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      report格式范文:Consumer Behaviour Theories Influence on Chivas Regal Marketing

      論文價格: 免費 時間:2022-07-11 09:46:42 來源:www.ourpropertyvalue.com 作者:留學作業網

      report格式-消費者行為理論對芝華士君威營銷的影響。本報告的目的是批判性地分析三個消費者行為方面在芝華士富豪營銷活動中的應用和影響。通過對不同渠道威士忌市場營銷活動的研究,本報告重點關注三個相關的消費者行為主題:文化、動機和價值,芝華士富豪在中國的營銷活動參考群體。在本報告中,首先介紹了芝華士富豪的背景,然后運用消費者行為理論分析了營銷活動。最后,有一個關于芝華士君威的建議。

      report格式范文

      Introduction 簡介
      The objective of this report is to critically analyze the application and influence of three consumer behavior aspects on the Chivas Regal marketing activities. Through the study of marketing activities in the whisky market by different channels, this report focuses on three relevant consumer behavior topics: culture, motivation and value, reference group to Chivas Regal marketing activities in China. In this report, first of all, it introduces the background of Chivas Regal, and then analyses marketing activities using consumer behavior theories. Lastly, there has a recommendation about Chivas Regal.
      Background of Chivas Regal 芝華士的背景
      Chivas History 芝華士歷史

      Chivas Regal as the product of a unique place, a proud lineage of whisky makers, was produced by Chivas Brothers more than two centuries’ of history, and purchased by the Pernod Ricard Group in 2001 (CHIVAS REGAL, 2009). Chivas Regal embodies the values of sharing, conviviality, entrepreneurship, integrity and commitment, and it is a brand that was built on craftsmanship and patience and these values are inherent in its products. Under heritage of its brand, it was rated one of the world’s most powerful spirits brands (Anon., 1999).
      芝華士君威是一個獨特的地方的產品,是威士忌制造商的驕傲血統,由芝華士兄弟生產超過兩個世紀的歷史,并于2001年由Pernod Ricard集團購買。芝華士君威體現了共享、歡樂、創業、誠信和承諾的價值觀,是一個建立在工藝和耐心基礎上的品牌,這些價值觀是其產品固有的。在其品牌的傳承下,它被評為世界上最強大的烈酒品牌之一。
      The significance of researching in the Chinese market  研究中國市場的意義
      According to annual report of Pernod Ricard (2009), the company posted 29 percent organic growth and has become the biggest global market for Chivas in China. Chivas Regal, through innovative branding and marketing techniques, it has become one of the most recognizable and cosmopolitan alcohol brands in China. With a market insight and cultural knowledge, it can be found that the Chinese consumers are far more responsive and willing to part with their cash – they just need to feel that the brand cares about their market segment (WORDPRESS, 2009). Therefore, as a rich culture heritage and conservatism country, its success has a certain amount of research significance.
      根據保樂力加的年度報告,該公司實現了29%的有機增長,已成為中國芝華士最大的全球市場。芝華士君威通過創新的品牌和營銷技術,已成為中國最知名、最國際化的酒類品牌之一。有了市場洞察力和文化知識,可以發現中國消費者的反應更靈敏,更愿意放棄他們的現金——他們只需要感覺到品牌關心他們的細分市場。因此,作為一個文化底蘊深厚的保守主義國家,其成功具有一定的研究意義。
      New campaign-“Live with chivalry” 新運動-“與騎士精神一起生活”
      Recently, Chivas Regal has launched a new global campaign draws on the fundamental values of modern men. It aims to reinforce the exuberant and luxurious essence of the brand (Centaur Communications Ltd, 2009). Meanwhile, it can bring back some positive values into modern life, and create significant awareness and stand out for Chivas Regal. The campaign, entitled ‘Live with Chivalry’, builds on the previous ‘This is the Chivas life’ campaign.
