论文题目迪奥五年营销计划
Marketing plan of Dior
Preface (1)
First, the marketing environment analysis (1)
Second, the enterprise image analysis (2)
Third, product analysis (2)
Fourth, consumer behavior analysis (3)
1, The main market (active clients) (3)
2,The secondary market is not active (customers) (3)
3, potential market (3)
Fifth, competitor analysis (3)
Sixth, Strengths, Weaknesses, Opportunities, and Threat (SWOT) Analysis (4)
Internal and external strengths of Christian Dior (S): (4)
Internal and external weaknesses (W): (5)
External opportunities (O): (5)
External threats (T): (6)
Seventh,marketing strategy and action plan (6)
1, Marketing objectives (6)
2, Strategy and action plan (7)
(1) Marketing objectives (7)
(2) Target market and positioning (7)
(3) Product strategy (7)
(4) Pricing strategy (8)
(5) Sales strategy analysis (8)
(6) Advertising strategy (9)
Eighth, planning implementation steps and plans (9)
In the advertising media (9)
In the magazine to choose (9)
Website promotion (10)
Ninth, planning the program cost budget (10)
Tenth, the expected effect of planning (10)
(1) The effect of expected effect on resource utilization (10)
(2) The expected effect of the product (11)
(3) Risk assessment (11)
Concluding remarks (11)
appendix (13)
Questionnaire——The Market Positioning of J’adore Perfume (13)
Preface
Dior is a famous French fashion brand. Since it was founded in 1946, Dior has been regarded as the name of gorgeousness and elegance. The main business of Dior is selling high-grade consumer goods, such as woman's, man's clothing, children clothing, jewelry, perfume, cosmetics, color makeup, glasses, watches, Dior mobile phone. Especially, its brand of man’s clothing has became Dior man’s clothing independently. Whether fashion, cosmetics, or other products, Dior is now in the top of fashion fields.
Dior's new designs always shocked the fashion marketing after that time it made Christian Dior's company became more and more famous. A lot of Dior's stores appeared in Paris, Hollywood, New York. It was well known as a luxury label from that time all over the world.
For developing and expanding its market, Christian Dior began to add some other products not only clothes, but also fashion and leather goods, watches and jewelries, wines and spirits, perfumes and cosmetics.
Perfume sales around the world continue to reduce the situation, Paris and New York perfume manufacturers began to look at China as a key. As a matter of fact, Chinese people do not have the habit of use perfume in the past, in the history of China also can not find the root cause of perfume culture. In China, perfume is a fresh thing. Until the 20th century, the Chinese people began to use the bath product of perfume, the function of the products is refreshing and drive midge. Until the 1980 s, the perfume of the west began to introduce China, until today, Chinese consumers still prefer the smell of light and simple. In recent years, with the economic level, people pursuit of beauty is not just confined to the external clothing, makeup, more and more fashionable gens by "body" to show their own taste and temperament.
First, the marketing environment analysis 1, the fragrance market is more and more appear younger trend. Modern women to work out more and more, the descent of the ages, perfume market presents the saturated state, in a relatively reduced
2, a large number of new products listed perfume, perfume manufacturers bear the corresponding risks, namely consumers face many do not know how to start the result of the perfume. Perfume quality determines the future global perfume market, high-grade perfume markets around the world as much as $18.7 billion, 60% of the cosmetics market. See from this, the product quality is an indispensable factor 3, market report to be released from MINTEL's view, most of the customers at the grocery store can buy high-grade perfume, perfume to public market so this makes a grocery store destination has become more and more consumers to buy
