香奈儿5 STP

香奈儿5 STP营销分析香奈儿5号香水介绍CHANEL香奈儿5号香水——格拉斯的茉莉及玫瑰，透过乙醛丰富的变化，成为最具女性魁力的化身，精致地诠释了经典永恒的女性柔美，展现了独一无二的女性风味。

香奈儿5号香水是奢侈品。

对于“奢侈品”，人们有着不同的理解在国际上，它被定义为“一种超出人们生存与发展需要范围的, 具有独特、稀缺、珍奇等特点的消费品”，因此属于非生活必需品。

随着“超优消费”这一个现象的涌现，一种新奢侈品概念被提出，它们比其他同类商品服务质量更好，品位更高，更让消费者心驰神往，价格不菲但不是让人可望不可及。

无论是传统的奢侈品定义，还是新奢侈品的定义，都有一些共同的特点：它们是价格昂贵的非生活必需品，作为一种标志和符号，更多地体现象征意义，满足人们的精神和心理需求。

Chanel no. 5 perfume, glass's jasmine and rose, through the change of acetaldehyde rich, to be the best female chief force incarnate, delicate to interpret the classic eternal gentle women, show the unique women's flavor. Chanel no. 5 perfume is a luxury.For "luxury", people have different understanding.Internationally, it is defined as "a is beyond people existence and development need the range, has a unique, scarce consumer goods such as exotic, the characteristics of the", therefore belong to the necessaries of life. As "ultra superior spending" that the emergence of a phenomenon, a new luxury concept is put forward, they are better than other similar goods and services quality is better, grade higher, more let consumers with longing, the price does not poor but not let man could not and.No matter be traditional definition of luxury goods, or a new definition of luxury goods, there are some common features: they are expensive the necessaries of life, as a kind of signs and symbols, which more symbolic significance, and satisfy the people's spiritual and psychological need.香奈儿5号香水世界上独有一款香水任凭时光流转却散发日久弥新的魅力，那就是N°5.超过83种的珍贵成份、传统的手工工艺、现代感十足的瓶身、全球通用的名字、梦露的贴身睡衣...令无数女人对它心驰神往. 香奈儿5号香水是全球第一支乙醛花香调的香水，是世界上最著名的香水之一，其创始者恩尼斯•鲍与香奈尔一起创造出了香水历史上的奇迹。

“5”是香奈儿女士的幸运数字，让5成为香水界的一个魔术数字，代表一则美丽的传奇。

用香奈儿自己的话来说：“这就是我要的，一种截然不同于以往的香水，一种女人的香水。

一种气味香浓，令人难忘的香水。

”There is a kind of Unique perfume in the world ,despite the time goes by, but distributing the course of time the charm and fresh , that is, No .5. It has More than 83 kinds of precious ingredients , traditional craftsmanship and modern full b ottle , global name , Monroe 's personal pajamas …it makes most of mowen crazing.Chanel No. 5 perfume is the world 's first acetaldehyde floral perfume, it Is one of the world's most famous perfume . Its founder sthat Ennis Martin and Chanel create a maracle in the history of perfume . " 5" is Ms . Chanel 's lucky number , lets 5 to become a magic number in the perfume sector , representing a beautiful legend . Using Chanel's own words: "this is what I want, a different kind of perfume in the past, a woman's perfume. A smell fragrant, unforgettable perfume.S.市场细分(彭滔)香奈儿产品已经遍及全球，成为女士们的顶级品牌，香奈儿5号香水的市场细分依据是个体偏好,消费者更加关注它们带来的精神价值。

