鍦20骞村墠灏遍殢鐫€鍏舵瘝鍏徃鍜岃矾闆湪鍥藉唴寤哄巶鑰岃繘鍏ヤ腑鍥姐€傚湪閭d釜鍩烘湰鍙5瑙掗挶灏辫兘涔板埌涓€鏀洩绯曠殑骞翠唬锛屾墜鎷8鍏冧竴鏀殑姊﹂緳璧板湪澶ц涓婄畝鐩存湁绉嶈薄寰佽韩浠界殑鑾悕浼樿秺鎰熴€

杩欎竴楂樿吹鍐疯壋鐨勫畾浠风瓥鐣ヨ姊﹂緳鍑犱箮鍨勬柇浜嗕腑鍥界殑楂樼闆硶甯傚満锛屼互鑷充簬鍦2000骞翠箣鍓嶏紝杩欎釜鍝佺墝鍦ㄤ腑鍥藉嚑涔庢病鏈夊仛杩囧崐鐐规帹骞挎垨瀹d紶銆

鏈€杩戝畠鐨勪竴绯诲垪钀ラ攢绛栫暐鏈夌偣涓€鍙嶅父鎬併€備竴闂村彨鍋歅leasure Store鐨勬ⅵ榫欎綋楠屽簵鍦ㄤ笂娴枫€佸寳浜厛鍚庡紑鍚€傚湪杩欏浣撻獙搴楅噷锛屼綘鍝佸皾鍒扮殑姊﹂緳涓嶅啀鏄究鍒╁簵鎴栬€呰杈规潅璐ч摵鍐版煖閲岄偅鏍凤紝鍖呯潃寤変环濉戞枡绾歌銆傚湪杩欓噷锛屼綘鑳藉浜茶嚜鎸戦€夊阀鍏嬪姏骞剁幇鍦哄埗浣滈洩绯曠殑鑴嗗眰锛屾渶鍚庡啀鎾掍笂鍚勭被姘存灉骞插拰鍧氭灉纰庛€傚叧閿槸杩欎竴鍒囦笉闇€瑕佹敮浠樹换浣曡垂鐢紝鍙浣犺兘鍧氭寔鎺掍笂1涓灏忔椂鐨勯槦锛屽苟鎶婁綋楠屽垎浜埌绀句氦缃戠粶銆傝繖鏄ⅵ榫欒繘鍏ヤ腑鍥戒互鏉ユ渶澶ф墜绗旂殑钀ラ攢娲诲姩銆

鈥滄ⅵ榫欑殑鍝佺墝鐭ュ悕搴﹀拰鍏朵粬鑱斿悎鍒╁崕鐨勫啺娣囨穻鐩告瘮杩樻槸鏈変竴浜涘樊璺濈殑銆傚氨鐩墠鐨勭姸鎬佹潵璇达紝閲囩敤鍏嶈垂妯″紡灏辨槸鎯冲埗閫犱竴涓彛纰戞晥搴斿拰鍏叧鏁堟灉銆傗€濊仈鍚堝埄鍗庡啺娣囨穻鍝佺墝寤鸿鎬荤洃寰愬畤娣欏銆婄涓€璐㈢粡鍛ㄥ垔銆嬭銆

1989骞达紝姊﹂緳鍦ㄥ痉鍥借癁鐢熸椂锛岃仈鍚堝埄鍗庝究鎶婂畠瀹氫綅涓轰腑楂樼鐨勫啺娣囨穻鍝佺墝锛18宀佸埌35宀佹敹鍏ヨ緝楂樼殑鎴愬勾浜烘槸瀹冪殑鐩爣娑堣垂鑰呫€備絾20骞村墠杩涘叆涓浗鐨勬ⅵ榫欏浠婂凡缁忎笉鑳藉鍗曢潬浠锋牸淇濇寔瀛樺湪鎰熶簡銆傗€滆繖鍑犲勾锛屼腑楂樼鍐版穱娣嬪競鍦轰笂涓嶆柇鍑虹幇鏂扮殑绔炰簤鑰咃紝姣斿鍏枩锛岃繖浜涗骇鍝佺殑瀹氫綅鍜屾ⅵ榫欑殑浠锋牸绛栫暐鏄瘮杈冩帴杩戠殑銆傝仈鍚堝埄鍗庨渶瑕佹妸姊﹂緳鍝佺墝鍜岀珵浜夊鎵嬪尯鍒嗗紑鏉ャ€傗€濇秷璐瑰搧甯傚満鐮旂┒鍏徃鑻辨晱鐗癸紙Mintel锛変腑鍥藉尯鐮旂┒鎬荤洃寰愬涓€鍛婅瘔銆婄涓€璐㈢粡鍛ㄥ垔銆嬨€

