市場(chǎng)學(xué)paper模板：Overview of Dior's Advertising Strategy
本文是市場(chǎng)學(xué)專業(yè)的paper范例，題目是“Overview of Dior's Advertising Strategy（迪奧廣告策略概述）”，1947年，克里斯汀·迪奧設(shè)計(jì)了一款新型的時(shí)裝，之后，他又設(shè)計(jì)了一款香水來(lái)襯托這件衣服，這就是迪奧香水的開端。迪奧發(fā)明后，這類香水一直是法國(guó)最先進(jìn)的香水。“在法語(yǔ)中，迪奧的意思是‘上帝’和‘黃金’，這就是為什么迪奧的產(chǎn)品總是金色的。自1974年以來(lái)，“華麗”和“優(yōu)雅”一直被用來(lái)形容迪奧。當(dāng)你買了一瓶迪奧，你買了一個(gè)夢(mèng)想。2009)“女人變得浪漫，因?yàn)椴煌愋偷牡蠆W香水。
迪奧，就像一面神奇的鏡子，讓女人找到可以創(chuàng)造奇跡的自己。在所有類型的香水中，迪奧是最接近女性夢(mèng)想的。根據(jù)百度(2009)，21世紀(jì)的早期，新一代的年輕女性都渴望夢(mèng)想和現(xiàn)實(shí)。他們都希望自己有吸引力，迪奧為他們?cè)O(shè)計(jì)了這款香水。這完全是為了展示他們的魅力，讓他們的夢(mèng)想成為現(xiàn)實(shí)。(百度，2009)這就是為什么迪奧的香水永遠(yuǎn)閃亮，明亮，清晰，包括慷慨和秘密。迪奧成為現(xiàn)代世界香水的象征。更有力的廣告有效的展示了Dior，讓女性對(duì)這個(gè)產(chǎn)品感興趣。
In 1947, Christian Dior designed a new style of fashionable dress, after that, he design a perfume to foil the clothes and that was the beginning of Dior’s perfume. After Dior have been invented, this type of perfume has been the best advanced perfume in France. “In French the meaning of Dior is’God’and’Gold’, and that’s why the products are always golden. Since 1974, ‘magnificent’ and ‘elegant’ are always used for described Dior. When you buy a bottle of Dior, you have bought a dream.(Baidu. 2009)” Women become romantic, because of the different type of Dior’s perfume. Dior, like a magical mirror, makes the women find themselves who can create the miracle. In all types of the perfume, Dior is the closest to women’s dreams. According to Baidu (2009), the early years of the 21st century, a new generation of young women all thirst for both dream and reality. They all hope they are attractive and Dior created the perfume for them. It is utterly to show their glamour and let their dreams become the reality. (Baidu, 2009) That is why the Dior’s perfume shinning forever, bright, clear, including generous and secret. Dior becomes a symbol of perfume in the modern world. The stronger advertisement show Dior effectively which makes the women interested in this product.
Theory and Definitions
Marketing理論和定義
Marketing is about giving the right product, to the right customers, at the both right pries and right time. Moreover marketing is not just selling the product to the consumers. As a result, before they sell the product they will find out what consumers like (Anderton et al 2008).
市場(chǎng)營(yíng)銷是在正確的價(jià)格和正確的時(shí)間給正確的客戶提供正確的產(chǎn)品。此外，營(yíng)銷不僅僅是把產(chǎn)品賣給消費(fèi)者。因此，在銷售產(chǎn)品之前，他們會(huì)了解消費(fèi)者喜歡什么(Anderton et al 2008)。
Market Mix市場(chǎng)組合
Market mix is the marketing for what the consumers want and it includes the product, price, promotion and place. It is important to balance the four parts to make it more effective. So the four parts must fit together well (Anderton et al 2008).
市場(chǎng)組合是指為滿足消費(fèi)者需求而進(jìn)行的營(yíng)銷活動(dòng)，它包括產(chǎn)品、價(jià)格、促銷和地點(diǎn)。重要的是平衡這四個(gè)部分，使它更有效。因此，這四個(gè)部分必須很好地配合在一起(Anderton et al 2008)。
Market Segmentation
Producers use the information in the marketing research to support what consumer’s needs and put them into many groups with the same characteristics, such as Dior is the product for women use. Geographically, demographically, psychographically and behaviourally are the four main ways in which consumers tend to be segmented (Anderton et al 2008).
