本文是市場學專業的Essay范例，題目是“Overview of Dior's Advertising Strategy（迪奧廣告策略概述）”，1947年，克里斯汀·迪奧設計了一款新型的時裝，之后，他又設計了一款香水來襯托這件衣服，這就是迪奧香水的開端。迪奧發明后，這類香水一直是法國最先進的香水?！霸诜ㄕZ中，迪奧的意思是‘上帝’和‘黃金’，這就是為什么迪奧的產品總是金色的。自1974年以來，“華麗”和“優雅”一直被用來形容迪奧。當你買了一瓶迪奧，你買了一個夢想。2009)“女人變得浪漫，因為不同類型的迪奧香水。迪奧，就像一面神奇的鏡子，讓女人找到可以創造奇跡的自己。在所有類型的香水中，迪奧是最接近女性夢想的。根據百度(2009)，21世紀的早期，新一代的年輕女性都渴望夢想和現實。他們都希望自己有吸引力，迪奧為他們設計了這款香水。這完全是為了展示他們的魅力，讓他們的夢想成為現實。(百度，2009)這就是為什么迪奧的香水永遠閃亮，明亮，清晰，包括慷慨和秘密。迪奧成為現代世界香水的象征。更有力的廣告有效的展示了Dior，讓女性對這個產品感興趣。
In 1947, Christian Dior designed a new style of fashionable dress, after that, he design a perfume to foil the clothes and that was the beginning of Dior’s perfume. After Dior have been invented, this type of perfume has been the best advanced perfume in France. “In French the meaning of Dior is’God’and’Gold’, and that’s why the products are always golden. Since 1974, ‘magnificent’ and ‘elegant’ are always used for described Dior. When you buy a bottle of Dior, you have bought a dream.(Baidu. 2009)” Women become romantic, because of the different type of Dior’s perfume. Dior, like a magical mirror, makes the women find themselves who can create the miracle. In all types of the perfume, Dior is the closest to women’s dreams. According to Baidu (2009), the early years of the 21st century, a new generation of young women all thirst for both dream and reality. They all hope they are attractive and Dior created the perfume for them. It is utterly to show their glamour and let their dreams become the reality. (Baidu, 2009) That is why the Dior’s perfume shinning forever, bright, clear, including generous and secret. Dior becomes a symbol of perfume in the modern world. The stronger advertisement show Dior effectively which makes the women interested in this product.
Theory and Definitions
Marketing is about giving the right product, to the right customers, at the both right pries and right time. Moreover marketing is not just selling the product to the consumers. As a result, before they sell the product they will find out what consumers like (Anderton et al 2008).
市場營銷是在正確的價格和正確的時間給正確的客戶提供正確的產品。此外，營銷不僅僅是把產品賣給消費者。因此，在銷售產品之前，他們會了解消費者喜歡什么(Anderton et al 2008)。
Market mix is the marketing for what the consumers want and it includes the product, price, promotion and place. It is important to balance the four parts to make it more effective. So the four parts must fit together well (Anderton et al 2008).
市場組合是指為滿足消費者需求而進行的營銷活動，它包括產品、價格、促銷和地點。重要的是平衡這四個部分，使它更有效。因此，這四個部分必須很好地配合在一起(Anderton et al 2008)。
Producers use the information in the marketing research to support what consumer’s needs and put them into many groups with the same characteristics, such as Dior is the product for women use. Geographically, demographically, psychographically and behaviourally are the four main ways in which consumers tend to be segmented (Anderton et al 2008).
From the viewpoint of EAP, the report improve student’s writing skills, and also improve the independent skills of this aspect of study. On the other hand, students also learn the knowledge of marketing. In summary, writing the report is good for improve students’ study skill.
The advertisement shows the attractive to the consumers, and help consumers to know how good are the products. At the same time, it is a good chance to know the market of this product, and know the market of this product, and know how the business ways of this product work.
The advertisement describes a sexy young lady with a pink background. The pink color means feminine. That means this product was used by women who have lot of money. In this advertisement, you can see the perfume clearly; it’s shining and makes the perfume looks have some magic in it. If the women use it, the magic will make the user become attractive. The advertisement shows that everyone can own the perfume and use its magic. If the women use this perfume, they will shine just like the perfume. As a result, that means use this perfume will become feminine. Watch the lady; she looks very weak, and she shows the attract. On this special style, this production shows the costly, and explain the bright, shining fashionable girl. This perfume is attractive, like the opening flowers with the special smell around everywhere. It is special including with the fresh perceptual style with the perfect woman; builds a really wonderful skin in the advertisement. The color of the box is shining and bright, and the bottle includes all the styles special attract in the design. From inside to outside, she is in the pink, and let people remained the perfect skin of the world.
According to Anderton et al (2008), the geographical of the Dior is in France, because France is the place where Dior’s produced at the beginning, and also China or America, because of these two countries all have large markets. Secondly, the demographically of the gender are women, and the age of the perfume are between all the age of the women. The social class of Dior is using by the high salary people. This produce is the costly, and it’s not every can buy it. Finally, behaviourally is the hobby consumers have. Dior is the costly, and some consumers think buy the costly will make them become dignity, and that’s the hobby some consumers have.
根據Anderton et al (2008)， Dior的地理位置在法國，因為法國是Dior最初生產的地方，也有中國或美國，因為這兩個國家都有很大的市場。其次，人口統計學上的性別是女性，而香水的年齡在所有女性的年齡之間。迪奧的社會階層被高薪人士所利用。這種農產品很貴，不是每個人都能買到的。最后，行為上是消費者的愛好。迪奧是昂貴的，一些消費者認為買昂貴的會讓他們變得有尊嚴，這是一些消費者的愛好。
According to Anderton et al (2008), there are four parts of the marketing mix, the first is part is the product, and the second part is the price. The price of the Dior is high, and it is just suitable for the high salary consumers. In the advertisement, the perfume’s bottle is shinning for the promotion, TV advertisement is one of the useful ways, internet is another useful ways, and the advertisement of Dior is usually present in the internet. This lady in the picture is Celine Dion, and she is the famous singer in twenty century. The advertisement have improved the product. The last marketing mix is the place. Place is where the consumers buy the product with high-frequency. Dior has many consumers in France, China and America.
根據Anderton et al(2008)，營銷組合有四部分，第一部分是產品，第二部分是價格。Dior的價格很高，正好適合高工資的消費者。在廣告中，香水的瓶子在為促銷而發光，電視廣告是一種有用的方式，互聯網是另一種有用的方式，迪奧的廣告通常會出現在互聯網上。圖片中的這位女士是席琳·迪翁，她是二十世紀著名的歌手。廣告改進了產品。最后一個營銷組合是地點。Place是消費者高頻購買產品的地方。迪奧在法國、中國和美國有很多消費者。
In conclusion, according to the Dior’s perfume shows the four types of segmentation and 4Ps in marketing research. In discussion, in the different segmentation are showing how the 4Ps describe the Dior’s perfume. The bottle of the Dior’s perfume is the shining style. That is show the products value. And that is why consumers pay attention to this product. The advertisement choose this young beautiful lady to attract the consumers to buy the product, and to show how attractive the produce is.
Dior’s perfume is very popular and high class, and the advertising really in the magazine but no where else. If put some advertise in the internet or in TV, it will become more influences. According to this report, it includes EAP and business study. In this process, I know how to find the advertisement and show all background I can see. From writing this report, I have increased the organization of writing report. In addition, I learned how to use the skill to discuss the advertisement. I think Dior need to increase the different promotion such as TV advertisement and the internet.
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