Pleasure Store鏄竴涓緢濂界殑鎻愬崌鍝佺墝褰㈣薄锛屽悓鏃舵帴瑙︽秷璐硅€呯殑鏂瑰紡銆傛ⅵ榫欐妸瀹冪殑鐩爣娑堣垂鑰呯О涓篜leasure Seeker锛屽叾涓ぇ閮ㄥ垎涓烘嫢鏈変竴瀹氱粡娴庡熀纭€鐨勫コ鎬у叕鍙镐汉锛屽ス浠細鍏虫敞鏃跺皻瓒嬪娍锛屼箰浜庝富鍔ㄥ鎵句箰瓒c€傗€滄渶鍚庢垜浠彂鐜版椂灏氭槸涓€涓兘澶熻濂逛滑璁ゅ悓锛屽苟涓斾紶閫掑嚭姊﹂緳鍝佺墝淇℃伅鐨勬柟鍚戙€傗€濆緪瀹囨窓璇淬€

浜庢槸浣犱細鐪嬪埌瀹冧滑涓撶▼閭€璇锋潕鍐板啺涓篜leasure Store鎷嶆憚鐨勪竴娈佃棰戙€傝棰戜腑鏁翠釜Pleasure Store鐪嬭捣鏉ョ畝鐩磋兘濯茬編浠讳綍涓€闂村ア渚堝搧澶х墝闂ㄥ簵锛屽埌澶勯兘鏄硾鐫€閲戝睘鍏夋辰鐨勬繁妫曡壊锛岃川鎰熷崄瓒炽€傝€屼互寰€閫氬父鍑虹幇鍦ㄦ椂灏氬ぇ鐗囦腑鐨勬潕鍐板啺杩欐鍒欐嬁鐫€涓€鏀ⅵ榫欓洩绯曟憜璧蜂簡閫犲瀷銆

鍦ㄤ笂娴锋柊澶╁湴涓烘湡涓ゅ懆鐨勫紑璁炬椂闂村唴锛屽緪瀹囨窓鍜屼粬鐨勫洟闃熷姣忓ぉ鍒板簵鐨勯【瀹㈣繘琛屼簡闅忔満璋冩煡銆傚湪600鍚嶉殢鏈哄彈璁跨殑椤惧涓紝鏈70%鏄笓绋嬭繘搴椾綋楠岋紝瓒呰繃涓€鍗婄殑浜鸿〃绀哄姊﹂緳鍝佺墝鐨勮鐭ュ寮恒€

浜嬪疄涓婃ⅵ榫欐鐣湪涓浗鐨勫皾璇曟簮鑷缇庡競鍦虹殑缁忛獙銆傗€滃搧鐗屽湪鍋氬競鍦鸿惀閿€鐨勬椂鍊欐渶澶氳€冭檻鐨勫叾瀹炴槸鎶曡祫鍥炴姤鐜囥€傝櫧鐒朵腑鍥藉啺娣囨穻甯傚満澧為暱鏇村揩锛屼絾鍏朵綋閲忚繙璧朵笉涓婃缇庡競鍦恒€傚洜姝ゆⅵ榫欎笉浼氬湪涓浗鍋氬お澶氭姇鍏ャ€傗€濆搧鐗屽挩璇㈠叕鍙告湕娑涳紙Landor锛夊ぇ涓崕鍖烘墽琛屾€荤洃Peter Mack瀵广€婄涓€璐㈢粡鍛ㄥ垔銆嬭銆傜洰鍓嶄腑鍥芥瘡骞翠汉鍧囧啺娣囨穻娑堣垂閲忎负1鍗囷紝鑰屽湪缇庡浗甯傚満杩欎釜鏁板瓧鏄20.8鍗囥€

