迪奥品牌定位策划书

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迪奥品牌定位策划书.

迪奥品牌定位策划书一、市场调研分析1.中国市场分析2.本项目分析3.竞争者对比分析4.香水市场调研总结5.市场调查结论二、市场细分1.区域细分2.客户群细分3.心里细分4.行为细分5.闪耀高端市场6.联姻高档百货7.不平衡的双向选择三、目标客户群定位四、市场定位1.定位方法2.定位策略五、营销策划1.广告策略2.公关策略一.市场调研分析1.中国市场分析•在全世界的香水销售量目前持续降低的情形下,巴黎和纽约的香水制造商开始将中国作为重点。

而事实上,中国人过去并没有使用香水的习惯,在中国历史上也找不到香水的文化根源。

在中国,香水仍是一件相对新鲜的事物。

中国人直到20世纪初才开始使用带香味的沐浴用品—这些产品的功能是提神和预防蚊虫。

直到1980年代,西方的香水才开始被引进到国内,而直到今天,中国消费者仍然偏好轻盈而简单的气味。

迪奥从1949年一直发展到今天,备受人们关注,它是时代潮流前进的代表作,也是一种尊贵的象征。

2.本项目分析•迪奥香水拥有丰厚的经验,1947年在法国巴黎,由创始人迪奥创立。

走过几十载不被遗忘,所以研究迪奥香水,可以让我们充分了解市场,以及对其不足,加以修正。

3.竞争者对比分析•与迪奥想媲美的品牌,例如:香奈儿、兰蔻、Annasui、安安国际。

•Annasui气味比较好闻,比较适合刚开始用香水的人。

迪奥不适合刚使用香水者,且在价格方面高于同类产品。

如果就包装而言,迪奥更具吸引力。

正因为它的高价位使它成为香水之王,尊贵地位的象征。

4.香水市场调研总结近年来,随着人们经济水平的提升,人们对美的追求不仅仅局限在外在的衣着,化妆上,越来越多的时尚一族通过“体香”来展示自己的品位和气质。

那么,究竟是哪些人推动了香水的消费热潮?“香香一族”又具有哪些明显的特征,这些问题是很多业内人士和消费人群关注的焦点。

近日,鄙人通过网络调查的方式对香水消费人群做了一次抽样调查。

时尚一族的宠儿在影视公司工作的王小姐说。

迪奥营销活动策划方案

迪奥营销活动策划方案一、市场背景分析随着时尚行业的发展和消费者对品牌的认可度不断提高，迪奥（Dior）作为一家国际知名的奢侈品牌，已经在全球范围内树立了品牌形象和市场地位。

然而，面临着持续激烈的市场竞争，迪奥需要不断创新和提升自身的品牌价值和市场份额。

二、目标群体分析1.性别：男女皆可，但以女性为主2.年龄：20岁以上的成年人3.收入水平：中高收入群体4.职业：白领、自主创业者等5.地域以大城市为主要目标市场三、目标市场定位迪奥作为奢侈品牌，目标市场主要定位于追求时尚、追求品质、有一定消费能力的中高收入人群。

通过高品质的产品、独特的设计和豪华的购物体验，迪奥旨在成为消费者心目中的奢侈品牌首选。

四、营销目标1.提升品牌知名度：通过广告宣传、合作推广等方式提升迪奥品牌的知名度和美誉度。

2.增加销售额：通过产品促销、打折活动等方式增加销售额，并提高顾客的忠诚度。

3.提高客户满意度：通过提供优质的购物体验和售后服务，提高客户的满意度，并增加顾客的复购率。

五、营销策略1.全球联动的广告宣传：通过电视、网络、纸媒等多渠道的广告宣传，展示迪奥的产品、品牌故事和时尚形象，增加品牌的知名度和美誉度。

2.明星代言和合作推广：与知名明星合作进行产品代言和推广合作，通过明星效应吸引消费者的关注和购买欲望。

3.线上线下的购物体验：在线上线下同步推出购物活动，如线上购物节、线下VIP活动等，吸引顾客参与，并提供独特的购物体验和优惠活动，增加销售额。

4.积分和会员制度：建立会员制度，给予会员优惠和积分奖励，并通过礼品兑换、生日礼物等方式增加顾客的忠诚度和满意度。

5.定期推出限量版产品：定期推出限量版产品，通过稀缺性和独特性吸引消费者购买，同时增加产品的收藏价值和品牌形象。

六、营销活动方案1. “我们的时尚故事”广告系列活动通过迪奥品牌故事的宣传，讲述迪奥产品的设计理念、创作背后的故事和悠久的品牌历史，增加消费者对迪奥的了解和认同感。

迪奥晚宴品牌方案

迪奥晚宴品牌方案1. 方案背景迪奥（Dior）是法国时尚奢侈品牌，创始人为克里斯汀·迪奥（Christian Dior），创立于1946年。

迪奥以其优雅、浪漫的设计风格，成为世界顶级奢侈品牌之一。

迪奥晚宴品牌方案是为了推广以晚宴为主题的迪奥产品系列，通过独特的晚宴体验，展示迪奥的品牌价值与形象。

2. 方案目标•提升迪奥品牌形象与知名度；•增加迪奥晚宴系列产品销售额；•扩大迪奥在奢侈品市场的份额；3. 方案内容3.1 晚宴主题•精致奢华：通过选址高档场地、精心布置的晚宴场景，展现迪奥的奢华风格；•独特创意：每场晚宴都以不同的主题创意为核心，打造独一无二的晚宴体验；•宴会礼仪：注重每一个细节，从服务到用餐礼仪，营造上流社会的优雅氛围；3.2 晚宴流程•酒会：晚宴前的酒会环节，提供精选红酒、香槟等高级饮品，为宾客们带来热烈的开场；•晚宴：菜单搭配精心挑选的美食佳餚，将迪奥的产品与优雅的晚宴氛围相结合，为宾客们带来无与伦比的味觉享受；•表演：在晚宴过程中，安排高水准的音乐、舞蹈、表演等表演节目，增加晚宴的娱乐性和艺术性；•礼品：晚宴结束时，赠送限量版迪奥礼品作为感谢，让宾客感受到迪奥的尊贵与品质；3.3 晚宴推广与营销•社交媒体宣传：通过迪奥官方社交媒体账号，发布晚宴相关信息、现场照片等内容，吸引更多目标受众的关注；•名人助阵：邀请知名明星、名人出席晚宴，并通过他们在社交媒体上的推广，扩大迪奥晚宴的曝光度；•媒体合作：与时尚杂志、电视节目等媒体合作，在晚宴前进行品牌宣传，提前预热晚宴的氛围；•线下宣传：在迪奥专卖店、高档百货等地方设置海报、展示柜，展示晚宴相关信息，并提供试穿、试用等体验；4. 方案实施•选定合适的时间和地点，进行晚宴的筹备工作；•邀请合适的宾客群体，并进行相关的邀请函发送；•策划晚宴主题与流程，并进行相应的场地布置、菜单搭配、表演安排等工作；•同时进行推广与营销工作，包括社交媒体宣传、名人邀请、媒体合作等；•在晚宴结束后，进行活动总结与评估，以及客户反馈调查；•根据总结和评估结果，进行下一步晚宴活动的优化与改进。

