摘要
品牌定位是指企业在市场定位和产品定位的基础上,对特定的品牌在文化取向及个性差异上的商业性决策,它是建立一个与目标市场有关的品牌形象的过程和结果,同时是企业获取竞争优势的核心所在。本文分别从市场定位策略、文化定位策略、情感定位策略三个角度讨论香奈尔的品牌定位,并进行简要的总结。
Brand positioning means that on the basis of market positioning and product positioning, enterpris-es make commercial decisions of cultural orientation and individual difference for the specific brand. It is a process and result of creating a brand image that related to the target market and also a kernel to acquire competence ad-vantage for enterprises. This paper discusses the brand positioning of Chanel from three angles, namely, market po-sitioning strategy, cultural orientation strategy and emotional positioning and makes a brief conclusion.
出处
《科技广场》
2014年第3期142-149,共8页
Science Mosaic
关键词
品牌
定位
策略
香奈儿
Brand
Position
Tactics
Chanel
