浅析色彩营销策略-以蒂凡尼为例_英语论文             

A Brief Analysis of Color Marketing Strategies—Taking Tiffany as an Example    

摘要

目前，各行业在发展过程中越来越多地考虑到“以人为本”的因素，注重加强服务理念，色彩行业即是针对人的心理需要而出现的新兴服务产业。国外的色彩行业通过不断对传统行业进行渗透、细化、时尚化各项服务、精确行业定位等营销策略， 赢得了巨大的市场价值，带来广阔的发展空间。

本文将通过对蒂凡尼企业成功的色彩营销案例的剖析，尤其是其营销策略取得效用的美学和心理背景，分析色彩营销的策略及其重要性，总结色彩营销的特点和成功经验，指出国内企业要想更好地利用颜色这一新型营销手段，就得从全球的角度观察、收集色彩文化的动态与变迁，在了解消费者的心理活动的基础上，借鉴国际品牌的运作模式，突出企业的品牌文化，才能在激烈的市场竞争中立于不败之地。

关键词：颜色 色彩营销 蒂凡尼蓝 美学

Abstract

At present, all the industries are focusing more on the people-oriented factors  and service quality during their development. The color industry is an emerging industry born on the basis of the consumers’ psychological needs. The abroad color industry is continuously penetrating, refining and fashioning the various services of the traditional industries, as well as precisely positioning all walks of life. Undoubtedly, the development of the color marketing has brought about the enormous market value and has revealed huge market potential. 

This thesis will introduce and explore the most successful case of the color marketing achieved by Tiffany, especially the aesthetic and psychological background of this effective marketing strategy. On the basis of the above introduction and exploration, it is crucial to analyze color marketing strategy and its importance, conclude its characteristics and successful experience. What is worth being pointed out is that if enterprises want to better utilize the new marketing tool--color, they should internationally analyze and collect the information and changes of the color culture. Besides, on the basis of the understanding of the consumers’ psychological activities, they should draw lessons from the international brands’ operational patterns, so as to help the enterprises to emphasize their brand culture and remain invincible among the fierce market competition. 

Key words：color  color marketing  Tiffany Blue  aesthetics

Contents

Chapter 1 Introduction 3

Chapter 2 Color Marketing Strategies and Influences 4

2.1 Definition of Color Marketing 4

2.2 The Influences of the Color Marketing in Various Industries 5

2.2.1 Cases in the Fashion Industry 5

2.2.2 Cases in the Food Industry 5

2.2.3 Cases in the Commercial Facilities 5

Chapter 3 Theoretical Background of Color Marketing 7

3.1 Physiological Responses to Color 7

3.2 Cultural Background of Color Associations 8

3.2.1 Color in the Religion 9

3.2.2 Color in Hierarchy 9

Chapter 4 Tiffany Blue and Its Color Marketing Strategies 10

4.1The Origin of the Tiffany Blue 10

4.2The Exclusive Use of the Tiffany Blue 10

4.3The Penetrating Marketing Strategies of Tiffany Blue 11

4.3.1 Tiffany Blue Box 11

4.3.2 The Highly-aligned Product Concept and Tiffany Blue 12

4.3.3 Symbolic Meaning of Tiffany Blue 12

4.4 The Experience Derived From Tiffany’s Successful Color Marketing 13

4.4.1 The Power of Color Combined with 4Ps 13

4.4.2 Color-centered Marketing Strategies 14

4.4.3 The Innovative Strategies 14

Chapter 5 The Color Marketing in China 16

5.1 The Difference in Color Concept Between China and the Western Countries 16

5.2 Introduction of the Color Concept into China 16

5.3 The Color Revolution in China 17

5.4 Lessons for China’s Color Industry 19

5.4.1 Emotionalize the Color 19

5.4.2 Integrate Color into Brand Image 19

5.4.3 The Penetrating Color Marketing Strategies 20

Chapter 6 Conclusion 21

Acknowledgments 22

References 23