迪奥口红营销策划方案

迪奥口红营销策划方案一、市场分析1. 口红市场概况随着经济的快速发展和人们生活水平的提高，口红市场整体呈现出快速增长的态势。

口红已经成为每个女性日常美妆必备品之一，无论是平价品牌还是奢侈品牌，口红都是其中的热销品。

根据市场调查数据显示，国内口红市场年复合增长率约为10%，市场规模已经接近500亿元。

由于国内口红市场竞争激烈，各品牌在产品创新、营销策略等方面的投入逐渐增加。

2. 迪奥口红市场竞争分析迪奥口红作为奢侈品品牌，以其独特的品牌魅力和高品质的产品而受到消费者的喜爱。

然而，在市场上，迪奥口红也面临着来自其他奢侈品牌以及平价品牌的竞争。

香奈儿、兰蔻、纪梵希等品牌的口红在市场上也有较高市场份额，与迪奥口红直接竞争。

此外，国内知名平价品牌如玛丽黛佳、美宝莲等也逐渐提高了产品品质，增加了产品种类，进一步加剧了市场竞争。

二、产品定位1. 确定目标消费者迪奥口红的目标消费者是具有一定经济实力、崇尚时尚、关注个人形象、愿意尝试新产品的年轻女性。

她们追求独特和高质量的产品，乐于花费较高的价格购买自己喜爱的产品。

2. 确定产品定位迪奥口红应以高品质、高端奢华为产品定位。

通过产品设计、包装、色彩等方面的差异化，强调产品的独特性和高品质，进一步突出与竞争对手的差异化优势。

三、营销策划方案1. 产品创新迪奥口红应不断进行产品创新，提供更多样化的产品系列，以满足不同消费者的需求。

例如，推出丰富的颜色系列，不同颜色适用于不同场合和个人风格，扩大产品的适用性和可选择性。

2. 品牌宣传通过品牌宣传来提高迪奥口红的品牌知名度和美誉度。

可以与知名艺人、时尚博主、美妆达人等合作，开展代言活动、广告宣传和线上线下活动。

通过社交媒体平台如微博、微信、抖音等，发布相关内容，吸引消费者的关注和参与。

3. 重视线下体验在品牌形象店、百货商场等线下实体店铺中，提供良好的购物体验，引导消费者尝试和购买产品。

可以设计个性化的试妆区域，邀请专业的美妆顾问提供一对一的咨询和指导。

迪奥营销策划方案

迪奥营销策划方案一、概述本营销策划方案旨在帮助迪奥增加市场份额、提升品牌形象、吸引更多新客户和维护现有客户。

通过市场调研、竞争分析和消费者洞察，我们将制定一系列针对性的营销策略，包括产品创新、品牌推广、渠道扩展和客户关系管理。

二、市场分析1. 迪奥的品牌定位和竞争优势：迪奥的品牌定位为高端奢侈品，主要以时装、香水、彩妆和皮具等产品为主。

迪奥在设计、质量和品牌形象上有很高的声誉，这也是其竞争优势所在。

2. 市场竞争形势：迪奥面临着来自其他奢侈品牌（如LV、Gucci和Chanel等）的激烈竞争。

这些品牌不断推出新产品和创新设计，吸引了一大批忠实的顾客群体。

3. 消费者需求：现代消费者对奢侈品的需求不再仅仅停留在产品本身，更加注重个性化和多样性。

他们希望通过购买奢侈品来展示自己的品味和身份，并期望获得与品牌的更深层次的互动和体验。

三、市场营销策略1. 产品创新：迪奥应该加大对产品创新的投入，推出更具吸引力的新款产品。

例如，迪奥可以在彩妆产品中增加更多的色彩选择，并结合时下流行的化妆趋势，满足消费者对于个性化的需求。

2. 品牌推广：迪奥需要注重品牌推广，提升品牌形象和知名度。

可以通过与明星签约合作，在时装秀、电视广告和社交媒体上进行宣传，吸引更多的目标客户。

3. 渠道扩展：迪奥可以考虑扩大产品销售渠道，包括线上和线下渠道。

在线上方面，迪奥能够提升官方网站的购物体验，加强网上商城的推广，并与电商平台进行合作。

在线下方面，迪奥可以开设更多的实体店铺，扩大市场覆盖面。

4. 客户关系管理：迪奥应该注重与现有客户的关系维护和发展，通过提供优质的售后服务、个性化的推荐和礼品赠送等方式，增强客户的忠诚度和购买欲望。

迪奥可以通过建立会员制度和定期进行客户调研，获取消费者反馈和需求，以及更好地满足他们的期望。

四、执行和评估1. 执行计划：制定详细的执行计划，包括具体的时间表、责任人和预算。

确保策略的执行得到有效的实施。

迪奥真我香水广告策划书

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预算分配
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02
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媒体购买费用：250,000元
网络推广费用：50,000元
活动策划与执行费用： 50,000元
其他杂费：50,000元
合作伙伴选择
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02
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摄影合作伙伴
选择具有丰富经验和专业技术的摄影团队，能够根据广告需求提供高质量的拍摄方案。
模特合作伙伴
选择具有高人气和良好形象的模特，能够演绎迪奥真我香水的品牌形象。
总结词
国际巨星、气质出众、女性魅力
详细描述
代言人应选择国际巨星，形象气质与迪奥品牌相契合，能够展现出女性魅力和个性的代言人，如巩俐或章子怡。
拍摄地点与布置
总结词
豪华、浪漫、神秘
详细描述
拍摄地点应选择具有豪华和浪漫氛围的地方，如巴黎的某个古老城堡或高级酒店，布置上应突出迪奥品牌的标志和香水的独特魅力，采用灯光和布景来营造出神秘和浪漫的氛围。
创意概念
1 2
真我精神
真我香水代表了女性的独立精神和自我表达，广告创意要突出这Βιβλιοθήκη 特点，展示女性自信、优雅的形象。
情感共鸣
通过感人的故事情节和音乐，激发消费者的情感共鸣，使她们对品牌产生情感依恋。
3
产品特点展示
在广告中要充分展示真我香水的特点，如花香、果香、木香等，以及其持久性、舒适度等产品优势。
活动合作伙伴
选择具有策划和执行能力的活动公司，能够协助举办线下推广活动。
效果评估与调整
根据广告投放后的反馈数据，对广告效果进行实时监测和评估。
根据评估结果，对广告策略进行调整和优化，提高广告效果。
05
风险与应对措施

迪奥市场营销策划PPT课件

奥茉莉花女士淡列
颜修护系列
香水
DIORLING
迪奥CD金色女郎（真我）女香
Dior迪奥密集修 DIOR SOFT
2021 护精华露
10
迪奥产品生命周期分析
• ——以香水系列来分析
• 香水系列属于明星产品
• 在产品生命周期中属于成长期
• 成长期营销策略：1.不断研制新的味道，大胆突破。2.寻找新的市场。3.增加香水的广告宣传力度，请国际知名明星代言。
O 客户群的扩大趋势或产品细分市场。香奈儿的消费群体还可以扩大，从高消费的奢侈品逐渐向中低档消费品转变，以满足更多消费者的需求。能技术向新产品新业务转移，为更大客户群服务。产品面向专业化来设计，研制出更多适合各国各地区消费者需求的香水，研发一些能够满足中低档消费水平的香水产品，从而开拓更广阔的市场。3 市场进入壁垒降低
2021
11
2.定价策略
真我香水价格定位于高端
产品：真我香水以玫瑰和大马士革梅的花果香调。绝对的女性气质：现代优雅，明亮感性！真我香水价格以品质为保证相对价格居高面向真正懂香水的群体基本无折扣但是像香港那边有免税店价格比大陆购买便宜
产品之价：商品规格：50ml 市场价格：¥520 商品规格：100ml 市场价格：¥999
成长期
市场增长率
金牛：迪奥彩妆
导入期
瘦狗：迪奥男装
成熟期
衰退期
-10%
2021
4
STP分析
1.市场细分
年龄细分职业：细分行为细分
22～45岁的高层白领女士、时尚年轻女士、阔太太 18～22岁的未婚白领时尚女性
高层白领美容师化妆师明星

DIOR口红价格营销策划方案

DIOR口红价格营销策划方案一、背景分析随着经济的发展和人们生活水平的提高，化妆品行业近年来发展迅速。

口红作为化妆品中的重要品类之一，在市场上享有广泛的受欢迎度。

DIOR作为国际知名奢侈品牌，其口红产品一直以来都备受消费者追捧。

然而，在国内市场，DIOR口红的高价格一直是消费者购买时的一大考虑因素。

因此，我们需要制定一套合理的DIOR口红价格营销策划方案，以推动销售增长，提高市场占有率。

二、目标设定1. 提高DIOR口红品牌知名度和美誉度；2. 提高DIOR口红产品的市场占有率；3. 在保持利润的同时，降低DIOR口红产品的价格，让更多消费者能够接受和购买。

