国际商务知名品牌简介

时间：2021-01-14 11:45:52 商务英语我要投稿

国际商务知名品牌简介

　　Benetton is a globally known fashion brand based in Italy. It was founded in 1965 by Luciano Benetton and other family members. He had the idea of selling very colorful clothes at a local market and it caught on.Continuing with this theme, the company marketed itself as the “United Colors of Benetton”. It now has 6,000 stores around the world and produces 150,000 items of clothing. Its website says it is “a group witha strong Italian character whose style, quality and passion are clearly seen in its brands.” Benetton is famous for its clever advertising campaigns. The company name was put on a series of shocking photographs,such as two horses mating or a bloodied newborn baby. The shock tactics worked to greatly increase market share and profits.

国际商务知名品牌简介

　　贝纳通是意大利的全球时尚品牌。1965年，朱丽安娜·贝纳通和其他家庭成员建立了贝纳通品牌。他曾经想在当地市场售卖彩色服装，这得到了人们的热烈欢迎。之后他继续这一主题，公司的宣传标语是打造“贝纳通的色彩王国”。现在，贝纳通在全世界有6000家商店，并生产15万款服装。其网站称“贝纳通有着鲜明的意大利风格，它的款式、质量、激情在贝纳通上都显而易见。”它还因为其敏感的广告市场而著名。贝纳通还有一些令人震惊的广告照片，例如两只正在交配的马，或是刚出生的婴儿。这样的技巧很好地增加了市场份额，并获得了效益。

　　The Barbie doll is one of the most successful toys in history. It was launched in 1959 by the U.S. toy manufacturer Mattel. It has since become a cultural icon. American businesswoman Ruth Handler came up with the idea of an adult doll for small girls after seeing her daughter dressing up paper dolls. The name ‘Barbie’comes from Handler’s own daughter Barbara. Over 350,000 dolls were sold in the first year. Over a billion Barbies have been sold since. Clever marketing means toy execs keep Barbie up with the times. They adjust to every cultural challenge and change. Her waist was recently widened to avoid stereotypes that women must be thin. She also sports a tattoo on her back. Sales are also boosted by a range of pets, cars andaccessories，everything the young woman might need.

　　芭比娃娃史上最成功的玩具之一。1959年，玩具制造商美泰在美国建立了芭比娃娃。从此，芭比娃娃成为了一种文化符号。美国商人露丝·汉德勒想出了为女孩制作成年娃娃的构想，这是因为她曾经看见她的女儿为纸娃娃穿衣服。“芭比”一次是源自汉德勒的女儿芭芭拉的名字。创建的第一年就销售了35万件娃娃。之后又卖出了超过10亿件的娃娃。高明的营销策略使得芭比娃娃总与时俱进。他们会根据不同的文化而做出不同的调整。人们加宽了娃娃的.腰部，这样可以避免女人全部都是纤细腰身的观念。娃娃背后还加上了纹身。宠物、汽车以及装饰品的出现也促进了销售，这些都是年轻女性所需要的。

　　Avon is the world’s largest cosmetics and perfume company. It’s also one of the oldest. It was founded in New York in 1886 by a door-to-door book salesman David H. McConnell who gave away perfume to encourage sales. The perfume became more popular than the books so he established the California Perfume Company. Since then it has become a multinational corporation, employing over 40,000 people in 140-plus countries across the globe, and has annual sales in excess of $10 billion. The company uses a mix of sales strategies, relying on door-to-door selling, catalogues and retail stores. Traditionally, the trademark ‘Avon lady’ would come to customers’ doors. The company is expanding quickly into China and Russia and has also targeted the market for male cosmetics.

　　雅芳是世界上最大的化妆品和香水公司。它也是历史最古老的企业之一。1886年，雅芳由一位上门售卖图书的大卫·麦康奈尔率先在纽约成立，他利用免费香水来促进销售。香水的欢迎度要远高于图书，这使他建立了加利福尼亚香水公司。此次以后，它变成了一家跨国公司，并在全世界拥有员工4万余人，公司遍布全球140多个国家。年销量超过了100亿美元。公司利用了许多种销售策略，并依靠上门销售、零售商店以及手册。从传统意义上讲，“雅方小姐”会来到顾客的门前。公司在中国和俄罗斯迅速扩张，并逐渐打开了男士化妆品市场。

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