      最近,芝華士富豪推出了一項新的全球運動,借鑒了現代男性的基本價值觀。它旨在強化品牌的活力和奢華本質。同時,它可以把一些積極的價值觀帶回現代生活,并創造重要的意識和突出的芝華士富豪。這場名為“活在騎士精神中”的運動是在之前的“這就是芝華士生活”運動的基礎上展開的。
      Culture 文化
      Without a doubt, no product can ignore the cultural context when entering a new country; in addition,a consumer’s culture is the vital leverage to determine the success or failure of specific products (Solomon, et al, 2006). Thus, to discuss how Chivas Regal obtains a great success in the Chinese market, it has to consider the two main parts, which is the distinction of alcohol culture and club culture between China and western countries.
      毫無疑問,任何產品在進入一個新國家時都不能忽視文化背景;此外,消費者文化是決定特定產品成敗的重要杠桿。因此,要討論芝華士君威如何在中國市場取得巨大成功,必須考慮兩個主要部分,即中西酒文化和俱樂部文化的區別。
      Alcohol culture 酒文化
      In China, drinking alcohol is always a way to celebrate the happiness in their life. For example, parents invite relatives and friends to enter ‘jiu xi’ ( an alcohol banquet and the life of every person) for starting a month or 100 days after a baby’s birth (Gunde, 2002). In modern times it has a pity change that friendship depends only on the volume of drink being consumed, and not the elegant ones of the past that involved poetry or music. In this regard, it seems to run counter to Chivas Regal’s tasting of life and savoring brew. In western country, drinking alcohol more presents as a communication tools and expresses a certain style and attitude (Mintel, 2009). By compared between their difference of alcohol culture, it can be indicated a problem how to change Chivas Regal market strategies and activities to link up the alcohol culture in china, which will be discussed later.
      在中國,喝酒總是一種慶祝生活幸福的方式。例如,父母在嬰兒出生后一個月或100天邀請親友進入“酒xi”(一種酒精宴會和每個人的生活)。在現代,友誼只取決于飲酒量,而不取決于過去優雅的詩歌或音樂,這是一個令人遺憾的變化。在這方面,這似乎違背了芝華士富豪的品味生活和品嘗釀造。在西方國家,飲酒更多地表現為一種溝通工具,表達了某種風格和態度。通過比較他們的酒文化差異,可以看出如何改變芝華士帝王的市場戰略和活動,以連接中國的酒文化,這將在后面討論。
      Club culture 俱樂部文化
      Ever since club has been introduced into china, it was gradually influenced by traditional Chinese culture, forming a kind of Chinese cultural characteristics of the club culture. There are three main different characteristics, including club operating hours, the volume of drinking, and purpose of drinking in the club (CCC, 2009). It is necessary that to explain the volume and purpose of drinking deeply, in terms of Chinese drinking culture, it has a common phrase-‘If we are good friends, then bottoms up; if not, then just take a sip’, which causes a high volume of drinking condition. Thus, beer and some low alcohol wines are more popular in club as opposed to spirits. Another obvious distinction is that the purpose of hit bar, in western countries, they pay attention to the process of enjoy the chatting and making friends with each other. Conversely, Chinese are generally using more drink to reflect friendship.
      俱樂部自引入中國以來,逐漸受到中國傳統文化的影響,形成了一種具有中國文化特色的俱樂部文化。俱樂部有三個主要的不同特征,包括俱樂部營業時間、飲酒量和俱樂部飲酒目的。有必要深入解釋飲酒的數量和目的,就中國飲酒文化而言,它有一個共同的短語——“如果我們是好朋友,那么干杯;如果沒有,那就喝一小口,這會導致大量飲酒。因此,與烈酒相比,啤酒和一些低度酒在俱樂部更受歡迎。另一個明顯的區別是,打酒吧的目的,在西方國家,他們注重享受聊天和交朋友的過程。相反,中國人通常用更多的酒來表達友誼。
      Chivas in Chinese culture  中國文化中的芝華士
      Considered with Chinese culture interference, Chivas Regal had taken a in-depth analysis of alcohol consumer in china, eventually accurate grasped the market pulse. The runaway success of Chivas can be attributed to the new way of drink, blending Chivas regal with ice and green tea. In this new way of drink, it can not only lower the alcohol concentration, and also not affect the taste, that is the innovational way to keep the Chivas into Chinese drinking culture.
