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1、ThestrategiesofChanelOutline●WhatisChanel:ThebackgroundofGabrielleChanel●ThebusinessstrategiesofChanel△spiritofinnovation△accuratepositioning△TheStrategyofadvertisement●Advertisementtime●ConclusionWhoisshe?GabrielleChanel→CocoChanel(1883-1971)1905Cocowasacafesinge
2、r1910openedherfirsthatshop1913RegisteredtheChanelBrand1914Openedherclothingstore1921TheperfumeNo.51954ReturnedtoFrance1971PassedawayBrandstyle：elegancy、simple、refinementTricotsailordress針織水手裙Littleblackdress黑色迷你裙Blazer西裝褸Tweed斜紋呢套裝Thewaytosuccessshepursuedfreedom,
3、butshewassentimentallyattachedtomales;shewastoughbutfullofindependentfeminine.(她追求自由但是眷戀男人，她強悍獨立但女人味十足。)Britishindustrialist&ArichOfficerFriend-circle:Elite、aritists、nobles、thebeautifulpeople(名流)Herendlessbusinessstrategy：herspiritofinnovationInordertobeirreplacea
4、bleonemustalwaysbedifferent.WomeninEuproeatthattime：Corseletswithrealpealsandgoldchains.FromCocoChanel’spointofview：Inessence,Chanelprovidedwomenasenseoffreedomandthechoiceofcostumedesignfromamaleperspectiveoffemale’sbeautyintowomen’snewstageofindependence.ChanelN
5、o.5ChanelNo.5dosen’tpayattentiontorestorethescentofflowers,buttomadewiththePureExtracts（提取精華素）totakeoutofthemostmysteriousferfume(香味).Hersecondimportantstrategy：——accuratepositioninggetintotheheartsofthearistocraticladies（打進(jìn)名媛淑女的心房）艾瑪·沃森莉莉-艾倫凱拉·奈特利Highquality,High
6、valueCocoChanelhadafirmbelievethatifthepriceofherproductswashigh,thenherperfectdesignswouldtrulybevalued.★Chanelboutiquesworldwide★upscaledepartmentstores.TheStrategyofadvertisement1Stunningvisualstyleattractspeople’seyes.2Conveyingit’sconnotations(內(nèi)涵)--noble,eleg
7、ancyandrefinementthroughthewholeadvertisement.ItwillletcustomersnotonlyappreciatetheadvertisementbutalsogetthemaininformationoftheChanel’sconnotations.IwearnothingbutafewdropsofChanelNo.5.EverywomanalivewantsChanelNo.53Cooperatingwithsuitablemediacompaniesandpubli
8、shedinafixedamount.Generally,it’sjustpublishedonfamousmagazinesbecauseofit’sspecialcustomers.Thoughitsamountdoesn’tcoveraswideasotherbrands,itwillalways
