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MVI69-MCM |
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商店名稱: |
廈門仲鑫達(dá) |
信息類型: |
踢腳板 |
有效時(shí)間: |
長(zhǎng)期有效 |
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MVI69-MCM
MVI69-MCM
西屋 - 西屋電氣在中國(guó): 面臨問(wèn)題:包括我們的一日三餐和生活方式,在我們生活的方方面面,西屋電氣都曾經(jīng)是一個(gè)家喻戶曉的品牌。1917年,西屋電氣與制造公司生產(chǎn)了第一臺(tái)電氣爐灶,緊隨其后的是電熨斗和咖啡過(guò)濾器。1934年,他們?cè)诙砗ザ碇荩∣H)的曼斯菲爾德(Mansfield)開(kāi)放了第一個(gè)全電氣化住宅展示廳——“全電氣化的明日之家”。20世紀(jì)20年代,西屋電氣將其家用電器業(yè)務(wù)擴(kuò)展到許多海外市場(chǎng),產(chǎn)品遠(yuǎn)銷英國(guó)和中國(guó)。20世紀(jì)前50年,在MVI69-MCM
MVI69-MCM
中國(guó)上海這種大都市生活的富裕中國(guó)家庭中間,西屋牌的廚房電器、無(wú)線電收音機(jī)和臺(tái)式電扇都是備受珍視的對(duì)象。不幸的是,由于30年代的日本侵華戰(zhàn)爭(zhēng),西屋電氣終止了家用電器在中國(guó)的銷售。西屋電氣回到美國(guó),直到1972年主要的家電部門被出售之前,一直繼續(xù)在生產(chǎn)家用電器。但從那以后,西屋電氣產(chǎn)品逐漸地淡出了市場(chǎng)。盡管如此,西屋電氣品牌的口碑仍然是美國(guó)和全世界消費(fèi)者記憶中的寶貴財(cái)富。如何通過(guò)品牌授權(quán),喚醒并重新塑造沉睡中的知名品牌,在遠(yuǎn)東地區(qū)重振其全盛時(shí)期的雄風(fēng)——這是衡點(diǎn)品牌第一次與西屋電氣合作時(shí)所面臨的挑戰(zhàn)。
解決方案:衡點(diǎn)品牌有限公司(LMCA) 作為專業(yè)的品牌運(yùn)營(yíng)和品牌授權(quán)機(jī)構(gòu),開(kāi)始著手對(duì)西屋電氣的歷史進(jìn)行了廣泛的研究,發(fā)現(xiàn)了其過(guò)去銷往中國(guó)的具體的歷史發(fā)展過(guò)程。研究包括考察古老的西屋電氣博物館(現(xiàn)在的美國(guó)賓州匹茲堡市海因斯歷史中心);參觀上海的古董市場(chǎng),在那里,你仍然可以找到一些西屋牌家用電器產(chǎn)品!同時(shí),為了確定西屋電氣品牌在中國(guó)人的記憶中仍然留存著良好口碑,衡點(diǎn)品牌執(zhí)行了一項(xiàng)品牌知名度調(diào)查,覆蓋了橫跨中國(guó)的4個(gè)一線城市和4個(gè)二線城市?;谶@些發(fā)現(xiàn),衡點(diǎn)品牌利用其所有品牌延伸授權(quán)方法論,為西屋電氣在中國(guó)確定了多樣化的品牌授權(quán)產(chǎn)品種類(既有傳統(tǒng)產(chǎn)品,也有新興產(chǎn)品),并基于他們的品牌特征、相關(guān)度、可信性和杠桿作用按照優(yōu)先次序進(jìn)行了排列。在確定未來(lái)的被授權(quán)商上,衡點(diǎn)品牌也使用了品牌授權(quán)的本土定位,所以,衡點(diǎn)品牌(LMCA)為西屋電氣制定的品牌授權(quán)規(guī)劃完全是按照西屋在中國(guó)的獨(dú)特北京而量身打造的。
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