      考慮到中國文化的干擾,芝華士君威對中國酒類消費者進行了深入分析,最終準確把握了市場脈搏。芝華士的成功可以歸功于新的飲料方式,將芝華士與冰和綠茶混合在一起。在這種新的飲用方式中,它不僅可以降低酒精濃度,而且不影響口感,這是將芝華士保留在中國飲用文化中的創新方式。
      According cultural context analysis, it is not difficult to discover the secrets for success, first of all, it did a perception process in educating new consumers who constantly pursue the fresh and fashionable lifestyle, in this process, Chivas Regal did the ‘This is Chivas life’ campaign, which is developed into ‘Live with Chivalry’ in Chinese market, which paid more efforts on the internet and club. Secondly, it has launched a type of PR strategy, with advised to build a friendly relationship with different club to display their product in prominent place and recommend costumers to taste their products. Lastly, Chivas Regal is bundled in promotional packages with ice and green tea, which is most famous drinking method in china. Therefore, it is easy to find Chivas package in well-know club and KTV across the main city of china. This new trend of Chivas drinking method is still dominated in Chinese market.
      根據文化語境分析,不難發現成功的秘訣,首先,它在教育不斷追求新鮮時尚生活方式的新消費者方面做了一個感知過程,在這個過程中,芝華士君威做了“這就是芝華士生活”的運動,在中國市場發展為“與俠同住”,在互聯網和俱樂部上付出了更多的努力。其次,它推出了一種公關策略,建議與不同俱樂部建立友好關系,在顯眼的地方展示其產品,并推薦客戶品嘗其產品。最后,芝華士君威是捆綁在促銷包裝與冰和綠茶,這是最著名的飲用方法在中國。因此,在中國主要城市的知名俱樂部和KTV很容易找到芝華士套餐。這種新的芝華士飲用方式在中國市場上仍占主導地位。
      In order to keep the dominant place in china, Chivas Regal has take off the ‘Live with Chivalry’ to reveal the new lifestyle of modern men, and to arouse the precious values of this society, which is defined as ‘Gallantry, Honor, Courage and Camaraderie’, related with a certain of Chinese value standard. Moreover, it is vertical route to keep the younger, flashier bar market and attract the more sophisticated group.
      為了保持在中國的統治地位,芝華士君王脫下了“以俠為生”這一概念,以揭示現代人的新生活方式,并喚起這個社會的寶貴價值,即“豪俠、榮譽、勇氣和友愛”,這與中國人的某種價值標準有關。此外,這是一條垂直路線,以保持更年輕、更浮華的酒吧市場,并吸引更成熟的群體。
      Evaluation on Chivas Regal’s marketing activity 芝華士君威營銷活動評價
      According to comprehensive understanding of the Chinese market, Chivas Regal has harvested a vast successful. China as a high-heritage and high- absorbent country, has basically accepted the market activities of Chivas Regal. The main excellent points Chivas Regal have done is that to seize the market opportunities and grasp of current consumer behavior trend. The new drinking style-Chivas with green tea is also the key ingredient to adapt to the Chinese market.