三、目标消费者分析目标消费者主要包括以下几类：1. 高端消费者：对奢侈品有较高的追求，追求品牌形象和品质；2. 时尚潮流消费者：追求个性和时尚，希望展示自己的独特风格；3. 年轻消费者：对新品和限量版产品非常感兴趣，接受新鲜事物。

四、定位策略DIOR口红在市场上定位为高端奢侈品口红，强调品牌形象和品质。

为了提高市场占有率，我们可以在保持品牌定位的前提下，通过价格调整和营销策略的改变，吸引更多的消费者。

五、核心营销策略1. 价格调整：根据目标消费者的需求和市场竞争情况，适当降低DIOR口红的价格。

可以考虑推出不同价格档次的产品线，以满足不同消费层次的需求。

2. 增加产品种类：推出更多款式和颜色的口红产品，满足消费者多样化的需求，提高产品的市场竞争力。

3. 营销活动：组织线上线下的营销活动，如购物季促销、限时折扣、赠品活动等，吸引消费者参与购买，并提高DIOR口红的销售量。

4. 与明星合作：邀请明星代言DIOR口红，增加品牌的曝光度和影响力，在博主和明星粉丝中推广产品。

5. 社交媒体营销：利用微博、微信、抖音等社交媒体平台，发布有关DIOR口红的优惠活动、使用心得、产品介绍等内容，吸引目标消费者的关注和购买意愿。

六、具体实施方案1. 价格调整：a. 根据市场竞争情况，适当降低DIOR口红产品的价格。

迪奥活动营销策划方案

迪奥活动营销策划方案一、背景及目标迪奥（Dior）是世界著名的奢侈品牌，产品涵盖香水、彩妆、护肤品等，以高品质和时尚感受而备受消费者追捧。

在激烈的市场竞争中，为了增强品牌影响力，提升销售额，迪奥需要开展一系列活动营销策划，以吸引更多目标消费者，传递品牌价值，并促进消费。

本文将详细描述迪奥活动营销策划方案，帮助迪奥达到以下目标：1. 提升品牌知名度和影响力；2. 吸引目标消费者参与品牌活动；3. 增加销售额，提高盈利能力。

二、目标受众分析1. 女性消费者：迪奥的主要消费群体是女性，年龄分布从青少年到中年不等。

这些女性注重时尚、品质和个性化，对迪奥的产品有较高的兴趣。

2. 高端人群：迪奥的产品价格相对较高，定位于高端市场。

因此，目标受众中的高收入人群是迪奥的重要消费者群体。

3. 社交媒体用户：随着社交媒体的普及，越来越多的消费者通过社交媒体了解、购买奢侈品。

因此，迪奥需要在社交媒体平台上开展活动以吸引这一目标受众。

三、策略与实施1. 品牌推广活动（1）合作推广：迪奥可以与一些知名的时装设计师、名人或艺术家进行合作，推出联名款式或限量版产品。

这样的合作可以吸引目标受众的眼球，增加品牌的知名度和独特性。

（2）时尚发布会：迪奥可以定期举办时尚发布会，展示最新款式和产品。

通过邀请媒体、名人和意见领袖，迪奥可以在发布会上传递品牌价值，并吸引更多目标受众的关注。

2. 线上营销活动（1）社交媒体互动：迪奥可以在社交媒体平台上开展互动活动。

例如，举办线上抽奖活动，参与者可以在迪奥的官方账号下评论或发布图片，获取参与抽奖的机会。

这样的活动可以增加社交媒体用户的参与度和品牌曝光度。

（2）网上商城优惠：迪奥可以在自己的官方网上商城上推出一些独家的优惠活动，如限时折扣、购物礼品等。

这样可以吸引消费者在官方渠道购买，并增强品牌忠诚度。

3. 线下体验活动（1）定制化服务：迪奥可以为顾客提供定制化服务，如定制香水瓶、彩妆盘等。

通过为消费者提供独特的定制体验，迪奥可以增加消费者对品牌的认同感和忠诚度。

迪奥目标市场分析

迪奥目标市场分析
迪奥是一家享誉全球的奢侈品牌,其产品线涵盖时装、化妆品、香水、手袋、鞋履等多个领域,定位于高端奢华市场。

迪奥的目标市场主要包括以下几个方面：
1.高端消费群体：迪奥的产品价格较高,主要面向高端消费者,这些消费者对品牌的认知度较高,对奢侈品的体验和品质要求也较高。

他们经常购买高品质的奢侈品,并为此付出较高的代价。

2.时尚潮流人群：迪奥的时尚设计风格深受时尚潮流人士的青睐,这些人群注重产品的设计感和个性,喜欢尝试新鲜事物去追求时尚品味和生活方式的改变。

他们对产品的品质和时尚感非常重视。

3.化妆品爱好者：迪奥的化妆品系列广受欢迎,这些产品涵盖了护肤品、彩妆品、香水等多个方面,定位于高端化妆市场。

迪奥化妆品的消费人群通常是那些关注皮肤保养、热衷于美容的女性。

4.奢侈品收藏家：迪奥的限量版产品和普通产品版式也深受奢侈品收藏家的追捧,这些收藏家们深信迪奥的产品是收藏品值得投资的地方。

总的来说,迪奥的目标市场主要是关注时尚、追求品质、重视价值和品牌故事的高端消费者。

以Dior为例分析服装品牌的策划推广

以Dior为例分析服装品牌的策划推广作者：唐果来源：《文艺生活·下旬刊》2019年第11期摘要：Dior作为来源于法国的知名时尚品牌，在时装、珠宝及手表、香水、彩妆和护肤等领域都有着显著的品牌优势地位，多年来Dior正式基于自身的时尚营销能力和品牌建设能力，所以一直在创造时尚、引领时尚、演绎时尚魅惑;不断赋予迪奥品牌自信，活力，优雅，卓越与奢华的品牌内涵，进而最终奠定了自身的品牌优势，地位。

关键词：dior;策划;推广中图分类号：F274;F426.86文献标识码：A文章编号：1005-5312（2019）33-0285-01一、推广案例分析———以Dior为例（一）文化鲜明的品牌形象定位1945年战争结束之后，物质依然匮乏，一切都等待着被洗涤，一切都等待着被改变。

1947年2月12日，“新面貌”时装发布会举办，这次服装展被誉为巴黎形象的再生，迪奥的时装是极具奢华的她的群为周长可达四十米用料更是非常考究。

当时社会的实际情况被迪奥彻底忽略了，在战后各种物资极度缺乏的状况下这种需要大量布料的豪华女装简直是冒险。

出乎意料的是，女人们很快就开始大量采购面料来做这种新的样式，好像400万法国人在一夜之间抬起了头，重新回到那种享乐荣耀，充满爱和健康的生活中。

时装并不仅仅是物质的，它往往会超越现存社会秩序，传递一个民族最深处的心声。

Dior 在品牌定位与当时社会现状有强烈的不符，但他看到了当时巴黎女性对时尚回归的强烈渴望，看到法国时装界对于回归巅峰的渴望，奢侈豪华的服装是巴黎传统时装的最具独特代表性的突破点，也是被大众了解、熟知的。

