高考问答csol2隔离区外传:帮我翻译
来源：百度文库 编辑：高考问答 时间：2024/05/07 09:26:43
屈臣氏通过差异化和个性化来提升品牌价值，定价也一般相对较高。屈臣氏集团公共关系总经理倪文玲解释道，是“希望做到价格与市场需求一致”，而不是“具有竞争力的价格”。纵然如此，据个人护理店对600多位女性顾客的调查显示，有超过85%的人认为屈臣氏产品丰富和精致是吸引她们来此购物的首要因素。由此可见，对日益同质化的零售行业，价格已不是吸引顾客的首要因素。“你能在这儿买到其它购物场所买不到的东西。”一位屈臣氏的顾客这样说。
（四）营销策略
1、专业化指导 屈臣氏现在拥有一支强大的健康顾问队伍，包括八十位全职药剂师和一百五十位“健康活力大使”。他们均受过专业的培训，为顾客免费提供保持健康生活的咨询和建议。
2、特色化服务 每家屈臣氏个人护理店均清楚地划分为不同的售货区，货品分门别类，摆放整齐，便于顾客挑选；在店内陈列信息快递《护肤易》等各种个人护理资料手册，免费提供各种皮肤护理咨询；药品柜台的“健康知己”资料展架提供各种保健营养配分和疾病预防治疗方法；积极推行电脑化计划，采用先进的零售业管理系统，提高了订货与发货的效率。如此种种，我们可以看到的是，屈臣氏关心的不仅仅是商品的销售，更注重对顾客体贴细致的关怀，充分展现了其“个人护理”的特色服务。
3、社会营销 企业是社会的企业，“取之于民，用之于民”，屈臣氏深谙其道。2002年，屈臣氏个人护理店与香港癌症基金会发动“粉红革命”，向市民传达预防乳癌的咨讯，并筹募善款用于乳癌的研究。2003年底，又成功支持中国儿童少年基金会实施“春蕾计划”，通过开展爱心购物行动，集捐款项达235800元，令500名失学女童重返校园。这些活动充分体现了屈臣氏的社会责任感，取得了巨大的社会反响。当年商店的营业额获得了80%的增长，更重要的是为企业
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(3) price strategy
Qu Chenshi and the individuality general promotes the brand
value through the difference, the fixed price relative to be also
higher. Qu Chenshi group public relation General Manager Ni Wen Ling
explains that, is "the hope achieves the price to be consistent with
the market demand", but is not "has the competitive ability the
price". Even if so, according to personally nurses the shop to
demonstrate to more than 600 feminine customer's investigation, has
surpasses 85% person to think Qu Chenshi the product rich and is fine
is attracts them to come this shopping the most important factor. Thus
it can be seen, to the daily homogeneity retail sales profession, the
price already attracts customer's most important factor. "You can buy
the thing in here which other shopping places cannot buy." A Qu
Chenshi customer said like this.
(4) marketing strategy
1st, the specialization instructs Qu Chenshi now to have a
formidable healthy consultant the troop, including 80 full-time
employments pharmacists and 150 "healthy vigor ambassador". They have
received specialized training, free provides the maintenance health
life for the customer the consultation and the suggestion.
2nd, characteristic service each Qu Chenshi personally nurses the shop
clearly to divide into the different vending area, the goods
classifies, places neatly, is advantageous for the customer to choose;
Express exhibits the information in the shop "护肤 To be easy" and
so on each kind personally to nurse the material handbook, free
provides each kind of skin to nurse the consultation; The drugs
counter "the healthy friend" the material unfolds the frame to provide
each kind of health care nutrition 配分 and the prophylaxis method
of treatment; Positively carries out the computer plan, uses the
advanced retail trade management system management system, enhanced
the ordering with the efficiency which delivers goods. So all sorts,
we may see is, Qu Chenshi cares about not merely is the commodity
sale, pays great attention to the customer sympathizes the careful
concern, fully has unfolded it "personally nurses" the special
service.
3rd, the social marketing enterprise is society's enterprise, "takes
from the people, with it to the people", Qu Chenshi deeply knows by
heart its road. In 2002, Qu Chenshi personally nurses the shop and the
Hong Kong cancer foundation starts "the flesh color revolution",
transmits the prevention breast cancer to the resident to consult the
news, and raises the friendly funds to use in the breast cancer
research. 2003 year's end, also successfully supports the Chinese
child youth foundation to implement "the spring flower bud plan",
through the development compassion shopping motion, the collection
contributes the fund to amount to 235,800 Yuan, makes 500 to be out
of school the girl to return to the campus. These activities has fully
manifested Qu Chenshi social sense of responsibility, has obtained the
huge social echo. Same year the store turnover has obtained 80%
growth, more importantly is the enterprise