鍦ㄦ潵鍒颁腑鍥戒箣鍓嶏紝Pleasure Store宸茬粡鍦ㄥ反榛庛€佷鸡鏁︺€佹倝灏煎拰绾界害绛夊叾浠栧煄甯傚紑浜嗚澶氬銆傝€屾ⅵ榫欎篃鍦ㄩ偅閲岀啛鎮変簡濡備綍鍚屾椂灏氱晫寤虹珛鑱旂郴锛岀粰鍝佺墝甯︽潵鍏夌幆銆2011骞存ⅵ榫欒繘鍏ョ編鍥斤紝瀵逛簬褰撴椂瑙勬ā涓93浜跨編鍏冪殑缇庡浗鍐版穱娣嬪競鍦猴紝杩欎釜鏂版潵鑰呴渶瑕佸揩閫熷湴鍚稿紩浜轰滑鐨勬敞鎰忓姏銆

铏界劧鍐版穱娣嬫杩欎竴鍝佺被鍦ㄧ編鍥藉競鍦哄凡缁忕粡鍘嗕簡5骞寸殑閿€鍞笅婊戯紝浣嗚仈鍚堝埄鍗庣粰姊﹂緳缇庡浗鈥滈绉€鈥濆畾鐨勭洰鏍囨槸3.5%鐨勯【瀹㈠皾璇曡喘涔扮巼锛圱rial Rate锛夊拰30%鐨勯噸澶嶈喘涔扮巼锛圧epeat Rate锛夈€

杩欎釜鐩爣鏈€鍚庣敱Karl Lagerfeld鏉ュ畬鎴愩€傝繖浣嶅叏鐞冩渶鐭ュ悕鐨勬椂灏氳璁″笀鍙楅個涓烘ⅵ榫欐媿鎽勪簡3閮ㄥ箍鍛婄煭鐗囷紝鍒嗗埆浠ヨ姯钑捐垶婕斿憳銆佹椂瑁呮ā鐗瑰拰鑹烘湳瀛︾敓涓轰富瑙掞紝鏁呬簨鐨勪富绾块兘鏄ⅵ榫欏浠栦滑鍒涗綔鐨勫惎鍙戙€傝繖涓変釜瑙掕壊鐨勭壒鐐逛笌姘旇川鍏ㄩ兘绗﹀悎姊﹂緳瀵瑰畠鐨勭洰鏍囬【瀹⑩€擯leasure Seeker鐨勮瀹氥€

鑰佷經鐖风殑鍙峰彫鍔涚‘瀹炲己澶с€傚埌2011骞村勾鏈紝姊﹂緳鍦ㄧ編鍥藉競鍦虹殑椤惧灏濊瘯璐拱鐜囪揪鍒颁簡42%銆傜伀鐖嗙殑閿€閲忚鑱斿悎鍒╁崕涓嶅緱涓嶄粠鍒殑鍥藉杩涘彛30%鐨勮揣閲忔潵婊¤冻缇庡浗甯傚満闄″鐨勯渶姹傘€傛ⅵ榫欓€愭笎鐔熸倝浜嗙敤鏃跺皻鏉ヤ笌瀹冪殑鐩爣椤惧鎵撲氦閬撱€傞個璇峰湪鏃跺皻鍦堝叿鏈変竴瀹氫汉姘旂殑璁捐甯堜负姊﹂緳璁捐鏃惰鐨勫仛娉曞湪鍏跺叏鐞冨競鍦烘墿鏁c€

姣斿鏈€杩戯紝娆ф床姊﹂緳鍦ㄧ邯蹇典笂甯25鍛ㄥ勾鏃堕€夋嫨浜嗕笌鎰忓ぇ鍒╁ア渚堝搧鐗孌olce&Gabbana鍚堜綔锛岄個璇疯鍝佺墝鐨勮璁″笀Domenico Dolce涓嶴tefano Gabbana涓撻棬涓烘ⅵ榫欐墦閫犱竴鏀檺閲忔鐨勫啺娣囨穻锛屼粠鍖呰鍒板彛鍛抽兘棰犺浜嗗師鏉ユⅵ榫欑殑椋庢牸銆

瑗胯タ閲岄鏍肩殑璁捐鍩鸿皟鏄疍olce&Gabbana杩欎竴瀛g殑涓绘墦锛屽洜姝ら檺閲忕増姊﹂緳鐨勫寘瑁呬笂涔熷嵃涓婁簡瑗胯タ閲岀壒鏈夌殑姗欒姳銆佸鍒烘ⅷ鏍戞灊鍙跺拰鏋滃疄銆備竴绉嶇壒娈婄殑瑗胯タ閲岄鍛充篃琚瀺鍏ュ師鏈櫘閫氱殑棣欒崏鍙e懗鍐版穱娣嬩腑銆

