Swatch与时俱进的市场定位
2023年8月23日发(作者：物流专业就业前景怎样)
春节一天的流程-
健康
Swatch与时俱进的市场定位
瑞士手表一向以高品质、高档次、高价位著称，如劳力士、梅花、派捷特、隆奇等品牌手表一直占据高档手表市场。然而，随着消费者对手表要求的改变，受日本和香港等厂商出产的中低价位但式样新颖的手表的冲击，定位于技术复杂、品质优异的瑞士手表销售逐渐走下坡路，失去了往日风光。 1981 年，瑞士最大的手表公司的子公司 ETA 开始一项新计划，结果推出了著名的 Swatch 手表，并迅速风靡全球手表市场。该手表不是以高品质、高价位定位，而是以款式新颖和低价位但不失高格调定位。该手表价格从 40
美元到 100 美元不等，它主要作为时装表来吸引活跃的追求潮流的年轻人。 Swatch 每年都要不断推出新式手表，以至于人们都焦急地期待新产品的出现，并将之作为收藏品。
在低价位的基础上， Swatch 是如何保持它的高格调形象呢 ? 全凭销售渠道和限量生产。在美国，
Swatch 手表最初在珠宝店和时新店销售，现今在高档货店也有销售，但不进入批发市场。它在几家大型百货商店中开设了专柜，以增加辅助品的销售，如太阳镜、眼镜盒等，让顾客在整个 Swatch 氛围中欣赏公司的产品设计。 Swatch 手表虽然每年推出新款式，但每种款式在推出 5 个月后即停止生产，因而即使是最便宜的手表都有收藏价值，获得了 “ 现代古董 ” 的美称。
通过高贵的名店销售价格便宜的商品，它给顾客感觉就变成了 “ 物美价廉 ” 。 Swatch 之所以能为瑞士表夺回江山，最重要的就在于 “ 物美价廉 ” 定位策略的成功。可见，在外界环境发生变化之后，企业定位也应随之调整。
Swiss watch always with high quality, high grade, the
rolex, the plum flower, send JieTe,
watch has held such high-grade watch
high level, if
RON's brand
market. However, with the change of consumer
demands, watch Japanese and Hong Kong etc from
manufacturers in low but new style watch, located in
the complex technology, excellent quality of the Swiss watches sales gradually downhill, lost
his scenery. In 1981, the largest Swiss watch company subsidiary ETA began a new plan, the
result out famous Swatch watch, and watch quickly became popular in the world market.
This watch is with high quality and high level position, but with novel style and low price but
not high style localization. This watch price from $100 to $40, it mainly as a fashion to
attract active pursuit of tide young man. Swatch to continuously introduce New Year, people
watch anxiously expect appearance of new products, and a collection.
In the low price, and on the basis of keeping it how Swatch high-brow image? By sales
channel and set limit to produces. In the United States, and watch shop in initial Swatch store
sales, when in high-grade HuoDian have sales, but not into wholesale market. It in several
large department stores opened counters, to increase sales of AIDS, such as sunglasses,
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glasses box, let customers throughout the Swatch atmosphere of product design company
enjoy. Although New Year Swatch watch each style design, but within five months after, so
even if stop production is the most expensive watches are valuable antiques, obtained
"modern" the laudatory name.
Through the shops selling price cheap noble of goods, it gives customers feel becomes
"cheap". The Swiss watch back for Swatch podium, the most important is "cheap"
localization strategy of success. Visible, in the external environment changes, also should be
adjusted subsequently enterprise positioning.
可见Swatch的市场定位即是与劳力士、梅花、派捷特、隆奇等品牌手表走相背的路线，他有高档手表的质量与外型，却是走低价路线，这成了他的一个优势。通过高贵的名店销售价格便宜的商品，是顾客感到物美价廉，这是Swatch 市场定位的成功之处。
Swatch与时俱进的市场定位 ............................................................................................. 1
瑞士手表一向以高品质、高档次、高价位著称，如劳力士、梅花、派捷特、隆奇等品牌手表一直占据高档手表市场。然而，随着消费者对手表要求的改变，受日本和香港等厂商出产的中低价位但式样新颖的手表的冲击，定位于技术复杂、品质优异的瑞士手表销售逐渐走下坡路，失去了往日风光。 1981 年，瑞士最大的手表公司的子公司 ETA 开始一项新计划，结果推出了著名的 Swatch 手表，并迅速风靡全球手表市场。该手表不是以高品质、高价位定位，而是以款式新颖和低价位但不失高格调定位。该手表价格从
40 美元到 100 美元不等，它主要作为时装表来吸引活跃的追求潮流的年轻人。 Swatch
每年都要不断推出新式手表，以至于人们都焦急地期待新产品的出现，并将之作为收藏品。.......................................................................................................................... 1
在低价位的基础上， Swatch 是如何保持它的高格调形象呢 ? 全凭销售渠道和限量生产。在美国， Swatch 手表最初在珠宝店和时新店销售，现今在高档货店也有销售，但不进入批发市场。它在几家大型百货商店中开设了专柜，以增加辅助品的销售，如太阳镜、眼镜盒等，让顾客在整个 Swatch 氛围中欣赏公司的产品设计。 Swatch 手表虽然每年推出新款式，但每种款式在推出 5 个月后即停止生产，因而即使是最便宜的手表都有收藏价值，获得了 “ 现代古董 ” 的美称。 ....................................................... 1
通过高贵的名店销售价格便宜的商品，它给顾客感觉就变成了 “ 物美价廉 ” 。 Swatch 之所以能为瑞士表夺回江山，最重要的就在于 “ 物美价廉 ” 定位策略的成功。可见，在外界环境发生变化之后，企业定位也应随之调整。 ................................................................ 1
In the low price, and on the basis of keeping it how Swatch high-brow image? By sales
channel and set limit to produces. In the United States, and watch shop in initial Swatch store sales,
when in high-grade HuoDian have sales, but not into wholesale market. It in several large
department stores opened counters, to increase sales of AIDS, such as sunglasses, glasses box, let
customers throughout the Swatch atmosphere of product design company enjoy. Although New
Year Swatch watch each style design, but within five months after, so even if stop production is
the most expensive watches are valuable antiques, obtained "modern" the laudatory name. ......... 1
Through the shops selling price cheap noble of goods, it gives customers feel becomes
"cheap". The Swiss watch back for Swatch podium, the most important is "cheap"
localization strategy of success. Visible, in the external environment changes, also shoud be
adjusted subsequently 2
可见Swatch的市场定位即是与劳力士、梅花、派捷特、隆奇等品牌手表走相背的路线，他- 2 -PAGE 2 健康
有高档手表的质量与外型，却是走低价路线，这成了他的一个优势。通过高贵的名店销售价格便宜的商品，是顾客感到物美价廉，这是Swatch 市场定位的成功之处。 ..................... 2
Visible Swatch market positioning and rolex, the plum flower is JieTe,
lung, strange brand watch phase back line, he has quality and appearance
of high-grade watch, but go low, become one of his advantage. Through the
shops selling price cheap noble of commodity, customer is cheap, it is
the feeling of market orientation Swatch successes
个人资料
性别：男
地址：广州
姓名：张三
电话：123456
职务：部长
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