香奈儿营销策略分析

  香奈儿这个品牌是由一个美丽的法国女子Chanel创立并以自己的名字命名的。香奈儿的品牌标志是由她的爱称coco的两个字母组合而成。双C的标志已经成为了一种时尚界的骄傲，也是 这个世界上女人们最想拥有的品牌。而香奈儿的经典性标志将永远引领时尚潮流。本文深入探究国际奢侈品牌香奈儿的营销策略，明确的市场定位，从产品、价格、分销渠道和促销策略等方面完善自身成为了香奈儿成功的重要原因，但营销过程中所出现的问题是本文的研究方向，意在通过分析来改善香奈儿的营销方式，使其获得更大的市场。

关键词：香奈儿；市场定位；营销策略

Abstract

 Chanel was founded by a French woman named Chanel and in its own name brand. By her nickname coco Chanel brand logo is a mix of two letters. Double C logo has become a fashion of proud, is also one of the women want to have a brand in the world. And the classic Chanel logo will always lead the fashion trends. In this paper, further to explore the marketing strategies of international luxury brand Chanel and a clear market positioning.From product, price, distribution channels and sales promotion strategies and so on perfecting itself became the important reason for the success of Chanel, but is for the problems in the process of marketing research direction of this article, aimed at through analysis in order to improve the marketing of Chanel to get more market.

Key Words: Chanel; market Positioning；marketing strategies 

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