鈥滄剦鎮︾殑鍛宠浣撻獙鍜岃タ瑗块噷椋庢牸鏄繖娆″悎浣滅殑鐗圭偣锛屽畠浠兘澶熷甫鏉ヤ竴绉嶅叏鏂扮殑鍏锋湁鎰忓ぇ鍒╅鏍肩殑鍙e懗銆傗€滵olce&Gabbana鍏叧涓撳憳Alessia Bossi鍦ㄧ粰銆婄涓€璐㈢粡鍛ㄥ垔銆嬬殑閭欢鍥炲涓〃绀恒€

鏇村じ寮犵殑鏄紝Dolce&Gabbana杩樺湪浣嶄簬绫冲叞甯備腑蹇冪殑鎬婚儴鍍忓紑鏂板搧鍙戝竷浼氫竴鏍蜂负杩欐敮姊﹂緳涓惧姙浜嗕竴鍦虹銆傗€滀笌Dolce&Gabbana鍚堜綔鏄竴涓仾鏄庣殑鏂瑰紡锛岃兘璁╂洿澶氫汉鍏虫敞姊﹂緳銆傗€漇amantha Reviziis鍛婅瘔銆婄涓€璐㈢粡鍛ㄥ垔銆嬨€傚ス鏄竴鍚嶆椂灏氬崥涓伙紝涔熸槸琚個璇峰搧灏濊繖鏀檺閲忓啺娣囨穻鐨勫槈瀹句箣涓€銆傗€滄垜涓€鍙f皵鍚冧簡涓ゆ敮锛屽懗閬撹繕涓嶉敊銆傗€漅eviziis璇淬€

2014骞6鏈堬紝杩欐闄愰噺鐗堟ⅵ榫欎細鍦ㄦ剰澶у埄鍜岃タ鐝墮绛夊嚑涓娲插浗瀹剁殑鐗瑰畾鍞崠鐐归攢鍞€

鈥滀腑绔骇鍝佸€熷姪涓庨珮绔搧鐗屽悎浣滄潵鍋氳惀閿€鐨勪簨鎯呭苟涓嶅皯瑙侊紝鑰屼笖閫氬父鎯呭喌涓嬫槸鐢遍珮绔搧鐗屾壙鎷呴闄┿€傝繖璁╅偅浜涜繕娑堣垂涓嶈捣濂緢鍝佺殑浜鸿兘澶熶綋楠岃繖涓搧鐗岋紝婊¤冻浠栦滑鐨勫績鐞嗛渶姹傘€傛ⅵ榫欎篃鍦ㄥ姫鍔涘己璋冨畠鍦ㄧ洰鏍囨秷璐硅€呭績涓槸涓€涓€樺彲娑堣垂濂緢鍝佲€欑殑涓珮绔啺娣囨穻鍝佺墝鐨勬蹇点€傗€漃eter Mack璇淬€

闄や簡Dolce&Gabbana锛屽拰姊﹂緳鍚堜綔杩囩殑鏃跺皻鍝佺墝杩樺寘鎷編鍥藉皯濂冲搧鐗孉lice+Olivia銆佽繕鏈変互涓哄ソ鑾卞潪鏄庢槦璁捐绾㈡绀兼湇鑰岄椈鍚嶇殑璁捐甯圸ac Posen銆傚墠鑰呬互姊﹂緳涓虹伒鎰熸潵婧愯璁′簡涓€濂楄糠浣犺绯诲垪锛屽悗鑰呬笓闂ㄧ敤24K閲戞墦閫犱簡涓€浠舵櫄绀兼湇鈥旀濂藉懠搴斿綋鏃跺垰鍒氫笂甯傜殑姊﹂緳閲戞矙宸у厠鍔涢洩绯曘€

鏈€缁堬紝鎵€鏈夊簲閭€璁捐鐨勩€佷互姊﹂緳涓虹伒鎰熸潵婧愮殑鏈嶈閮戒細琚槑鏄熺┛鐫€鍑哄腑娲诲姩锛屾垨鑰呰褰撳湴鐨勬ⅵ榫橮leasure Store鏀惰棌銆

杩欎簺鏉ヨ嚜鏃跺皻鍦堢殑璺ㄧ晫鍚堜綔璁╂ⅵ榫欎笉鍐嶄粎浠呮槸涓€鏀櫘閫氱殑宸у厠鍔涢洩绯曡€屽凡銆傗€滆仈鍚堝埄鍗庣殑钀ラ攢杩愮敤鐨勬槸鍙鍒舵ā寮忥紙Repeatable Mode锛夛紝褰撲竴涓ā寮忓湪鏌愪釜甯傚満杩愮敤鎴愬姛鍚庯紝鎴戜滑浼氭妸杩欎釜妯″紡杩愮敤鍒板叾浠栧浗瀹躲€傗€濆緪瀹囨窓璇淬€侾leasure Store鐨勫舰寮忎篃鏄厛鍦ㄦ缇庡競鍦鸿璇佸疄鍙鍐嶅紩鍏ヤ腑鍥界殑銆