人们在自己所熟知的领域，往往会引发更多的关注和讨论。

当Dior将这种独特性与时代风格相结合设计出简洁却华贵的服装时候，能够引发社会的高度关注和讨论。

同时品牌定位与社会现状冲突，给Dior带来了社会舆论针对Dior的奢侈与华贵的激烈的对立争议，但这一点恰恰是Dior品牌的核心识别，也是Dior的生命力所在。

Dior公司战略管理

二、迪奥的信息管理系统
• 以高层管理人员为主导，利用计算机软硬件，手工作业，分析、计划、控制和决策模型提供信息支持企业，为数据库提供了运行、管理和决策功能。
• 加强信息的生命周期——做好收集，传输，加工，使用，维护等工作。
• 优化信息采集方法，利用迪奥的品牌优势加大信息采集范围，使得自上而下有目的的采集相关信息。
较大的品牌张力
3、创新优势：时刻在创新，始终
引领世界潮流风尚
4、资源优势：世界顶尖级设计师
六、公司战略
( 一）Dior公司与竞争者共同面对的环境 ——高端奢侈品成为最赚钱的东西
（二）Dior公司的收购与重组战略（三） Dior集团的股权结构（四）Dior集团的广告营销策略（五）Dior集团的品牌战略
迪奥公司十分重视管理在技术和观念上的突破，引进先进的计算机技术来保证整个公司信息的收集，传递，储存，加工以及维护和使用，公司旗下的众多拥有独特视野的设计师及销售人员每天都在不停的收集国际的潮流信息并且转化为创新的动力，同时由主管信息系统的工作人员汇总，传递到各个部门，从当前全局出发辅助公司进行决策，利用管理不同角度不同层次不同意识形态的信息来实现公司对国际大市场大环境的把握，帮助公司实现其规划的目标。
机会 opportunity
SO
WO
迪奥非常善于利用机遇，以品牌为无形资产，涉及各服饰品类，以不知名到专卖店，在中国部分高档商品均有售，DIOR服装设计的思想理论与众不同，在一标上仅标CHRISTIAN
IOR 的字样，容纳了国内外一二线知名中高档品牌产品的服装加盟品牌，整合了国内外上千家服装企业计划外库存，订单尾货，大单采购等，无论从品质上，从商品价位上都是最大程度满足客户的需求

迪奥广告策划书

和奔放，时而又像朝露一般纯洁。茉莉香是迪奥小姐香水永久充满
Diorissimo干裂的的后调同时又是迪奥甜心香水充满清新愉悦感的前
调。由国际巨星莎莉·赛隆代言。
迪奥小姐
Miss Dior迪奥小姐淡香水，作为Dior迪奥的第一款香水，显露出ChristianDior先生对花的无限热情。尤其是那些生长在法国Granville Les Rhumbs别墅（现在是Dior迪奥博物馆）美丽花园里的花朵，更引发了他无限的创作激情。
• 于是，专为年轻的东方女性设计的 Miss Dior Cherie 迪奥花漾甜心淡香水璀璨诞生。在经典芬芳中融入中国国花牡丹的灵魂，让东方灵感在法式文化的浸润下，交汇出轻快、浪漫的味道。这正是花漾甜心女孩让人心仪的东方气质，年轻、大方，清新愉悦，感性迷人。
瘾诱摩登
• “迪奥瘾诱摩登淡香水”的女性，拥有瘾诱系列香水的 DNA，展现对时尚潮流的瘾诱姿态：她的心跳随着大都会生活中的狂热气氛不断悸动，她的高跟鞋敲打出狂野的旋律!她捕捉最轻微的变动，她追随时尚脚步，她就是未来的潮流！透过瘾诱摩登淡香水，迪奥精心诠释一位不断求新求变、独立且追求极致女性魅力的女人，她总是知道想要的是什么并且全力追求。为了这位生来就引领潮流的女人，迪奥创造出一支令人百分百上瘾的花朵香氛，让她可以时时刻刻从这款新香水中汲取她的力量与生活乐趣。就像她一般，有了迪奥瘾诱摩登淡香水，你的女性魅力将在大胆、充满创意的生活中绽放。
在中国香水产品的传统主销通路是一级城市的商场百货店。但
另一方面在一些二级城市，香水专柜已成为众多化妆品专营店一个重要组成部分。数量占大多数的国内二线商场也频频向国外高档香水品牌伸出橄榄枝，二三级城市专卖店也开始将国外高档香水作为重要的利润商品和补充。因此迪奥香水可以逐渐向二三级城市的商场百货店及二线商场扩充，扩大营销范围。

迪奥营销方案

浅析哈尔滨迪奥代理专柜学校:哈市26职**:***目录第一章哈尔滨区域概述 (1)1.1、城市概况 (2)1.2、经济，人文，行政等状况 (3)1.3、哈尔滨地区区域优势与劣势分析 (4)第二章 Dior品牌介绍 (5)2.1 Dior历史 (5)2.1.1 Dior专柜香水篇 (5)2.1.2 Dior专柜彩妆篇 (5)2.2 市场竞争品牌 (6)2.2.1 竞争品牌分类 (6)2.2.2 竞争品牌格局 (7)2.2.3 Dior品牌的优势与劣势分析 (7)第三章 Dior哈尔滨营销策略 (8)3.1 市场背景 (8)3.2 Dior柜面营销 (8)3.3 Dior网络营销 (8)3.4 Dior广告营销 (9)3.5 Dior短期促销营销 (9)第四章结论 (9)第一章哈尔滨区域概述1.1城市概况: 哈尔滨是中国为数不多的大城市之一，哈尔滨是东北最大城市，全球最重要的经济和金融中心之一，世界领先的城市之一，国际重要的金融，经济和科技中心，全球财富500强公司大多汇集于此，是一座拥有巨大影响力的国际大都市。

1.2经济概况：2012年经济总量初步测算，全年实现地区生产总值4550.1亿元。

其中，第一产业实现增加值506.8亿元；第二产业实现增加值1638.9亿元；第三产业实现增加值2404.4亿元。

劳动就业年末城镇就业人数314.7万人。

全年城镇新增就业12.6万人，下岗职工和失业人员再就业8.9万人。

年末城镇登记失业率为3.39%。

全年为求职登记人员提供职业介绍服务33.6万人次。

全年创业培训14816人，实现自主创业9322人，带动27260个就业岗位。

全年高校毕业生就业率达88.1%。

2012年完成农林牧渔业总产值991.2亿元。

其中，农业产值462.0亿元；林业产值28.1亿元；牧业产值461.4亿元，；渔业产值18.8亿元；农林牧渔服务业产值20.9亿元。

全市农作物播种面积3036.4万亩。

以Dior为例分析服装品牌的策划推广

以Dior为例分析服装品牌的策划推广【摘要】本文通过以Dior品牌为例，分析了服装品牌的策划推广。

在介绍了Dior品牌的背景和策划推广的重要性。

在重点讨论了Dior品牌的历史和定位、目标受众群体、策划推广策略、推广效果评估以及未来发展方向。

结论部分总结了Dior品牌策划推广的成功经验，并展望了服装品牌策划推广的发展趋势，强调了策划推广的重要性。

通过本文的分析，读者将能够了解Dior品牌的策划推广策略，并从中获取对自身品牌策划推广的启示。

【关键词】Dior, 服装品牌, 策划推广, 品牌背景, 品牌定位, 目标受众, 推广策略, 推广效果评估, 发展方向, 成功经验, 发展趋势, 重要性, 结合实际, 品牌建设, 竞争优势.1. 引言1.1 介绍Dior品牌背景Dior是法国知名的奢侈时尚品牌，由克里斯汀·迪奥于1946年创立。

迪奥品牌以其高雅、典雅的设计风格和卓越的手工技艺而闻名于世。

自1947年推出第一场时装秀以来，Dior一直引领着时尚界的潮流，成为全球最受欢迎的时尚品牌之一。

迪奥的设计理念注重女性的优雅与自信，注重剪裁和细节的处理。

其经典的“新鲜女孩”风格和标志性的“小黑裙”设计深受女性消费者的喜爱，成为时尚界的永恒经典。

迪奥品牌还涵盖了成衣、配饰、化妆品等多个系列，为消费者提供了全方位的时尚体验。

1.2 阐述服装品牌策划推广的重要性服装品牌策划推广对于品牌的发展至关重要。

随着市场竞争的日益激烈，品牌需要通过策划推广来提升品牌知名度和影响力，吸引更多消费者的关注和购买。

在服装行业，品牌策划推广可以帮助品牌塑造独特的品牌形象，传达品牌的理念和价值观，从而吸引目标受众群体的认可和喜爱。

通过策划推广，品牌可以更好地定位自己在市场中的位置，了解消费者的需求和喜好，精准地定位目标受众群体，有效地传播品牌信息，提升品牌的竞争力和影响力。

品牌策划推广还可以帮助品牌与消费者建立更紧密的关系，增强消费者对品牌的认知和信任，提高品牌的忠诚度和口碑。

迪奥香水营销策划书 (1)