      據對中國市場的全面了解,芝華士君威已經收獲了巨大的成功。中國作為一個高傳承、高吸收性的國家,已經基本接受了芝華士君威的市場活動。芝華士君威所做的主要優點是抓住市場機遇,把握當前消費者行為趨勢。新的飲用風格芝華士和綠茶也是適應中國市場的關鍵成分。
      Motivation and value 動機和價值
      Push & Pull factor in Motivation 動機中的推拉因素

      Motivation is the process that cause people to behave as they do, as well as can be intrinsic (push factor) and extrinsic (pull factor) (Solomon, et al, 2006). In terms of push factor, it can be inner impulse to fulfill a certain need, which emerges from a gap between a consumer’s current situation and some desired goal (Foxall, et al, 1998). Referred to Chinese market, it can be found that the target audiences are desired to use luxury goods to achieve upper-lever needs that are Belongingness and Ego needs, even for Sefl-actualization. Therefore, Chivas Regal employs the ‘live with chivalry’ campaign, which intended to arouse the spirit of modern society, and use various activities to attract consumers buying behavior (Solomon, et al, 2006). That is recognized as a process of meeting high status and self-respect, and pursuing ideal self-image. Meanwhile, it is fit to Chivas effect in Chinese market, which means a more luxurious equals to better social status.
      動機是促使人們按照自己的行為行事的過程,也可以是內在的(推動因素)和外在的(拉動因素)。就推動因素而言,它可以是滿足特定需求的內在沖動,這是從消費者當前狀況和某些預期目標之間的差距中產生的。參考中國市場,可以發現目標受眾希望使用奢侈品來實現更高層次的需求,即歸屬感和自我需求,甚至是Sefl的實現。因此,芝華士君威采取了“與騎士精神共存”的運動,旨在喚起現代社會的精神,并利用各種活動來吸引消費者的購買行為。這被認為是一個滿足高地位和自尊,追求理想自我形象的過程。同時,它也符合中國市場的芝華士效應,也就是說,更奢侈意味著更好的社會地位。
      From the perspective of pull factor, it can be found that self schema is activated from outside that can be ads, print, theme party and chivas studio of ‘live with chivalry’. In this point, it is highlighted two distinct target groups in Chinese market. There are some distinction between Chivas Regal 12 and Chivas Regal 18, Chivas Regal 12 mainly target in 25-35 years old, they like to highlight the self-style, willing to share all kinds of wonderful experiences with friends; Chivas 18 focus over the age of 35, it even more emphazises on the ‘successful person’, they require high quality of leisure time, honorable status, and gallantry (Globrand, 2009). Hence, Chivas Regal implements marketing activities through different approaches in China. Targeted at younger segmentation, it had launched ‘voice of Chivalry’- virtual band performance in major well-known club, by way of world-class music experience and party experience, developing young pioneer to identity the ‘Chivas Regal’ brand personality and to participate in the ‘live with Chivalry’ experience. Chivas Regal 18 years, the consumer based is relatively positioned at higher levels, mainly through a small salon, art co-operation to display the high-level taste, high quality of life, a sense of luxury.
      從拉動因素的角度來看,可以發現,自我圖式是從外部激活的,可以是廣告、印刷品、主題派對和“俠義生活”的芝華士工作室。在這一點上,突出了中國市場上兩個不同的目標群體。芝華士君威12和芝華士君威18之間有一些區別,芝華士君威12主要針對25-35歲的人群,他們喜歡突出自我風格,愿意與朋友分享各種精彩經歷;芝華士18關注35歲以上的人,它更強調“成功人士”,他們需要高質量的休閑時間、榮譽地位和勇氣。因此,芝華士富豪在中國通過不同的方式開展營銷活動。針對年輕人細分,推出了“騎士之聲”——在各大知名俱樂部的虛擬樂隊演出,通過世界級的音樂體驗和派對體驗,培養少先隊員識別“芝華士富豪”品牌個性,參與“騎士生活”體驗。芝華士富豪18年來,消費定位相對較高,主要通過小型沙龍、藝術合作來展示高品位、高品質的生活、奢華感。
      Owing to distinction between needs of target consumer, the product of Chivas Regal selectively used its marketing activities to attract and motivate consumers in China, and in this way to satisfy hedonic needs that are subjective and experiential (Solomon, et al, 2006). Here, consumers might rely on Chivas Regal to meet their needs for courage, honor, gallantry, camaraderie, and so on.