Aims目標(biāo)
Study
From the viewpoint of EAP, the report improve student’s writing skills, and also improve the independent skills of this aspect of study. On the other hand, students also learn the knowledge of marketing. In summary, writing the report is good for improve students’ study skill.
從EAP的角度來(lái)看，報(bào)告提高了學(xué)生的寫作技能，也提高了這方面學(xué)習(xí)的獨(dú)立技能。另一方面，學(xué)生也學(xué)習(xí)市場(chǎng)營(yíng)銷的知識(shí)。總之，寫報(bào)告有利于提高學(xué)生的學(xué)習(xí)技能。
The advertisement
The advertisement shows the attractive to the consumers, and help consumers to know how good are the products. At the same time, it is a good chance to know the market of this product, and know the market of this product, and know how the business ways of this product work.
Findings發(fā)現(xiàn)
The advertisement describes a sexy young lady with a pink background. The pink color means feminine. That means this product was used by women who have lot of money. In this advertisement, you can see the perfume clearly; it’s shining and makes the perfume looks have some magic in it. If the women use it, the magic will make the user become attractive. The advertisement shows that everyone can own the perfume and use its magic. If the women use this perfume, they will shine just like the perfume. As a result, that means use this perfume will become feminine. Watch the lady; she looks very weak, and she shows the attract. On this special style, this production shows the costly, and explain the bright, shining fashionable girl. This perfume is attractive, like the opening flowers with the special smell around everywhere. It is special including with the fresh perceptual style with the perfect woman; builds a really wonderful skin in the advertisement. The color of the box is shining and bright, and the bottle includes all the styles special attract in the design. From inside to outside, she is in the pink, and let people remained the perfect skin of the world.
廣告描述了一個(gè)粉紅色背景的性感年輕女士。粉紅色意味著女性化。也就是說(shuō)，使用這種產(chǎn)品的是那些很有錢的女人。在這個(gè)廣告中，你可以清楚地看到香水;它是閃亮的，使香水看起來(lái)有一些魔力。如果女性使用它，魔法將使使用者變得有吸引力。廣告表明每個(gè)人都可以擁有這種香水并使用它的魔力。如果女性使用這種香水，她們就會(huì)像香水一樣閃亮。因此，這意味著使用這款香水將變得更加女性化。看那位女士;她看起來(lái)很虛弱，也很吸引人。在這個(gè)特殊的風(fēng)格上，這個(gè)作品展示了昂貴，并解釋了明亮，閃亮的時(shí)尚女孩。這款香水很吸引人，就像到處都是開放的花朵，散發(fā)著特別的香味。獨(dú)特的包括和完美女人的新鮮感性風(fēng)格;在廣告里做了一個(gè)非常棒的皮膚。盒子的顏色是閃亮和明亮的，瓶子包含了所有的風(fēng)格特別吸引在設(shè)計(jì)。從內(nèi)到外，她是粉紅的，讓人們保持著完美的肌膚世界。
Discussion討論
Market Segmentation
According to Anderton et al (2008), the geographical of the Dior is in France, because France is the place where Dior’s produced at the beginning, and also China or America, because of these two countries all have large markets. Secondly, the demographically of the gender are women, and the age of the perfume are between all the age of the women. The social class of Dior is using by the high salary people. This produce is the costly, and it’s not every can buy it. Finally, behaviourally is the hobby consumers have. Dior is the costly, and some consumers think buy the costly will make them become dignity, and that’s the hobby some consumers have.
