雙語(yǔ)閱讀：哈根達(dá)斯的發(fā)展旅程

    哈根達(dá)斯的發(fā)展旅程

    那句廣為流傳的愛(ài)情箴言你一定聽(tīng)過(guò)：如果愛(ài)她，就給她買(mǎi)哈根達(dá)斯。這奇妙的甜品到底是如何流傳起來(lái)的呢？

    Haagen-Dazs from Europe starting in 1989 to expensive than regular ice cream 5-10 times the price， we should On prices， H？agen Dazs There is no advantage at all. However， it adopted a unique marketing strategy， and quickly occupied the market， a top ice cream brand. H？agen Dazs Jingui implement its strategy. First， Haagen Dazs set up shop not in the ordinary flow Xining supermarkets and grocery stores， show their faces in public， and a bunch of cheap ice cream mix. Haagen Dazs leisure fashion shops are located in bustling section of the shop by shop layout designers carefully， strongly create elegant atmosphere， and sometimes， a flagship store layout will cost several million dollars.

    Compared to other ice cream food， Haagen Dazs consumer groups to be much smaller. It is understood that the "Haagen Dazs almost do television advertising，" the majority of ads are highly visual impact of the print ads， in particular some of the media release， lock those pyramid tip consumers. Moreover， as long as the cumulative consumer spending 500 yuan to fill in a small form can become their members， these members will be regularly sent to direct mail advertisements. Of course， customers were numerous verbal propaganda Haagen Dazs is a powerful weapon.

    Haagen Dazs advertising words， there are always many creative ingenuity， so it is familiar with relish by the people.

    ☆ initial advertisements such as： "delicious Haagen Dazs， like gold in the 24-K 24K， Japan Kobe beef， in particular the original palm oil， and the ordinary mushroom truffles， and China's ceramics， Tiffany Africa …… 'ice cream areas' in the Need for. "

    ☆ "New York Times" to the domineering full advertising words： "a Rolls-Royce automobile， a Haagen Dazs ice cream."

    ☆ warmth of advertisements， such as： "Always in inadvertently， to bring you a most meticulous and considerate care."

    ☆ "love her， let her eat Haagen Dazs" This classic sensational advertisements to attract more numerous Haagen Dazs lovers become regulars. Love the product label affixed to Haagen Dazs has become an intelligence people's feelings and love Token witnesses.

    Today， Haagen Dazs has 55 countries in the world with approximately 700 stores with annual sales of more than 1 billion US dollars （about 8.28 billion yuan）。 Haagen Dazs deservedly become the world's most popular top ice cream brand. In the United States， H？agen Dazs market share of 6.1%， 1% in France， 4.6% in Japan， 4% in Singapore， in Hong Kong for 5 per cent.

    Determined to take the "Qugaohegua" line Haagen Dazs or won the majority of the customers follow， accurate positioning in the marketplace dedicated brand goals and dreams right to the use of markets， it is the real secret of success.

    哈根達(dá)斯1989年從歐洲起步，以比普通冰淇淋貴5—10倍的價(jià)格，要論價(jià)格，哈根達(dá)斯毫無(wú)優(yōu)勢(shì)可言。但它通過(guò)獨(dú)特的營(yíng)銷(xiāo)策略，迅速占領(lǐng)市場(chǎng)，成為頂級(jí)冰淇淋品牌。哈根達(dá)斯貫徹了其矜貴策略。首先，哈根達(dá)斯自設(shè)專(zhuān)賣(mài)店，絕不在人流熙攘的普通超市和雜貨店里拋頭露面，與廉價(jià)冰淇淋混成一堆。哈根達(dá)斯休閑小店均設(shè)于時(shí)尚繁華路段，店里店外由設(shè)計(jì)師精心布置，極力營(yíng)造高雅情調(diào)，有時(shí)，一間旗艦店的布置會(huì)耗資數(shù)百萬(wàn)美元。

    相比其他冰淇淋食品，哈根達(dá)斯的消費(fèi)群體要小得多。據(jù)了解，“哈根達(dá)斯幾乎不做電視廣告”， 大部分廣告都是極富視覺(jué)沖擊力的平面廣告，在特定的一些媒體上發(fā)布，鎖定那些金字塔尖的消費(fèi)者。而且，只要消費(fèi)者累積消費(fèi)了500元，填寫(xiě)一張小表格就可以成為他們的會(huì)員，會(huì)定期給這些會(huì)員寄直郵廣告等。當(dāng)然，顧客們無(wú)數(shù)的口頭宣傳也是哈根達(dá)斯的有力武器。

    哈根達(dá)斯的廣告詞，總是有許多別出心裁的創(chuàng)意，因此為熟悉它的人們所津津樂(lè)道。

    ☆最初的廣告詞如：“美味的哈根達(dá)斯，就像黃金里的24K足金，日本神戶(hù)的牛肉，特別原始的棕欖油，平凡蘑菇的塊菌，中國(guó)的陶瓷，非洲的人妖……是‘冰淇淋領(lǐng)域’中的極品之作。”

    ☆《紐約時(shí)報(bào)》給予的霸氣十足的廣告詞：“汽車(chē)有勞斯萊斯，冰淇淋有哈根達(dá)斯。”

    ☆ 溫情的廣告詞，如：“總是在不經(jīng)意的時(shí)候，給你帶來(lái)一份最細(xì)致體貼的關(guān)懷。”

    ☆ 而“愛(ài)她，就請(qǐng)她吃哈根達(dá)斯”這句經(jīng)典的煽情廣告詞更是吸引了無(wú)數(shù)情侶成為哈根達(dá)斯常客。 將產(chǎn)品貼上愛(ài)情標(biāo)簽，使哈根達(dá)斯儼然成為情人們的愛(ài)情信物和感情見(jiàn)證人。

    在今天，哈根達(dá)斯已在全球55個(gè)國(guó)家擁有約700個(gè)專(zhuān)賣(mài)店，年銷(xiāo)售額逾10億美元（約合82.8億元人民幣）。哈根達(dá)斯當(dāng)之無(wú)愧地成為全球最具人氣的頂 級(jí)冰淇淋品牌。在美國(guó)本土，哈根達(dá)斯的市場(chǎng)占有率為6.1%，在法國(guó)為1%，在日本為4.6%，在新加坡為4%，在香港為5%.

    矢志走“曲高和寡”路線的哈根達(dá)斯還是贏來(lái)了廣大顧客的追隨，準(zhǔn)確的市場(chǎng)定位、執(zhí)著的品牌目標(biāo)和對(duì)夢(mèng)想恰到好處的市場(chǎng)運(yùn)用，才是它成功的真正秘訣。