國(guó)際商務(wù)知名品牌簡(jiǎn)介
Benetton is a globally known fashion brand based in Italy. It was founded in 1965 by Luciano Benetton and other family members. He had the idea of selling very colorful clothes at a local market and it caught on.Continuing with this theme, the company marketed itself as the “United Colors of Benetton”. It now has 6,000 stores around the world and produces 150,000 items of clothing. Its website says it is “a group witha strong Italian character whose style, quality and passion are clearly seen in its brands.” Benetton is famous for its clever advertising campaigns. The company name was put on a series of shocking photographs,such as two horses mating or a bloodied newborn baby. The shock tactics worked to greatly increase market share and profits.
貝納通是意大利的全球時(shí)尚品牌。1965年，朱麗安娜·貝納通和其他家庭成員建立了貝納通品牌。他曾經(jīng)想在當(dāng)?shù)厥袌?chǎng)售賣彩色服裝，這得到了人們的熱烈歡迎。之后他繼續(xù)這一主題，公司的宣傳標(biāo)語是打造“貝納通的色彩王國(guó)”�，F(xiàn)在，貝納通在全世界有6000家商店，并生產(chǎn)15萬款服裝。其網(wǎng)站稱“貝納通有著鮮明的意大利風(fēng)格，它的款式、質(zhì)量、激情在貝納通上都顯而易見。”它還因?yàn)槠涿舾械膹V告市場(chǎng)而著名。貝納通還有一些令人震驚的廣告照片，例如兩只正在交配的馬，或是剛出生的嬰兒。這樣的技巧很好地增加了市場(chǎng)份額，并獲得了效益。
The Barbie doll is one of the most successful toys in history. It was launched in 1959 by the U.S. toy manufacturer Mattel. It has since become a cultural icon. American businesswoman Ruth Handler came up with the idea of an adult doll for small girls after seeing her daughter dressing up paper dolls. The name ‘Barbie’comes from Handler’s own daughter Barbara. Over 350,000 dolls were sold in the first year. Over a billion Barbies have been sold since. Clever marketing means toy execs keep Barbie up with the times. They adjust to every cultural challenge and change. Her waist was recently widened to avoid stereotypes that women must be thin. She also sports a tattoo on her back. Sales are also boosted by a range of pets, cars andaccessories，everything the young woman might need.
芭比娃娃史上最成功的玩具之一。1959年，玩具制造商美泰在美國(guó)建立了芭比娃娃。從此，芭比娃娃成為了一種文化符號(hào)。美國(guó)商人露絲·漢德勒想出了為女孩制作成年娃娃的構(gòu)想，這是因?yàn)樗?jīng)看見她的女兒為紙娃娃穿衣服。“芭比”一次是源自漢德勒的女兒芭芭拉的名字。創(chuàng)建的第一年就銷售了35萬件娃娃。之后又賣出了超過10億件的娃娃。高明的營(yíng)銷策略使得芭比娃娃總與時(shí)俱進(jìn)。他們會(huì)根據(jù)不同的文化而做出不同的調(diào)整。人們加寬了娃娃的.腰部，這樣可以避免女人全部都是纖細(xì)腰身的觀念。娃娃背后還加上了紋身。寵物、汽車以及裝飾品的出現(xiàn)也促進(jìn)了銷售，這些都是年輕女性所需要的。
Avon is the world’s largest cosmetics and perfume company. It’s also one of the oldest. It was founded in New York in 1886 by a door-to-door book salesman David H. McConnell who gave away perfume to encourage sales. The perfume became more popular than the books so he established the California Perfume Company. Since then it has become a multinational corporation, employing over 40,000 people in 140-plus countries across the globe, and has annual sales in excess of $10 billion. The company uses a mix of sales strategies, relying on door-to-door selling, catalogues and retail stores. Traditionally, the trademark ‘Avon lady’ would come to customers’ doors. The company is expanding quickly into China and Russia and has also targeted the market for male cosmetics.
雅芳是世界上最大的化妝品和香水公司。它也是歷史最古老的企業(yè)之一。1886年，雅芳由一位上門售賣圖書的大衛(wèi)·麥康奈爾率先在紐約成立，他利用免費(fèi)香水來促進(jìn)銷售。香水的歡迎度要遠(yuǎn)高于圖書，這使他建立了加利福尼亞香水公司。此次以后，它變成了一家跨國(guó)公司，并在全世界擁有員工4萬余人，公司遍布全球140多個(gè)國(guó)家。年銷量超過了100億美元。公司利用了許多種銷售策略，并依靠上門銷售、零售商店以及手冊(cè)。從傳統(tǒng)意義上講，“雅方小姐”會(huì)來到顧客的門前。公司在中國(guó)和俄羅斯迅速擴(kuò)張，并逐漸打開了男士化妝品市場(chǎng)。
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