根據(jù)Anderton et al (2008)， Dior的地理位置在法國(guó)，因?yàn)榉▏?guó)是Dior最初生產(chǎn)的地方，也有中國(guó)或美國(guó)，因?yàn)檫@兩個(gè)國(guó)家都有很大的市場(chǎng)。其次，人口統(tǒng)計(jì)學(xué)上的性別是女性，而香水的年齡在所有女性的年齡之間。迪奧的社會(huì)階層被高薪人士所利用。這種農(nóng)產(chǎn)品很貴，不是每個(gè)人都能買到的。最后，行為上是消費(fèi)者的愛好。迪奧是昂貴的，一些消費(fèi)者認(rèn)為買昂貴的會(huì)讓他們變得有尊嚴(yán)，這是一些消費(fèi)者的愛好。
Market Mix市場(chǎng)組合
According to Anderton et al (2008), there are four parts of the marketing mix, the first is part is the product, and the second part is the price. The price of the Dior is high, and it is just suitable for the high salary consumers. In the advertisement, the perfume’s bottle is shinning for the promotion, TV advertisement is one of the useful ways, internet is another useful ways, and the advertisement of Dior is usually present in the internet. This lady in the picture is Celine Dion, and she is the famous singer in twenty century. The advertisement have improved the product. The last marketing mix is the place. Place is where the consumers buy the product with high-frequency. Dior has many consumers in France, China and America.
根據(jù)Anderton et al(2008)，營(yíng)銷組合有四部分，第一部分是產(chǎn)品，第二部分是價(jià)格。Dior的價(jià)格很高，正好適合高工資的消費(fèi)者。在廣告中，香水的瓶子在為促銷而發(fā)光，電視廣告是一種有用的方式，互聯(lián)網(wǎng)是另一種有用的方式，迪奧的廣告通常會(huì)出現(xiàn)在互聯(lián)網(wǎng)上。圖片中的這位女士是席琳·迪翁，她是二十世紀(jì)著名的歌手。廣告改進(jìn)了產(chǎn)品。最后一個(gè)營(yíng)銷組合是地點(diǎn)。Place是消費(fèi)者高頻購(gòu)買產(chǎn)品的地方。迪奧在法國(guó)、中國(guó)和美國(guó)有很多消費(fèi)者。
Conclusion結(jié)論
In conclusion, according to the Dior’s perfume shows the four types of segmentation and 4Ps in marketing research. In discussion, in the different segmentation are showing how the 4Ps describe the Dior’s perfume. The bottle of the Dior’s perfume is the shining style. That is show the products value. And that is why consumers pay attention to this product. The advertisement choose this young beautiful lady to attract the consumers to buy the product, and to show how attractive the produce is.
綜上所述，根據(jù)迪奧的香水顯示了四種類型的細(xì)分和4Ps在營(yíng)銷研究。在討論中，在不同的細(xì)分顯示了4p如何描述迪奧的香水。迪奧香水的瓶子是閃亮的風(fēng)格。也就是展示產(chǎn)品的價(jià)值。這就是消費(fèi)者關(guān)注這個(gè)產(chǎn)品的原因。廣告選擇這位年輕美麗的女士來(lái)吸引消費(fèi)者購(gòu)買產(chǎn)品，并展示產(chǎn)品是多么有吸引力。
Recommendation建議
Dior’s perfume is very popular and high class, and the advertising really in the magazine but no where else. If put some advertise in the internet or in TV, it will become more influences. According to this report, it includes EAP and business study. In this process, I know how to find the advertisement and show all background I can see. From writing this report, I have increased the organization of writing report. In addition, I learned how to use the skill to discuss the advertisement. I think Dior need to increase the different promotion such as TV advertisement and the internet.
迪奧的香水非常流行和高檔，廣告真的是在雜志上，而不是在其他地方。如果把一些廣告在互聯(lián)網(wǎng)或電視，它將成為更大的影響。根據(jù)這份報(bào)告，它包括EAP和業(yè)務(wù)研究。在這個(gè)過程中，我知道如何找到廣告，展示所有我能看到的背景。從寫這篇報(bào)告開始，我增加了寫報(bào)告的組織性。此外，我還學(xué)會(huì)了如何運(yùn)用這個(gè)技巧來(lái)討論廣告。我認(rèn)為Dior需要增加不同的推廣，比如電視廣告和互聯(lián)網(wǎng)。
留學(xué)生dissertation相關(guān)專業(yè)范文素材資料，盡在本網(wǎng)，可以隨時(shí)查閱參考。本站也提供多國(guó)留學(xué)生課程paper寫作指導(dǎo)服務(wù)，如有需要可咨詢本平臺(tái)。
