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案例编号: MKT-0483
被浏览次数: 188 次
案例名称: 维多利亚:兜售性感美学的秘密
译名: VS: Victoria, the secrets of sexy economy
案例作者: 王妤晗,冯楠
作者单位: 天津大学
指导者:
译者:
背景单位名称: 维多利亚的秘密零售店
行业: 纺织工业
规模: 大型
案例涉及的职能领域: 营销部门/资本运营部门
案例语种: 中文
案例长度(页): 21 页
案例类型: 描述型
中文关键词: 维密;品牌定位;产品策略;渠道合流;整合营销
英文关键词: VS; brand positioning; product strategy; channel integration; integrated marketing
中文摘要: 作为一个女性内衣品牌,维多利亚的秘密成功成为性感、魅力的代名词,曾造就了每分钟卖出600件内衣的神话,销售额蝉联全球内衣品牌首位。但随着千禧一代消费需求的变化,维密业绩逐渐下滑,进军中国市场面临重重挑战。本案例介绍了维密从产生到后来发展壮大的过程,重点突出了品牌定位、整合营销策略和维密面临的内外挑战,以及维密进军中国的可能性。引导学生对产品策略、渠道策略以及整合营销等营销学知识的学习,进一步提升知识应用能力。
英文摘要: As a brand of women's underwear, Victoria's Secret has become the synonymous of sex, mystery, charm and luxury,created the record about 600 underwear sold every minute, consistently ranked the first place in the global underwear brand. However, with the change of consumer demand in the millennial generation, the performance of VS has been gradually declining, and facing many challenge in the Chinese market. This case is based on the developing course of Victoria’s Secrets, highlighting the brand positioning, marketing strategy, both internal and external challenges faced by the company and the possibility of entry into China. This case aims to guide students in product strategy, channel strategy and integrated marketing, in addition to other economic knowledge to further enhance the knowledge and application capabilities.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2017
案例入库时间: 2018-06
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