摘要
本人通过研究哈根达斯公司在厦门市场的战略,针对该公司如何提高竞
争力、提升品牌影响力和增加经营利润方面进行了分析
论文中运用了几个不同的理论,所涉及的理论都源于其他大学教授著作、
出版书籍和互联网资料,在参考文献部分清晰地注明了出处
论文分析了哈根达斯公司定位其品牌为奢侈品牌所带来的消费影响,发
现哈根达斯公司在厦门市场成功的原因之一在于其外资企业背景,另外一个原
因是对哈根达斯奢侈品牌成功的塑造
虽然哈根达斯公司在厦门市场很成功,但是在调研的过程中,发现该公
司的不少方面均存在可能的提升空间,如果加以适当的改进,相信可以帮助哈
根达斯公司获得更多的市场份额、更多的客户和提高竞争力。作者认为哈根达
斯公司应该在提供符合其品牌定位的服务、产品、目标市场和消费环境这些方
面贯彻公司的整体市场战略
经过分析和论证,作者认为哈根达斯公司依然有很大可能的潜在市场发
展机会,针对该公司原有商业战略各个层次的改进将有力地帮助和支撑该公司
开拓市场
关键词:哈根达斯,市场营销,战略,创新,厦门
Abstract
With an average growth of 20% over the last 25 years, Xiamen, medium city of
South-East China, changed from a poorly developed city into a large well of wealth.
Its developed economy generated a wealthy population and a welcoming environment
that soon represented a strong interest for foreign companies. In 2008,Haagen-Dazs,
the American premium ice cream giant stepped on the island and opened its first
franchise in the city. Offering a product far from the Chinese traditional consumption
habits at a price well above any of its competitor, Haagen-Dazs Xiamen managed to
achieve a quick success with a solid 12% growth.
In this thesis, the author analyzed the marketing strategy of Haagen-Dazs
Xiamen, and stated what, according to this research, should be done in order to
increase HSagen-Dazs brand image and business in the Xiamen Market.
To go further in details and conduct this research, the author had to base its work
on several theories. All theories used in this paper are taken from the work of different
authors collected in their different work. Each of them is noted in the references below.
In this research the author analyzed how Haagen-Dazs created a strong brand
image based on a premium product appealing feelings of luxury and high status to its.
consumers. The author noticed that Haagen-Dazs Xiamen marketing strategy is
strongly based on the outside standard of its source and that,in Xiamen the company's
success is more linked to the brand image than to the core quality of its products.
Although the company is quite successful in the Xiamen Market, the author soon
noticed that many ameliorations could be made in order to achieve a better market
presence, attain more constmiers and better compete with other brands.
Finally, the author concluded that in Xiamen, Haagen-Dazs has a strong potential
for development and growth,but in order to take full advantage of it,the company
should implement several changes in almost all levels of its marketing operations.
Keywords :Haagen-Dazs, marketing, strategy, innovation, Xiamen