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哈根达斯MarketingstrategyofInternationalbrandproduct-CaseinHaagenDazs浅析国际品牌产品的市场营销策略——以哈根达斯为例南京审计学院经济学院10国贸陈子昂、张一琛、吴晓洁、张晓娜、赵玲、陈蓉蓉Asacelebratedbrand,Haagen-Dazsenjoysacertainreputation,especiallyincitiesBeijing,Shanghai,Guangzhou,peoplelikePettyfindapointorabucketofHaagen-Dazsmood,likeinStarbucks,,thoseyoungandkitschPettywilloftensaidtotheirpartners:"Ifyouloveme,treatmewithHaagen-Dazs."Consequently,-Dazsicecreamiscurrentlytheworld',theHaagen-panywasofficiallyfoundedbytheMatas,,Haagen-DazsstartedfromEurope,with5-10timesexpensivethanregularicecreamprices,andthroughsophisticatedandelegantleisurestoresalesmodel,,Haagen-DazsformallydeveloptheChinesemarket,havealsoenteredShanghai,,Haagen-Dazshas50storesinChina,retailandcateringoutletshasreachedthousands."TheTimes"magazinehasgivenHaagenDazs'icecreamintheRolls-Royce",Haagen-Dazsistheworld'panies,-,highlightingthebrandpositioning,brandconducivetolong--Dazsicecreamisknownasthe"RollsRoyce"petitiveadvantage,(Product):focusonthedevelopmentofcapabilities,requirements,productshaveuniquesellingpoint,(Price):Dependingonthemarketposition,developdifferentpricingstrategies,productpricingisbasedoncorporatebrandstrategy,(Place):companiesdonotdirectlytoconsumers,(Promotion):companiesfocusonsalestostimulateconsumerbehaviorchangetoshort-termbehavior(suchasprofitsharing,buyonegetone,

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