33013004曾瓊瑜 包裝期末PPT
- 22. 書寫工具
http://www.jingdaily.com/kaizhi/jin http://www.luxist.com/media/2006/02/montblanc
http://www.instablogsimages.com/images/2010/
g/wp- 100yearspen.JPG http://www.montblanc.com/zh-
04/08/mont-blanc-personal-code-ink-
content/uploads/2010/09/montblan 2_jjbWN_65.jpg CN/Flash/Default.aspx?
c-skeleton-3331.jpg sc_lang=zh-CN&sc_lang=zh-
cn#/collections/writing-
instruments/unisex/etoile-de-
montblanc/etoile-de-
montblanc/etoile-de-montblanc-
mechanical-pencil-103380
http://mont-blanc-pens.info/wp- http://www.montblancpen- http://img.udn.com/image/produc http://www.wheelersluxurygifts.
content/uploads/2008/10/montblanc_limited_edition_b shop.com/images/Etoile-de- t/S0001170/20120221101959032.gif com/cm_sitedata/product_imag
oheme_papillon_fountain_pen.png Montblanc-Ballpoint-Pen.jpg es/05099_s.png
- 23. 手錶
男用 女用
http://www.montblanc.com/zh- http://www.montblanc.com/zh-
CN/Flash/Default.aspx?sc_lang=zh- CN/Flash/Default.aspx?sc_lang=zh-
CN&sc_lang=zh- CN&sc_lang=zh-
cn#/collections/watches/male/nicolas-rieussec cn#/collections/watches/female/profile
- 24. 皮革製品
男用
http://www.montblanc.com/zh-
CN/Flash/Default.aspx?sc_lang=zh- http://www.montblanc.com/zh-
http://www.montblanc.com/zh- CN&sc_lang=zh- CN/Flash/Default.aspx?sc_lang=zh-
CN/Flash/Default.aspx?sc_lang=zh- cn#/collections/leather/male/4810- CN&sc_lang=zh-
CN&sc_lang=zh- westside/organizers-agendas/notepad-large-with- cn#/collections/leather/male/casual-
cn#/collections/leather/male/4810-westside zipper-101865 line
- 25. 皮革製品
女用
http://www.montblanc.com/zh-
http://www.montblanc.com/zh-
CN/Flash/Default.aspx?sc_lang=zh-
http://www.montblanc.com/zh- CN/Flash/Default.aspx?sc_lang=zh-
CN&sc_lang=zh-
CN/Flash/Default.aspx?sc_lang=zh- CN&sc_lang=zh-
cn#/collections/leather/female/starisma-
CN&sc_lang=zh- cn#/collections/leather/female/la-vie-de-
alcina/city-bags/hobo-bag-large-with-zipper-
cn#/collections/leather/female/diaries-notes bohme
104186
http://www.montblanc.com/zh-
CN/Flash/Default.aspx?sc_lang=zh-
CN&sc_lang=zh-
cn#/collections/leather/female/starisma-
alcina/long-wallets/long-wallet-6-cc-102583
- 26. 珠寶
男用
http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-
CN&sc_lang=zh-cn#/collections/jewelry/male/key-rings-other-accessories
http://www.montblanc.com/zh
-CN/Flash/Default.aspx? http://www.montblanc.com/zh-
sc_lang=zh-CN&sc_lang=zh- CN/Flash/Default.aspx?sc_lang=zh-
cn#/collections/jewelry/male/ CN&sc_lang=zh-
mens-classic-collection cn#/collections/jewelry/male/montblanc-silver-
collection
http://www.montblanc.com/zh-
CN/Flash/Default.aspx?sc_lang=zh-
CN&sc_lang=zh- http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-
cn#/collections/jewelry/male/montblanc-star- CN&sc_lang=zh-cn#/collections/jewelry/male/montblanc-silver-
collection/bracelets/small-bangle-in-stainless-steel- collection/bracelets/bracelet-in-sterling-silver-with-skeletted-3-rings-motif-
with-black-pvd-finish-108594 101518
- 27. 珠寶
女用
http://www.montblanc.com/zh
http://www.montblanc.com/zh-
-CN/Flash/Default.aspx?
CN/Flash/Default.aspx?sc_lang=zh-
sc_lang=zh-CN&sc_lang=zh-
CN&sc_lang=zh- http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-
cn#/collections/jewelry/female
cn#/collections/jewelry/female/ladiesfine- CN&sc_lang=zh-cn#/collections/jewelry/female/ladiesfine-montblanc-4810-
/key-rings-other-accessories
montblanc-4810-collection collection/necklaces/necklace-in-pink-gold-and-diamonds-with-montblanc-emblem-
103728
http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh- http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-
CN&sc_lang=zh-cn#/collections/jewelry/female/ladieshommage-to- CN&sc_lang=zh-cn#/collections/jewelry/female/ladiesla-dame-
femininity?overview blanche-collection
- 28. 眼鏡
男用 女用
http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-
cn#/collections/eyewear/gender
- 29. 香水
男用 女用
http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-
cn#/collections/fragrance/gender
- 33. SWOT 分析
S 優勢 W劣
勢
•高知名度 •高單價
•高品質 •產品組合變化少
•藝術品
•終身保固
•身分的象徵
O機 T 威脅
會
•金字塔中間消費群 •易受經濟景氣影響
•手工的價值 •使用機會逐漸減少
•客製化
•套裝禮盒
- 35. 競爭對手
http://www.waterman.com/cn/
- 36. 競爭對手
http://www.spacepen.com/allpens.aspx
- 37. 競爭對手
http://www.sheaffer.com/writing/index.php?catID=2
- 38. 競爭對手
http://www.parkerpen.com/#/cn/ingenuityHome
- 41. 市場區隔 / 商機
單品
低價 高價
商機 2 商機 1
金字塔中間族群 金字塔頂端
組合
- 43. 產 品定位
• 組合性產品
• 能隨特定節日、慶典、場合做自由搭配
• 中間消費族群
• 45 歲以上的消費者
• 22~30 歲的使用者