论文题目迪奥五年营销计划Marketing plan of DiorPreface (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)PrefaceDior 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 reduced2, 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 buyperfume .Second, the enterprise image analysis 1, Christian Dior in 1947 established the fashion shop. That same year, Christian Dior founded the Perfumes Christian Dior, launch new called Miss Dior perfume, is a kind of green plant chypre.2 No matter from “Miss Dior perfume, Dior dream”to “Dior Addict”of Dior perfume, all-encompassing, into the dream. Christian Dior perfume can cater to all kinds of women, men and different emotions. The perfumes the unexpected allure is impossible to resist, also is the art of perfume manufacturing cabinet.3, Dior is a French famous a fashion consumer brands, it's main clothing, jewelry, cosmetics, perfume and other high-end consumer goods. On the tip of the fashion trend, Dior became the luxuriant elegance of a pronoun.Third, product analysis1,Dior perfume, really I am series can give a woman, with elegant and sexy attitude for more women to release the true inner self. Dior Dior self series, the woman again reproduce their own female charm; Dior Dior series, I was really a woman perform noble elegant life attitude2, J 'adore my perfume with roses and Damascus plum flower aroma, it is a kind of expression of feminine, a representative symbol of absolute femininity. J 'adore is perfume, I have the absolute femininity to: modern elegant, bright and perceptual! Can give a woman want.3, the design of the product: Dior perfume bottle for thin neck round bottles. Thin neck round bottles passing on aesthetics: New Look similar to the concept of arc, the thirst for soft also is little poor. Highly symbolic form delicate d. long, around the neck ring if treasures of gold, also has a crystal pearl shaped bottle stopper. Tears are evolved into the thin neck round in the evening. If a question never appeared on the bottle of perfume, see at a glance, give us the feeling of be just in the middle of the cork, like an exclamation mark: "J 'adore me!"4,product gives the enterprise image, fully embodies the style of elegant and charming, Dior perfume of self, release the woman true inner self, to issue new woman's declaration. J 'adore me, really seem to have hit the woman of inner desire.Fourth, consumer behavior analysis1, The main market (active clients)A, the main object is 22-45, fashionable young lady, high-level white-collar women, rich wealthy woman. These groups have certain economic basis, their consumption ability is stronger, they pay attention to their own appearance and taste, Dior perfume exactly the nobility is elegant, they pursue is to be their grade and status.B, beauty professionals (hairdresser and makeup artist, etc.). Because of their work, more to their taste and appreciate level is different from ordinary people. Dior brand to 1947 years since its founding, has been synonymous with luxury and elegant. Use Dior perfume, of course, is the best choice of their noble and elegant.2,The secondary market is not active (customers)A, the main object is single white-collar women 18 to 22 years old. Preferences although there is no lack of among them also family conditions, but their 22-45, white-collar women with relatively weak economic foundation, consumption ability is low. So they only as a secondary market.B, 18 to 45 years old men, they will come in a variety of different days to buy perfume, as a gift to her, so can only as a secondary market.3, potential marketPotential customers to have high income people, fashion, beauty, perceptual, they have research to various kinds of high-grade perfume, but before they have been included in the brand of perfume. After attracted by its own charm of dior perfume of self, and they were willing to try is not the same brand of perfume. Fifth, competitor analysis1, Each industry will have many competitors, so is the perfume industry. Comparable to Dior perfume perfume brands are: Chanel, Lancome, in international, Anna Sui, CK, Burberry established perfume. These old remains consumers brand perfume, maybe clothing brand halo effect prompt consumers interested in perfume brand produced jointly. Perhaps because of their brand itself personality concept and charming scent to attract consumers. While they are in the perfume industry become a leading position in this market, but because of Dior perfume in terms of price ishigher than similar products, also because of its high prices make it become the king of the perfume, the symbol of noble status.2, the world's largest commodity company, p&g perfume business (Nonchalant, Anna Sui, Escada etc.) in recent years has maintained a solid double-digit growth in China. It with China's increasingly strong consumption ability and many a year were listed in the perfume product has a lot to do. The Dior perfume, I really is a strong competitor.3, single perfume brand, has many young consumer groups of CK growth momentum, annual increase amplitude is bigger, in many perfume sales market can always came top in the ranking, a wave of middle-class Burberry can often ranks the top three. The perfume in the Chinese market, will bring certain threat for Dior perfume.Sixth, Strengths, Weaknesses, Opportunities, and Threat (SWOT) AnalysisInternal and external strengths and weaknesses should be considered at first if the company needs to do any strategy. Moreover, the opportunities Dior will face and what threats it will meet in recently and future will be discussed in the following article.Internal and external strengths of Christian Dior (S): Though considering the internal strengths of Dior, as a top luxury brand, it has created a great fashion culture in its history. For example, the typical black dress is popular by women for many decades even until now, it is so classical. As top brand, Dior did the best to produce extremely great quality products. They focus on fashion trends and leading the trends. Dior signed the greatest designers in fashion areas, like John Galliano. As a fashion company, Dior made a myth for itself and for the whole industry.External strengths would be discussed from customers, for Dior, it has a huge groups of customers, they understand Dior's products deeply beyond the foundation of the products themselves. They looking for something have more meanings. For these customers, Dior keeps improving its services, it is a basic but important strategy which is known by the strategy groups. Keeping good communicating with customers, and assuring its patron of its best effort and hospitality. Further unification services should be spread immediately in New York, Tokyo and all the cities which have Dior's products. In 2009, Carla Bruni, the first lady of France wore two dresses to participate the celebration of Bastille Day which are all made by Dior, it is a big impact for fashion marketing even under the unfavorable business environment. Carla Bruni is one of Dior’s fans, she was happy to mention when shewas 19 years old, she began her career with wearing her first Dior dress. Smoking jacket which designed in 1990 is favorable by many famous women now. That is what Dior keeping on doing for its external market.In a word, the strengths are1, Customer resources. Dior has a definitely part of the customer resources. To maintain good customer relationship, Dior can occupy the absolute superiority in the market.2, Talent reserves. Dior has a strategic idea, concept of innovation, human resources, development and management for modern development.3, More and more perfect service quality. Dior has a customer service center, to solve the net requirements for multinational group clients , and sets up a station buy neat service system.Internal and external weaknesses (W):At first, Dior's products related high costs, which mean its customers would be narrowed in small "rich" groups. Second, in order to expand the range of customers, Christian Dior increase export products. Comparing with local products, export products have some disadvantages, like longer delivery time, weak language capabilities, for many products need import raw materials, it costs time and money, as a export products, they always lack of new styles in peak seasons. Third, it is more difficult to keep its image-building in different country with different culture. For example, Sharon Stone (Stone) is a famous actor in Hollywood, and she was approached the "face of Dior" in 2005. In 2008, there was an earthquake happened in south of China, it left 68,000 people dead and many were homeless. Sharon Stone as a face of Dior said, it was "karma", her words caused most of Chinese against her and Dior. Until Stone apologized in Public and Christian Dior decided to drop her, Chinese people still could not forgive her. This is a very serious effect to Dior's image.In a word, the weakness are :1, Dior established a world famous brand. Although it has advantage in information technology, because of its enormous business development, it may lead to some areas of control force is not strong.2, Dior products mach form of the product (both cosmetics, perfume, etc.), so it may be in adaptability than focus more on competition exists in the field of a disadvantage.3, The globalization. Dior currently only opens up a few dozens of national market, so there are still loopholes in the market.External opportunities (O):After China joined the WTO (World Trade Organization), it becomes a hugepotential country in fashion marketing. There are 31 LVMH (a luxury company with 61 brands within its portfolio) officials available in China. For Dior, China is a big market. Dior had launched more than 20 stores in Beijing and Shanghai, the next step for them is to understand Chinese marketing by considering open more stores in China. (Christian Dior, 2009)Dior is very good at using the opportunity to brand as the intangible assets, involving various clothing category, with unknown to store, in part of China's high-end goods are sold, DIOR dress designing thought and theory of different, only on a standard scale of CHRISTIAN DIOR, contains a second line at home and abroad well-known clothing franchise brand of high-grade brand products, integrating the thousands of clothing enterprises at home and abroad of unwanted inventory, orders the tail goods, large single procurement, no matter from quality, from the commodity price is the maximum to meet customer demand.External threats (T):The biggest threats to Christian Dior are coming from other luxury brand, like Louis Vuitton; Channel; Gucci; and Armani, which have the same products in fashion industry. Another reason comes from the fashion marketing, Berg (2002) argued that luxury brand only launch their stores in large cities, the rents or other costs might be maintained in a very high level, it narrows the development of company and it might lead financial problems in the next 10 years.At present, the risk of Dior star endorsement events, Dior, the cost for Mr Sharon stone’s endorsement is expensive but the risk is big. The celebrity strategy also has a lot of risk. Such as the chosen celebrity are reported having scandals, he may be out of favor suddenly, so corporate image rather than ascension and to take all of a sudden crisis management.Seventh,marketing strategy and action plan 1, Marketing objectivesBecause it is three to five years of marketing plan, decided to three years before reaching the market share of 15~20%, after a year of new customers to seize the market reached more than 20%, in one fell swoop to seize other competitors customers, making Dior have a good image in the market.2, Strategy and action plan(1) Marketing objectivesWe intend to give priority to advertising, brand marketing and cultural marketing to take a differentiated competitive strategy to occupy a small market share of the marketing strategy to occupy the market. Because Dior’s positioning is in the white-collar, backbone, elite this high-end market, so the target population may not be much, but we want to be more likely to occupy market. After that maintain brand reputation, do Dior’s marketing.