鏃犺鏄綋楠屽簵杩樻槸鏃跺皻鍦堣法鐣岋紝纭疄鑳藉府鍔╂ⅵ榫欏揩閫熻繘鍏ヤ竴涓競鍦猴紝鎵撳搷鐭ュ悕搴︼紝浣嗛棶棰樻槸瀹冨拰姊﹂緳鍦ㄤ腑鍥借穿鍗栫殑浜у搧鏈韩瀛樺湪鐨勫樊璺濆緢鍙兘浼氳杩欎簺濂㈠崕鐨勮惀閿€鏂瑰紡閫傚緱鍏跺弽銆備竴涓緢澶х殑鍘熷洜鏄紝鍦ㄤ腑鍥斤紝姊﹂緳鐨勯攢鍞笭閬撲笌鍏朵粬鑱斿悎鍒╁崕鍐版穱娣嬩骇鍝佹病鏈夊お澶氬樊鍒€斿晢瓒呫€佷究鍒╁簵鍜岃杈规潅璐ч摵锛屽苟涓斾笌鍜岃矾闆叾浠栦腑浣庣浜у搧涓€璧烽檲鍒楋紝瀹炲湪闅句互璁╀汉涓庨珮绔啺娣囨穻鑱旂郴璧锋潵銆

鈥滃啺娣囨穻甯傚満涓婏紝鍟嗚秴銆佷究鍒╁簵绛夐浂鍞笭閬撳崰浜嗗ぇ閮ㄥ垎閿€閲忋€備笌鍐版穱娣嬮棬搴楄繖绉嶉楗笭閬撶浉姣旓紝闆跺敭娓犻亾鐨勯攢閲忔槸瀹冪殑10鍊嶃€傚鏋滆杩芥眰閿€閲忕殑璇濓紝鐢氳嚦杩炶矾杈瑰皬搴楅兘鏄搧鐗屼笉瀹瑰拷瑙嗙殑娓犻亾銆傗€濆緪濡備竴璇淬€

浣嗕綘浼氬彂鐜板悓鏍峰畾浣嶉珮绔殑鍐版穱娣嬪搧鐗屽搱鏍硅揪鏂紝鍦ㄨ繘鍏ヤ腑鍥界殑鍟嗚秴鍜屼究鍒╁簵閿€鍞椂锛屼篃浼氬崟鐙绔嬪啺鏌滆鑷繁鏄惧緱涓庝紬涓嶅悓銆

鈥滃鏋滄ⅵ榫欐兂褰诲簳鏀瑰彉瀹冨湪甯傚満涓婄殑瀹氫綅锛屽畠搴旇鎻愬崌宸у厠鍔涚殑鍝佽川锛屽鍔犲湪鍖呰璁捐涓婄殑鎶曞叆锛屼互鍙婃洿鍔犳敞閲嶉攢鍞笭閬擄紝鈥漃eter Mack瀵广€婄涓€璐㈢粡鍛ㄥ垔銆嬭锛屸€滅幇鍦ㄧ湅鏉ユ垜涓嶈涓哄畠浠湪鐪熸鎻愬崌鍝佺墝瀹氫綅锛屾垨璁稿畠浠彧鏄湪瑙i噴鑷繁涓轰粈涔堟瘮鍒殑鍐版穱娣嬫洿璐典竴浜涖€傗€

鐩稿叧鐑瘝锛姊﹂緳銆€浣撻獙搴銆€

涓婁竴绡囷細鎭掑ぇ鍐版硥: 浣犲湪娑堣垂鑰呭績鏅哄湴鍥句笂杩蜂簡璺紒
涓嬩竴绡囷細銆愭渚嬨€戜笉璧板甯歌矾锛佺湅钂欑墰濡備綍棰犺涓栫晫鏉惀閿€


About Joyk


Aggregate valuable and interesting links.
Joyk means Joy of geeK