      由于目標消費者的需求不同,芝華士君威的產品有選擇地使用其營銷活動來吸引和激勵中國消費者,并以這種方式滿足主觀和體驗的享樂需求。在這里,消費者可能會依賴芝華士君威來滿足他們對勇氣、榮譽、勇氣、友情等的需求。
      Motivational conflict 動機沖突
      Over the process of purchase decision, consumers will face some inevasible choices, which maybe positive and negative(Solomon, et al, 2006). Thus, they always tend to seek valued product to reach a goal. In this case, Chavis Regal has done some possible solutions to these dilemmas.
      在購買決策過程中,消費者將面臨一些不可避免的選擇,可能是積極的,也可能是消極的。因此,他們總是傾向于尋找有價值的產品來實現目標。在這種情況下,Chavis Regal為這些困境提供了一些可能的解決方案。
      The type of conflict can be happened is approach-avoidance in Chivas Regal purchasing. The two obvious negative consequences attached to Chivas Regal is that money drain of high price and health problem. In the presence of these negative outcome, Chivas Regal made a range of publicity to brand value, such as Chivas Heritage and exclusive blend publicity campaign, leading to convince consumers that it is worth in that. With respect to another avoidance is that excessive drinking causing health problem, Chivas Regal has used amount of activities to praise ‘enjoy life’, which is different from Chinese wine culture that more drink means more friendship.
      在購買芝華士君威時,可能發生的沖突類型是避免接近。芝華士富豪的兩個明顯的負面后果是高價格和健康問題造成的資金流失。面對這些負面結果,芝華士君威對品牌價值進行了一系列宣傳,例如芝華士傳統和獨家混合宣傳活動,使消費者相信它值得這么做。關于另一個避免過度飲酒導致健康問題的說法,芝華士富豪用大量的活動來贊美“享受生活”,這與中國葡萄酒文化中的多喝意味著更多友誼不同。
      Values-Chivas Regal 芝華士價值觀
      As one of the world’s most powerful spirits brands, Chivas Regal possesses a train of precious values in the brand, whilst, it is used into different campaign to present its value, from ‘This is Chivas life’ to ‘Live with chivalry’. According to Solomon, et al, (2006), individual motivations are often driven by underlying values. For the sake of conforming with the value of high degree of consumer group, Chivas Regal takes meaning (Gallantry, Honour, Courage and Camaraderie) on its products in the ‘Live with chivalry’ campaign, that can help the person to attain a value-related goal-Chivalry spirit in modern society. In China, the company launches a virtual band to show different value and personality in different member, leading consumers to match themselves into brand values and persuade purchasing behavior.
      作為世界上最強大的烈酒品牌之一,芝華士君威在品牌中擁有一系列寶貴的價值,同時,它也被用于不同的活動來展示其價值,從“這就是芝華士生活”到“與騎士精神一起生活”。根據Solomon等人的研究,個人動機通常由潛在價值驅動。為了符合高度消費群體的價值觀,芝華士君威在“與俠同住”運動中對其產品賦予了意義(英勇、榮譽、勇氣和同志情誼),這可以幫助人們在現代社會中實現與價值相關的目標——騎士精神。在中國,該公司推出了一個虛擬樂隊,在不同的成員中展示不同的價值和個性,引導消費者將自己與品牌價值相匹配,并說服購買行為。
      Evaluation on Chivas Regal’s marketing activity 芝華士君威營銷活動評價
      Chivas Regal has successfully launched a new campaign globally, which foucs on the consumer high level needs, particularly, it creates a virtual band in china to represent four different values to match different personalities. In this ‘Live with Chivalry’ campaign, it makes sence for ‘This is Chivas life’, to specific the needs of self-realization.
      芝華士富豪在全球范圍內成功推出了一項新的活動,以滿足消費者的高層次需求,特別是在中國創建了一個虛擬樂隊,代表四種不同的價值觀,以匹配不同的個性。在這場“活在騎士精神中”的運動中,“這就是芝華士的生活”,以明確自我實現的需要。
      Reference group 參考組
      Humans as social animals, have to be into a group or some groups. According to forms of reference group influence, it reveals that Chivas Regal involved into the Value-Expressive influence, which can enhance the image of themselves, possess the chivalry spirit, and be admired or respected by others (Solomon, et al, 2006). In the ‘Live with Chivalry’ campaign, it has done online and off-line activities to identify and exert influence on them.
