从爱马仕年题设计解读其独特的营销手段

Interpretation of Unique Marketing Methods of Hermès from Its Yearly Theme

针对法国爱马仕品牌成功的营销手段——年题,通过对年题订立的背景、推广的方式、对品牌提升的作用、设立的因素等研究,得出爱马仕成功品牌营销带给人们的启示:品牌要有自己独特的个性,品牌的推广活动要准确锁定自己的目标客户群,品牌的风格与定位在于不懈的坚持。同时认为年题的制定不是一蹴而就的事情,也不是对所有品牌都适用,必须注意品牌文化的建设、积累和沉淀,而且在借鉴成功品牌文化和营销手段的同时,要注重自己品牌文化的起源和创建,需要有自己的历史和创新。

In allusion to the successful marketing method of French Hermès,through the research on the establishment background of yearly theme,its promotion methods and effect on brand improvement,and factors of its establishment,this paper obtains the inspirations of successful brand marketing of Hermès： a brand must have its unique personality;promotional activities of brand should accurately focus on its target customer base;brand style and positioning consist in persistence.Meanwhile,this paper believes that the establishment of yearly theme is not something than can be accomplished in an action,nor does it apply to all brands.Attention must be paid to the construction,accumulation and precipitation of brand culture.While using successful brand culture and marketing methods for reference,it is also necessary to pay attention to the origin and establishment of its own brand culture and have its own history and innovation.