1.心理因素：现代女性重视自我，追求时尚。

她们关爱自己，讲求生活质量和品位，而香奈儿5号目标消费者即注重自由，崇尚知识，尊重人本位的高收入，高品位女性，恰好满足了现代女性的消费心理需求。

2.地理因素：近几年，奢华消费在中国快速的发展起来，香奈儿作为国际著名奢侈品品牌，加快了拓展中国市场的步伐，本土的制造商也开始筹划进入奢侈品领域。

3.人口因素：现在除了影星以及高收入的知识职业外，初期体现为崇尚贵族生活，具有较高生活品味且财力雄厚的女士也成为香奈儿5号的主力顾客群，年龄一般在35岁以上。

4.行为因素：顾客的消费动机是购买和消费产品、服务过程中的体验以及商家给顾客带来的价值和精神享受。

香奈儿5号是以香奈儿女士的幸运数字“5”来命名，它是社会声誉、地位的象征。

香奈儿5号满足了现代女性追求社会、声誉及社会地位的需求，推出以后深受全球女性的喜爱并产生购买行为。

通过分析，我们发现：第一，奢侈品顾客的消费动机主要不是关注商品和服务的具体功能，而是购买和消费商品和服务过程中的体验利益，这就要求我们在定位点选择上更多的考虑给顾客带来的价值和精神享受。

第二，由于奢侈品顾客消费动机比较抽象和综合，因此不像大众化商品的利益定位点在营销组合的一个要素上就能体现，而必须在产品、价格、终端和沟通等多个营销组合要素上体现，有机的营销组合就显得更加重要。

第三，在奢侈品形象沟通过程中，既要保留顾客思考和"梦想"的空间，又要给她们以独特的感受。

第四，奢侈品的稀缺性，源自于原料的稀缺和工艺的高超，因此大多显示出工匠式生产，这就是设计师、工艺师、配兑师成为企业的重要资源，他们主要是满足人们感官需求的。

T.目标市场“香奈儿”目标市场的选择1.目标市场:一线市场（国际）2.目标客户群:对“香奈儿”香水比较忠诚的消费者群（中上层消费者）" Chanel" target market selectionThe 1 target market:A market ( International )2target customers:" Chanel perfume" more loyal consumer groups ( the consumer )香奈儿5号采取市场专业化战略，为了保证香奈儿独特的香氛，公司一直在法国南部专门种植茉莉和玫瑰，一吨多的花瓣仅产出1.5千克香水可,见其精细化程度。

由于它的专业化，今后将受越来越多的女性的青睐。

香奈儿5号在目标市场战略上采取差异性营销。

至今大多数香奈儿5号香水的价格在100美元~300美元之间,它将高消费群体划分为若干需求的细分市场，制定不同的市场营销组合，共同发展，以满足不同消费者的需求。

香奈儿5号的目标顾客可以描述为：注重自由、崇尚知识、尊重人本位的较高收入女性。

她们的同特征是：非常重视自我，追求自由，甚至以香奈儿女士和邓肯女士为榜样，模仿她们的生活凡事，经常光顾自己偏爱的店铺，翻阅时尚类杂志等。

这部分目标顾客是不断变化的，初期体现为崇尚贵族生活、具有较高胜过品味且财力雄厚的女士，但这类顾客仅有200人左右;到二十世界就是年代也不3000人，导致对这部分顾客群的法国高级女装业出现行业亏损。

现在除了硬性名流，高收入的知识职业女性也成为香奈儿5号的主力顾客群，年龄一般在35岁以上。

Chanel 5’s target customer can be described as : Focus on freedom, respect for knowledge , respect for people oriented , higher income women . Attaches great importance to the pursuit of freedom Even set Chanel and Ms. Ms. Duncan as an example, to imitate their life everything.such as Frequently going to favorite shops, flipping through fashion magazines . These are they common features.This part of the target customers are constantly changing,Early advocate of this kind of women who has aristocratic life , higher taste and rich strong finance.But there are only 200 of these customers, yet less than 3,000 people in the twentieth century , besides the hard celebrity, knowledge of the high-income professional women has also become the main customer base of Chanel No. 5,whose age are over 35.Chanel No. 5 is taking a market specializati on strategy.In order to ensure Chanel ‘s unique fragrance, the company devotes to the cultivation of jasmine and roses in the south of France, whose a ton of petals only output 1.5 kg perfume, we can see the degree of precision. Because of its specialization, Chanel No. 5 will be more and more popular among women.Chanel NO.5 takes a diversity marketing stratege in the target market.The majority of Chanel No. 5 perfume at the price of $100 between ~300 dollars, in order to meet the needs of different consumers.it divides high consumption group into a number of market segments of demanding, and make different marketing combinations with common development,.•现在白领女性的文化价值观有了一个相当明显的转变：渴望有独立的经济基础，渴望归属感和温情，充足的收入使她们用购物来安慰自己，以觉得安全和满足。