      人類作為社會性動物,必須成為一個群體或某些群體。根據參照群體影響力的表現形式,揭示了芝華士君王參與了價值表達影響力,可以提升自身形象,具有騎士精神,并受到他人的欽佩或尊重。在“與俠義同行”運動中,它開展了在線和離線活動,以識別和影響他們。
      Online-Virtual Group 在線虛擬組
      According to CNNIC Report on Internet Development in China (2009), China’s online population and online commercial value has doubled, this environment provides more opportunities to share their interests with each other who never met before. In order to catch up with this advantage, Chivas Regal has paid more attention to build virtual communities in the ‘Live with Chivalry’ campaign. Besides the blogs and boards etc, in which consumers’ shared passion for a brand can translate into a feeling of marketing legitimacy (Cova, et al, 2006). It also sponsors some off-official website communities to give devotees of Chivas to meet and share their experience. Simultaneously, in order to coincide with the core idea of ‘Live with Chivalry campaign’, the new internet resource encourages Chivas consumers to join the Chivalry movement to share their chivalry experience. ‘Join the movement’ create a range of attractive items to consumer to find themselves and motivate Chivas consumers to live with chivalry in their hearts.
      根據CNNIC《中國互聯網發展報告》,中國的在線人口和在線商業價值翻了一番,這種環境提供了更多機會與從未見過面的人分享他們的利益。為了趕上這一優勢,芝華士君威在“與俠同住”的運動中更加重視構建虛擬社區。除了博客和論壇等,消費者對品牌的共同熱情可以轉化為營銷合法性的感覺。它還贊助一些非官方網站社區,讓芝華士愛好者見面并分享他們的經驗。同時,為了與“與騎士一起生活”的核心理念相吻合,新的互聯網資源鼓勵芝華士消費者加入騎士運動,分享他們的騎士經歷?!奔尤脒@項運動“為消費者創造一系列有吸引力的商品,讓他們發現自己,并激勵芝華士消費者在心中帶著騎士精神生活?!?。
      The crest represents young unique identity and knight’s loyalty. Therefore, it fixes the position in this knight group, and maintain brand loyalty.
      徽章代表年輕人的獨特身份和騎士的忠誠。因此,它在騎士集團中定位,并保持品牌忠誠度。
      OUR VISION is the manifesto of knights, using some encouraging manifesto to enhance the cohesion of ‘knight team’ and persuade them to buy. One manifesto- “Let’s raise a glass to resistance movement, to the gentlemen warriors battling to preserve a different way of life”, it can stimulate your pursuit of Chivalry life and be eager to join this team (CHIVAS REGAL, 2009).
      我們的愿景是《騎士宣言》,通過一些鼓舞人心的宣言來增強“騎士團隊”的凝聚力,并說服他們購買。一個宣言——“讓我們舉杯向抵抗運動致敬,向為維護不同生活方式而奮斗的紳士戰士致敬”,它可以激發你對騎士生活的追求,并渴望加入這個團隊。
      Whilst it offers a platform to share their story by celebrities in ‘Live with Chivalry’ option, in which shows various story of high roller to inspire consumer to follow like this, and Chivas Regal makes use of Value-expressive influence to persuade individuals feel that purchase and drink Chivas can help show others what they are or would like to be (Solomon, et al, 2006). This will motivate and encourage consumer to drink Chivas Regal, moreover, it can achieve the process of seeking ideal self-image.