(2) Target market and positioningA. Divided by regionsDior’s main markets are Western Europe, South America, North America, and Eastern Asia, in which China and Japan are two big consuming countries. All its specialty shops and counters are opened in big developed coastal cities.B. Divided by agesDior’s consumers are mainly the 35 to 45-year high income ladies. Nevertheless, nowadays its consumers become younger and younger. Dior’s perfumes will expand the age market in the future gradually.Dior perfume I really will target customers who locked in a high-end women. High-end women who have high requirements on the perfume, they need a feature to highlight their own perfume, fashion, publicity, luxury is no longer distinguished.(3) Product strategyTrue to my perfume and Damascus rose plum flower aroma. Absolute femininity: modern elegant, bright and perceptual! Before adjustment: card against the Bergamot: harvest in southern Italy, Bergamot essential oil were obtained through the cold take the peel of the fruit, it will bring a spotlighting the sweet smell perfume, to add to the unique vitality citrus scents. Adjustment: in Damascus rose: country of origin for Turkey and Bulgaria, Damascus rose is used to make essential oil and pure incense. After the adjustment: jasmine. Is the symbol of feminine women. Jasmine is one of the world's perfume extract the most commonly used to flavor, it is very fragile has its own unique fragrance of flower seeds, and sometimes wild and bold and unrestrained, or as pure as morning dew.1, J 'adore my perfume with roses and Damascus plum flower aroma, it is a kind of expression of feminine, a representative symbol of absolute femininity. J 'adore is perfume, I have the absolute femininity to: modern elegant, bright and perceptual! Can give a woman want.2, the design of the product: Dior perfume bottle for thin neck round bottles. Thin neck round bottles passing on aesthetics: New Look similar to the concept of arc, the thirst for soft also is little poor. Highly symbolic form delicate d. long, around the neck ring if treasures of gold, also has a crystal pearl shaped bottle stopper. Tears are evolved into the thin neck round in the evening. If a question never appeared on the bottle of perfume, see at a glance, give us the feeling of be just in the middle of the cork, like an exclamation mark: "J 'adore me!"3, product gives the enterprise image, fully embodies the style of elegant and charming, Dior perfume of self, release the woman true inner self, to issue new woman's declaration. J 'adore me, really seem to have hit the woman of inner desire.(4) Pricing strategyProduct specifications: 50 ml market price: 520 selectionsProduct specification: 100 ml market price: 999 selections(5) Sales strategy analysisBased on its advertising strategies, designing different advertising words and advertising songs on the basis of the different countries, high and low language environment embody the theory of how to communicate with the non-native language people. Through the music, pictures and a few words, expressing the same product features and design idea, let the consumers have a deep impression on its products. Then through the television and magazine repeats their advertisements, continue to deepen the consumer impression, make the brand of Dior enjoy popular supports from the customers.According to Counter strategy, Dior sets up Counters to serve high level customers in the high grade department stores in different regions, which reflects the self-orientation of Dior brand. Setting up shops in different areas and different countries also means that Dior has to train managers and sales personnel, and the training of its staff is a way of spreading culture.Staff need to learn about another culture and instill the European culture idea in the consumers' hearts who have different culture background to set up Dior culture brand. Looking from management, different regions take diverse management methods due to different cultural background. In addition, Counters still need to provide high quality and one-on-one service. That the quality of our management and service improve will strengthen the competitive advantage of Dior.In the consumer's point of view, Dior is a luxury brand, buying and using Dior signify social status. Dior just likes a kind of cultural symbol, in social activities, which represents its users' identity and meets the needs of its users' psychology. Experience in major supermarkets to establish areas for customers to smell perfume free products, gift vial (2ml) gifts.Selling Dior clothing and other products, present a bottle of "real me" perfume as a gift.In view of the internet marketing strategy, Dior using internet to carry on thepromotion embodies the influence of technology to the communication. Dior uses high-tech to make the products known by consumers more conveniently and widely. There is not only a glaring advertising, but also detailed introduction of products and the buyers' evaluations on the internet, which allow consumers to be aware of products roundly and choose the most suitable products.(6) Advertising strategyFor the "J’adore", create a new ad, a young，energetic new generation of idols do endorsements, log out in the major web page and advertised in the major television stations, establish reputation in the large web page log, and advertised in the major television stations and establish reputation.Eighth, planning implementation steps and plansIn the advertising media1, Delivery time: in June 2016, in September 2016, three months.2, TV advertising as the main media, magazine ads for shop, plus website promotion3, Media arrangements must juggle one thousand cost and ratings4, Television commercials, want to consider the characteristics of channel ratings and audience, Dior perfume of self is given priority to with high consumption, high quality consumer. Choice of channel and Dior perfume of self target audience to consumers. And advertising on television put in the time also want to target consumers with Dior perfume of self consistent schedules, so as to maximize the effect of advertising.5, Advertisement launching products in the first two months is given priority to with 15 seconds television advertising, television advertising for 30 seconds. Four months after advertising frequency gradually decrease, the main 15 seconds ads.In the magazine to chooseThrough "ruili fashion beauty", "fashion", "yizhou" and so on in young and middle-aged high-level white-collar workers as the main object of the magazine, we will find the best magazine layout position is often dominated by major luxury advertisement. Dior perfume of self, of course, print advertising will choose the best layout to these major fashion, let the reader in reading habits by dior's my perfumeadvertising impact, deepen influence.Website promotionPut perfume on the network advertising is cheaper than TV commercials, but the benefits become more prominent.Ninth, planning the program cost budgetA new store decoration cost budget (3 million)Two. Budget for staff rewards and punishments (200 thousand)Three. Festivals and exhibitions budget (200 thousand)Four. Create an exclusive web cost budget for the product (200 thousand)Five. TV advertising, newspaper and magazine advertising, online publicity budget (800 thousand)Six. Market research expense budget (30 thousand)Seven. Product pre-sales and after-sales service budget (200 thousand)Eight. Human resource budget (800 thousand)Nine. Unpredictable expense budget (600 thousand)Ten. Market maintenance service budget expense (800 thousand)Tenth, the expected effect of planning According to the new marketing plan we Dior, the market is expected to make analysis of the effect:The first is the resource utilization problem of our marketing program. As everyone knows, the marketing plan operation needs to put a certain amount of manpower and other resources, he is the key to the success of the marketing plan, so marketing resources is an important problem for the marketing plan effect. (1) The effect of expected effect on resource utilizationAfter the new marketing plan, is expected to use the new marketing plan for the production and sales of new products, of course, must invest some resources, including human resources, financial resources, funding and management. In the new marketing programs, we should insure that the greater efforts to promote new products and our new marketing scheme are enough to let new products be popular.(2) The expected effect of the productIt is expected, Dior “J’adore”will be on the market of consumers, to occupya large share in the market, gain considerable benefits.(3) Risk assessmentOf course, the actual marketing will encounter risks. We must carefully take into account the actual marketing of the various possible risks encountered in the actual launch of the program before the actual use of the fight to minimize the risk. In the risk assessment, we have to do the worst, for we wanting to be more likely to occupy market, therefore, if our marketing advertising is good, the visibility of the product after the boost, plus the original appearance of products as well as the cultural connotation, our products will be in the high-end consumer groups favor, the market will be prosperous. However, the actual scheme as marketing by taking into account, if our marketing advertising is not as ideal as it leads to lack of awareness of products make the sales go short, we have to consider that other new advertising solutions to enhance the popularity of our products. Therefore, our new marketing plan to take into account the case in the risk of inadequate advertising, to deliver timely application of new marketing advertising.In conclusion, our assessment of the effect of the new marketing plan and risk that our marketing plan can be effectively carried out, even if the risk is expected to happen, our enterprise risk can be lifted, because we have a certain foundation in perfume production. Besides, we have enough manpower resources for the promotion and support for new marketing programs.Concluding remarksWe know that marketing is the eternal theme of the market economy, perfume marketing is also the sale of perfume plays a vital role. In fact, the perfume market marketing planning book is a means of sales of ceramics, a tool and an assistant. In the market economy, the perfume market marketing planning book display can make people to the perfume products in-depth understanding, the overall concept and comprehensive understanding. Through the effective integration and wide marketing, advertising effect will reach its maximum, let us business group Dior aesthetic brand tile from the market so as to promote talent shows itself.Sales, this concept of Dior’s various brands and new products to people, to lay the foundation for the market, and through advertising, the shortest of maximize the communication effects and product delivery channels, fully embodies the integrationof marketing effectiveness.Developing Dior company need to do more effective actions, it should be considered from the main driver of market. Dall'Olmo Riley, Lomax and Blunden (2004, P40) stated that "fast moving consumer goods, growth, rather than defense, it is the main driver for extending luxury brands". Especially in nowadays, Dior gets a lot of stress under the global financial crisis. The Economist (2003) reported because of Euro against dollar, the expenditure of luxury goods from customers decreased dramatically.Basing on literatures, launching extension for Dior seems a feasibility strategy. However researching elements like desirability, high awareness and exclusive is not an easy thing.It is easy to find out that knowing the strategic drivers is a much important factor for managements of luxury brands when they considering to extend their brands. As Dall'Olmo Riley, Lomax and Blunden (2004, P45) indicated that "decision and launch criteria are the same for fast moving and for luxury goods". And, managers always need consider the brand's craftsmanship, heritage, culture and tradition before making the decision of whether it should be extended, although the main structure would not change at all. Chernatony and McDonald(2003, P25) typified: "A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition." Which means managers should follow two elements; one is not only concern the products themselves but also consider from the whole business. The other is, keeping the tradition of original brands.For Dior Company, it has got a high success and respect in fashion areas, the only thing it need to do is considering how to keep its dominant position and keep walking in future.。

