本文是市场学专业的Essay范例，题目是“Overview of Dior's Advertising Strategy（迪奥广告策略概述）”，1947年，克里斯汀·迪奥设计了一款新型的时装，之后，他又设计了一款香水来衬托这件衣服，这就是迪奥香水的开端。迪奥发明后，这类香水一直是法国最先进的香水。“在法语中，迪奥的意思是‘上帝’和‘黄金’，这就是为什么迪奥的产品总是金色的。自1974年以来，“华丽”和“优雅”一直被用来形容迪奥。当你买了一瓶迪奥，你买了一个梦想。2009)“女人变得浪漫，因为不同类型的迪奥香水。迪奥，就像一面神奇的镜子，让女人找到可以创造奇迹的自己。在所有类型的香水中，迪奥是最接近女性梦想的。根据百度(2009)，21世纪的早期，新一代的年轻女性都渴望梦想和现实。他们都希望自己有吸引力，迪奥为他们设计了这款香水。这完全是为了展示他们的魅力，让他们的梦想成为现实。(百度，2009)这就是为什么迪奥的香水永远闪亮，明亮，清晰，包括慷慨和秘密。迪奥成为现代世界香水的象征。更有力的广告有效的展示了Dior，让女性对这个产品感兴趣。
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).
市场营销是在正确的价格和正确的时间给正确的客户提供正确的产品。此外，营销不仅仅是把产品卖给消费者。因此，在销售产品之前，他们会了解消费者喜欢什么(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).
市场组合是指为满足消费者需求而进行的营销活动，它包括产品、价格、促销和地点。重要的是平衡这四个部分，使它更有效。因此，这四个部分必须很好地配合在一起(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.
根据Anderton et al (2008)， Dior的地理位置在法国，因为法国是Dior最初生产的地方，也有中国或美国，因为这两个国家都有很大的市场。其次，人口统计学上的性别是女性，而香水的年龄在所有女性的年龄之间。迪奥的社会阶层被高薪人士所利用。这种农产品很贵，不是每个人都能买到的。最后，行为上是消费者的爱好。迪奥是昂贵的，一些消费者认为买昂贵的会让他们变得有尊严，这是一些消费者的爱好。
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.
根据Anderton et al(2008)，营销组合有四部分，第一部分是产品，第二部分是价格。Dior的价格很高，正好适合高工资的消费者。在广告中，香水的瓶子在为促销而发光，电视广告是一种有用的方式，互联网是另一种有用的方式，迪奥的广告通常会出现在互联网上。图片中的这位女士是席琳·迪翁，她是二十世纪著名的歌手。广告改进了产品。最后一个营销组合是地点。Place是消费者高频购买产品的地方。迪奥在法国、中国和美国有很多消费者。
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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