      雖然它提供了一個平臺,讓名人分享他們在“與騎士一起生活”選項中的故事,其中展示了high roller的各種故事,以激勵消費者這樣做,而芝華士富豪利用價值表達影響力,說服個人認為購買和喝芝華士可以幫助他人展示他們是什么或想成為什么。這將激勵和鼓勵消費者喝芝華士,而且可以實現追求理想自我形象的過程。
      Chivas Studio group 芝華士工作室集團
      Consumer as a member of their groups, try to follow actions of those around them, constantly preferences are shaped by their group memberships (Solomon, et al, 2006). In connection with group behavioral trait, Chivas Regal runs abundant of social activities to manufacture group effect and deliver the nature of luxury and passion in their group. The most successful social event is Chivas Studio, which draws a star-studded cast of international A-list celebrities, designers and artists (CHIVAS REGAL, 2009). By means of these events, it takes a great influence and charisma on consumers and especially on the devotees. Chivas Music Studio group represents a fashion, enthusiasm, energy reference group, which directs the consumer to imitate and join them.
      消費者作為其群體中的一員,試圖跟隨周圍人的行動,他們的偏好不斷受到群體成員身份的影響。在群體行為特征方面,芝華士富豪通過豐富的社會活動來制造群體效應,在群體中傳遞奢華和激情的本質。最成功的社交活動是芝華士工作室,該工作室吸引了眾多國際一線明星、設計師和藝術家。通過這些活動,它對消費者尤其是愛好者產生了巨大的影響和魅力。芝華士音樂工作室集團代表了一個時尚、熱情、活力的參考群體,引導消費者模仿和加入他們。
      In Chinese Mainland, Chivas Studio shifts into Chivas Music Studio (Voice of Chivas), which focuses on fashion younger groups in well-known city club. For example, it will host a Voice of Chivas in popular club-Happiness Terminal in the December 19th.
      在中國大陸,芝華士工作室轉型為芝華士音樂工作室(芝華士之聲),專注于知名城市俱樂部的時尚年輕群體。例如,它將于12月19日在廣受歡迎的俱樂部幸福終端舉辦一場芝華士之聲。
      In this event, Chivas Regal invests huge funds to builds up a idealized lifestyle, and overtly impacts the power of celebrities in influencing consumer-purchasing decisions. It is committed to bring out feast that dancing of life, drinking of Chivas Regal. According to Solomon, et al, (2006), If a person admires the qualities of a group, he or she will try to imitate those qualities by copying the referent’s behavior, particularly when the celebrities with you face to face.
      在這次活動中,芝華士富豪投入巨額資金建立理想化的生活方式,并公然影響名人影響消費者購買決策的力量。它致力于帶來生命之舞、芝華士富豪之飲的盛宴。根據Solomon等人(2006年)的說法,如果一個人欣賞一個群體的品質,他或她會試圖通過模仿被指者的行為來模仿這些品質,尤其是當名人與你面對面時。
      WORD-OF-MOUTH communication 口碑傳播
      Interactive communication provides the consumer a approach to garner more supporting arguments for the purchase and to support for the final decision from others (Solomon, et al, 2006). The WOM gives prominence in consumption of Chivas Regal, for example a crowd of friends went to club, they always chose the brand which is suggested from their friends and recommended from comments of website. On the basis of WOM tends to be more reliable and trustworthy compared with messages from more formal marketing channels (Solomon, et al, 2006), Chivas Regal performs huge value-express ads to encourage a person who might be highly involved with ‘Live with Chivalry’, and turn out some activities, such as salon, Chavis Music Studio and free cocktails taste, to cultivate a group of initial well WOM transmitter.
      互動通信為消費者提供了一種方法,可以為購買獲得更多支持理由,并從其他人那里獲得對最終決定的支持??诒怀隽酥トA士君威的消費,比如一群朋友去了俱樂部,他們總是選擇朋友推薦的品牌和網站評論推薦的品牌。與來自更正規營銷渠道的信息相比,口碑往往更可靠、更值得信賴,芝華士富豪(Chivas Regal)推出了巨大的價值快遞廣告,鼓勵高度參與“騎士生活”的人,并推出一些活動,如沙龍、Chavis音樂工作室和免費雞尾酒品嘗,培養一組初始良好的口碑傳輸器。
      Evaluation on Chivas Regal’s marketing activity 芝華士君威營銷活動評價
      Chivas Regal has built a creative virtual reference group in new campign, in the ‘join the movement’ website process, the knight group can avoid the geographical and cultural differences to attract potential consumer. Meanwhile, the Chivas Regal paid more attention to the Chivas Music Studio, which connect with virtual band to hold cycle performance in well-known club.It has verfied that this Chivas Music Studio has gained a great success through the phenomenon of panic purchasing tickets.
