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在20世纪70年代初期,雷夫隆公司的营销研究发现,妇女们欲与男人一争长短,想建立个人的身份地位。针对这种70年代的新女性,雷夫隆公司推出了彩妮牌香水——第一种“生活型”香水,立刻大受妇女欢迎,并且成了世界上最畅销的香水。 20世纪70年代晚期,雷夫隆公司的研究却发现,女性的态度又有了极大的转变:“……女性已经有了彩妮所强调的男女平等的观念,如今她们所渴求的是重新表现她们温柔的一面。”雷夫隆公司巧妙地将彩妮从“生活方式”的定位中撤出,而导向强调“温柔和浪
In the early 1970s, Ralph Lauren’s marketing research found that women wanted to compete with men and establish personal status. In response to this new woman of the 70’s, Levron introduced the Celtic perfume - the first ”life style“ fragrance - immediately popular with women and the world’s best-selling fragrance. In the late 1970s, Ralph Lauren’s research found that women’s attitudes changed dramatically: ”... women already have the notion of equality between men and women emphasized by Cain, and what they are looking for now is Re-performance of their gentle side. “Ravenels company cleverly will Canet from ” lifestyle “withdrawal of orientation, and orientation emphasizes ” gentle and waves