被中国人误读的消费符号

• 作 者: 朱坤
• 出 处: 青年博览
• 发表日期: 2007年24期
• 关键词: 消费符号 华士 哈根达斯 消费人群 巴克 全球策略 公司精神 关国 加冰 舒尔

Chivas 芝华士在国外,威士忌被认为是一种老头子酒,很难想象,会有大学生的毕业派对选择威士忌。事实上,当芝华士在1992年大规模进入中国时,消费人群定位和所有洋酒品牌一样:成功人士。但现在,芝华士已经成为中国第一大威士忌品牌,其在中国的销量超过美国和欧洲。在苏格兰爱丁堡著名的威士忌中心,芝华士在数百种威士忌品牌中毫不起眼,许多英国人也是到了中国才知道这个来自苏格兰的威士忌品牌。但在中国,芝华士已成为威

Chivas Chivas is abroad, whisky is considered to be an old wine, it is difficult to imagine that there will be college students choose whiskey graduation party. In fact, when Chivas entered China on a large scale in 1992, the positioning of consumers was the same as for all wine brands: successful people. But now, Chivas has become China’s largest whisky brand, its sales in China than the United States and Europe. In the famous Whiskey Centre in Edinburgh, Scotland, Chivas is unremarkable among hundreds of whisky brands. Many Britons came to China to know this Scottish whisky brand. But in China, Chivas has become a prestige