      芝華士君威在新campign建立了一個創意虛擬參考群,在“加入運動”網站過程中,knight group可以避免地域和文化差異,吸引潛在消費者。與此同時,芝華士富豪更關注芝華士音樂工作室,該工作室與虛擬樂隊連接,在知名俱樂部舉行自行車表演。事實證明,這家芝華士音樂工作室通過搶購門票的現象獲得了巨大成功。
      Recommendation 建議
      It is recommended that Chivas Regal should take more marketing activities to attract the more sophisticated group, which is weaker compared with younger group. For instance, business men are more prone to drink traditional wine in their commercial affairs. Furthermore, the Chivas Regal website is still developing at present period, it is suggested that more traditional and promotional events, which has done well in Thailand and Hong Kong, china by donating true Chivas crest and fashionable laptop. Confronted with massive competitors’ swarming into Chinese market, Chivas Regal should also pay more attention to PR function in their marketing activities, to enhance the relationship in the sales chain.
      建議芝華士君威應采取更多的營銷活動,以吸引更成熟的群體,這與年輕群體相比較弱。例如,商人在商務活動中更傾向于喝傳統葡萄酒。此外,芝華士富豪網站目前仍在發展中,建議更多的傳統和宣傳活動,通過捐贈真正的芝華士徽章和時尚筆記本電腦,在泰國和中國香港做得很好。面對大量競爭對手涌入中國市場,芝華士君威也應更加重視其營銷活動中的公關功能,以增強銷售鏈中的關系。
      Conclusion 結論
      In this report, it has analyzed how the three different parts influence the Chivas Regal to lay down marketing activities. Besides, it reveals how the Chivas Regal do its marketing activities to explore and consolidate consumer needs. Basically, Chivas Regal has walked a fine line in chinese market, especially in club and KTV subsystem, and ‘Live with Chivalry’ as the dominate marketing campaign, has effective used ‘thinking globally, acting locally’ strategy to trace the consumer behavior in china. Therefore, Chivas Regal gained a successful foothold in china; have to ascribe to intensive study of consumer.
      References 參考文獻
      ANTONIDES, G., & RAAIJ, W.F.V., 1998. Consumer Behaviour: A European Perspective. West Sussex: John Wikey & Sons Ltd.
      COVA, B., KOZINETS, V.K., & SHANKAR, A., 2007. Consumer Tribes. Oxford: Elsevier.
      FOXALL, G., GOLDSMITH, R., & BROWN, S., 1998. Consumer Psychology for Marketing. 2nd edition. Oxford: International Thomson Business Press.
      GUNDE, R., 2002. Culture and Customs of CHINA. British: Greenwood Press.
      SOLOMON, M., BAMOSSY, G., ASKEGAARD, S. & HOGG, M.K., 2006. Consumer Behaviour: A European Perspective. 3rd edition. Essex: Prentice Hall.
      在本報告中,分析了這三個不同部分是如何影響芝華士君威制定營銷活動的。此外,它還揭示了芝華士富豪如何開展營銷活動,以探索和鞏固消費者需求?;旧?,芝華士君威在中國市場,特別是在俱樂部和KTV子系統中走得很好,以“俠義生活”為主導的營銷活動,有效地運用了“全球思考,本地行動”的策略來追蹤中國的消費者行為。因此,芝華士君威在中國獲得了成功的立足點;不得不歸因于對消費者的深入研究。本站提供各國各專業report寫作指導服務,如有需要可咨詢本平臺。


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