迪奥企业营销策划方案

迪奥企业营销策划方案一、概述迪奥（Dior）是一家享誉全球的奢侈品牌，以其高贵典雅的风格和独特的品牌形象而闻名。

随着时代的发展和市场竞争的加剧，迪奥需要制定一个全面的营销策划方案，以巩固其在市场上的竞争优势，吸引更多的目标消费者，并增加销售额。

二、市场分析1. 目标市场迪奥的目标市场主要是中高端消费者，他们注重品质、独特性和奢华体验。

迪奥拥有多个产品线，包括时尚、彩妆、香水和皮具等系列。

针对不同产品线，迪奥可以有所调整，但核心目标市场仍然是中高端消费者。

2. 竞争环境奢侈品牌市场竞争激烈，迪奥的主要竞争对手包括香奈儿、古驰和爱马仕等。

这些品牌都有自己独特的风格和品牌形象，具有很高的品牌忠诚度和消费者认可度。

迪奥需要通过差异化的市场策略来突出自己的竞争优势。

3. 趋势与机会随着全球经济的发展和人们生活水平的提高，奢侈品市场有着巨大的增长潜力。

同时，年轻一代消费者对奢侈品的需求也在增加，他们更加注重个性和独特性。

迪奥可以通过创新产品和营销策略来吸引这一目标群体。

三、营销目标1. 品牌知名度提升：通过品牌宣传和市场推广，提高迪奥在目标市场的知名度和认可度。

2. 销售额增长：制定有效的销售策略，提高销售额并增加市场份额。

3. 消费者满意度提升：通过提供高品质的产品和优质的服务，提高消费者满意度，增强品牌忠诚度。

四、营销策略1. 定位策略迪奥以高贵典雅的风格和独特的品牌形象定位自己，强调奢华、品质和时尚。

同时，针对不同产品线的特点，可以进行更具体的定位，如彩妆系列强调时尚与艺术的结合，香水系列强调气味的独特性。

2. 产品创新迪奥应不断推出创新的产品来满足不同消费者的需求。

例如，在彩妆系列中引入更多的个性化定制产品，满足年轻消费者对个性和独特性的追求。

3. 市场推广迪奥可以通过多种渠道进行市场推广，如广告、社交媒体、时尚杂志等。

广告可以通过电视和网络媒体传播品牌形象和产品特点，社交媒体可以和消费者进行互动和沟通，时尚杂志可以提高品牌的影响力和认可度。

迪奥口红品牌营销策划方案

迪奥口红品牌营销策划方案一、市场分析1.1 产品概述迪奥口红是迪奥品牌旗下的彩妆产品，以其丰富的颜色选择、持久的保湿效果和独特的包装设计而闻名。

迪奥口红采用高品质的成分和先进的技术，为消费者提供优雅、时尚和高性能的口红产品。

1.2 市场需求口红作为化妆品市场的重要品类，具有广泛的消费群体和持续增长的市场需求。

随着社交媒体的流行，口红已成为人们进行自我表达和展示个性的重要工具，年轻消费者尤其对个性化和时尚的口红产品有很高的需求。

1.3 市场竞争口红市场竞争激烈，各大化妆品品牌纷纷推出不同系列的口红产品。

迪奥口红面临着来自国际知名品牌如魅可、纪梵希以及国内品牌如梦妆的竞争压力。

因此，迪奥需要采取有效的市场营销策略来突出其产品的优势和差异化。

二、目标市场2.1 目标消费者迪奥口红的目标消费者主要是年龄在20-35岁之间的年轻女性，他们对时尚和美丽有高度的追求，注重个性展示和社交媒体的形象塑造。

他们有一定的经济实力，愿意为高品质和独特设计的口红产品支付较高的价格。

2.2 目标市场迪奥口红的目标市场主要集中在一二线城市的年轻女性消费群体，这些城市具有较高的消费水平和消费能力。

此外，随着三四线城市的经济发展和消费升级，这些地区的潜在市场也具有较大的增长潜力。

三、营销策略3.1 品牌定位迪奥口红以“时尚、高品质、独特设计”为核心定位。

通过引入国际时尚元素和颜色潮流，迪奥口红转化为一种具有时尚态度和品味的个性彩妆品。

同时，将高品质和持久性作为产品核心优势，强调迪奥口红在保湿、抗脱色等方面的特点。

此外，迪奥口红通过独特的包装设计与其他品牌形成差异化竞争。

3.2 产品线策略迪奥口红应该根据不同消费者的需求和市场趋势进行产品线策略的制定。

除了传统的常规口红系列外，可以推出液体口红、哑光口红、持久口红等不同系列，以满足不同消费群体的需求。

另外，还可以与明星、名人进行合作，推出限量版系列，以吸引年轻消费者。

3.3 市场传播策略市场传播是迪奥口红品牌推广的重要环节，应采用多种渠道和方式进行传播。

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尊贵不再奢华
如今，香水的价格不一，但是一瓶优质的香水的价格依旧需要数百甚至上千元，但是随着人们消费观念的转变，香水已不再是贵族奢侈的玩物，而成为大众时尚的消费品。越来越多的人群涌入了这个芬芳前沿。追逐时尚的欢说到，花几百元，买到的不仅是一瓶水，而是一身的品位！
Parfum A Paris
在香水品牌的调查中，Chanel香奈尔、 Christian Dior 克里斯丁.迪奥、 Gucci 古驰、CK 卡尔文.克莱等这些老牌香水依旧是消费者青睐的品牌，也许是其服装品牌的光环效应促使人们对旗下的香水品牌产生了连带兴趣，也许是品牌本身的个性理念和迷人香型吸引着各自的消费人群。总之，这些品牌已经在是＝香水市场上占到了领军带到的地位。
精致小巧
调查显示，几乎所有的调查对象都对小包装的香水情有独钟，据了解，有些人是喜新厌旧的心理导致了购买小包装的现象，在同等时间内，使用小包装香水可以尝试到更多的品牌和香型，这种现象同时也促进了更大的购买欲望；另外，还有一部分人有搜藏的癖好，香水瓶也自然成为追捧的东东！
香美人
如今现代化的生活方式，聚餐，酒会，派对是时尚一族最常见的娱乐和消遣方式，而随之也派生出一个“香美人”的形象——温文尔雅，举止大方，尊荣奢华，性感妩媚。香水已成为“香美人”一味必不可少的佐料。调查显示75％以上的调查者认为，晚会上无法接受不使用香水甚至略带体味的女士。由此可见，“美人”与“香水”已经成为合二为一的统一整体了。
2．本项目分析
•迪奥香水拥有丰厚的经验，1947年在法国巴黎，由创始人迪奥创立。走过几十载不被遗忘，所以研究迪奥香水，可以让我们充分了解市场，以及对其不足，加以修正。
3．竞争者对比分析
•与迪奥想媲美的品牌，例如：香奈儿、兰蔻、Annasui、安安国际。
•Annasui气味比较好闻，比较适合刚开始用香水的人。迪奥不适合刚使用香水者，且在价格方面高于同类产品。如果就包装而言，迪奥更具吸引力。正因为它的高价位使它成为香水之王，尊贵地位的象征。
由此可见，香水市场的细分形形色色，性别、职业、包装、香型、价位……，而目标市场的选择也随之纷繁多样。而地理位置的选择宜选择在都市闹市区的商场，高级写字楼住宅区的临街商铺，娱乐会所的周边，甚至可以在个性礼品店专营个性香水瓶。
5．市场调查结论
•迪奥香水的类型很多，根据不同年龄、性别可以选择不同款式的香水。随着人们生活水平的提高，迪奥可以进入二、三线城市进行试点。采取相应的促销措施，让人们了解其本质、文化及内涵。
今年7月份，迪奥在厦门巴黎春天嘉禾店已经以每年一千万元以上的业绩位居其销量第二名。
迪奥开始在越来越多的百货销售中入围前三，在诸多高档化妆品品牌中，迪奥排名前两位，彩妆尤其强势。
6、联姻高档百货
高档百货在中国内地，无疑是高档化妆品销售最为理想的途径。尤其像迪奥这样的奢侈品牌，更需要高档百货营造的顶级购物环境和服务。业内某资深从业人士表示，按照国内的消费实情，一线品牌在百货是为“顶级”人群服务的，要求有奢侈的环境，专柜空间陈列和一对一服务，这些只有高档百货可以满足。该人士还表示，即便迪奥与丝芙兰合作，但由于丝芙兰在国内是近几年才兴起的，中国消费者暂时还不那么适应。
品位男人香
06年一股男色热潮袭来，男人原有的深沉内敛的绅士形象彻底被颠覆，男人也可以在镜头前搔首弄姿，男人也可以在舞会上浓妆艳抹，也派生出具有时代意义的“男人香”。调查结果显示，90％以上的人认为男人使用香水是有品位有个性的象征几乎所有的香水品牌都推出了各自的“男士专柜”，因此，“男色”、“男人香”共同成为时代的符号。
二．市场细分
•1、区域细分：在不同的地区，可推行不同的款式。
•2、客户群细分：根据年龄、性别、职业的不同进行细分。
•3、心理细分：根据消费者的社会阶层、生活方式及个性特点进行细分。
•4、行为分析：根据消费者对迪奥的消费情况以及忠诚度进行细分。
•5、闪耀高端市场
迪奥最初进入中国化妆品市场，时逢中国人奢侈品消费意识萌芽，媒体开始对奢侈品品牌进行渗透式文化传播，这为其对市场的开启奠定了舆论根基。
迪奥品牌定位策划书
一、市场调研分析
1.中国市场分析
2.本项目分析
3．竞争者对比分析
4.香水市场调研总结
5．市场调查结论
二、市场细分
1．区域细分
2．客户群细分
3．心里细分
4．行为细分
5．闪耀高端市场
6பைடு நூலகம்联姻高档百货
7．不平衡的双向选择
三、目标客户群定位
四、市场定位
1．定位方法
2．定位策略
五、营销策划
1．广告策略
4．香水市场调研总结
近年来，随着人们经济水平的提升，人们对美的追求不仅仅局限在外在的衣着，化妆上，越来越多的时尚一族通过“体香”来展示自己的品位和气质。那么，究竟是哪些人推动了香水的消费热潮？“香香一族”又具有哪些明显的特征，这些问题是很多业内人士和消费人群关注的焦点。近日，鄙人通过网络调查的方式对香水消费人群做了一次抽样调查。
相对于迪奥服饰品项招入的只可仰望，其化妆品品项的引进要现实得多。1985年，迪奥首家化妆品专柜在广州友谊设立。随后，迪奥更是圈定发达城市的一线百货稳步开柜，成为奠定百货档次的重量砝码。
迪奥在高端化妆品市场的影响力，同样表现在日益增长的销售业绩上。从部分高档百货的化妆品销售来看，迪奥虽然未必拔得头筹，但近两年的业绩增长和活动爆发表现都极为不错。
2．公关策略
一．市场调研分析
1．中国市场分析
•在全世界的香水销售量目前持续降低的情形下，巴黎和纽约的香水制造商开始将中国作为重点。而事实上，中国人过去并没有使用香水的习惯，在中国历史上也找不到香水的文化根源。在中国，香水仍是一件相对新鲜的事物。中国人直到20世纪初才开始使用带香味的沐浴用品—这些产品的功能是提神和预防蚊虫。直到1980年代，西方的香水才开始被引进到国内，而直到今天，中国消费者仍然偏好轻盈而简单的气味。迪奥从1949年一直发展到今天，备受人们关注，它是时代潮流前进的代表作，也是一种尊贵的象征。
时尚一族的宠儿
在影视公司工作的王小姐说。现在的年轻人张扬个性，事事都要有自己独立的空间，而且生活在大都市的人群工作压力大，生活节奏快，香水无疑是张扬个人魅力并能缓解生活压力的时尚品。调查结果认为香水是生活必须品的占到调查人数的40％以上，值得关注的是，在这些人中，大多数有较好的工作与稳定的收入，对香水的感觉是：时尚、张扬。

迪奥品牌定位策划书