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report格式-消费者行为理论对芝华士君威营销的影响。本报告的目的是批判性地分析三个消费者行为方面在芝华士富豪营销活动中的应用和影响。通过对不同渠道威士忌市场营销活动的研究，本报告重点关注三个相关的消费者行为主题：文化、动机和价值，芝华士富豪在中国的营销活动参考群体。在本报告中，首先介绍了芝华士富豪的背景，然后运用消费者行为理论分析了营销活动。最后，有一个关于芝华士君威的建议。 
Introduction 简介
The objective of this report is to critically analyze the application and influence of three consumer behavior aspects on the Chivas Regal marketing activities. Through the study of marketing activities in the whisky market by different channels, this report focuses on three relevant consumer behavior topics: culture, motivation and value, reference group to Chivas Regal marketing activities in China. In this report, first of all, it introduces the background of Chivas Regal, and then analyses marketing activities using consumer behavior theories. Lastly, there has a recommendation about Chivas Regal.
Background of Chivas Regal 芝华士的背景
Chivas History 芝华士历史
Chivas Regal as the product of a unique place, a proud lineage of whisky makers, was produced by Chivas Brothers more than two centuries’ of history, and purchased by the Pernod Ricard Group in 2001 (CHIVAS REGAL, 2009). Chivas Regal embodies the values of sharing, conviviality, entrepreneurship, integrity and commitment, and it is a brand that was built on craftsmanship and patience and these values are inherent in its products. Under heritage of its brand, it was rated one of the world’s most powerful spirits brands (Anon., 1999).
芝华士君威是一个独特的地方的产品，是威士忌制造商的骄傲血统，由芝华士兄弟生产超过两个世纪的历史，并于2001年由Pernod Ricard集团购买。芝华士君威体现了共享、欢乐、创业、诚信和承诺的价值观，是一个建立在工艺和耐心基础上的品牌，这些价值观是其产品固有的。在其品牌的传承下，它被评为世界上最强大的烈酒品牌之一。
The significance of researching in the Chinese market 研究中国市场的意义
According to annual report of Pernod Ricard (2009), the company posted 29 percent organic growth and has become the biggest global market for Chivas in China. Chivas Regal, through innovative branding and marketing techniques, it has become one of the most recognizable and cosmopolitan alcohol brands in China. With a market insight and cultural knowledge, it can be found that the Chinese consumers are far more responsive and willing to part with their cash – they just need to feel that the brand cares about their market segment (WORDPRESS, 2009). Therefore, as a rich culture heritage and conservatism country, its success has a certain amount of research significance.
根据保乐力加的年度报告，该公司实现了29%的有机增长，已成为中国芝华士最大的全球市场。芝华士君威通过创新的品牌和营销技术，已成为中国最知名、最国际化的酒类品牌之一。有了市场洞察力和文化知识，可以发现中国消费者的反应更灵敏，更愿意放弃他们的现金——他们只需要感觉到品牌关心他们的细分市场。因此，作为一个文化底蕴深厚的保守主义国家，其成功具有一定的研究意义。
New campaign-“Live with chivalry” 新运动-“与骑士精神一起生活”
Recently, Chivas Regal has launched a new global campaign draws on the fundamental values of modern men. It aims to reinforce the exuberant and luxurious essence of the brand (Centaur Communications Ltd, 2009). Meanwhile, it can bring back some positive values into modern life, and create significant awareness and stand out for Chivas Regal. The campaign, entitled ‘Live with Chivalry’, builds on the previous ‘This is the Chivas life’ campaign.
最近，芝华士富豪推出了一项新的全球运动，借鉴了现代男性的基本价值观。它旨在强化品牌的活力和奢华本质。同时，它可以把一些积极的价值观带回现代生活，并创造重要的意识和突出的芝华士富豪。这场名为“活在骑士精神中”的运动是在之前的“这就是芝华士生活”运动的基础上展开的。
Culture 文化
Without a doubt, no product can ignore the cultural context when entering a new country; in addition,a consumer’s culture is the vital leverage to determine the success or failure of specific products (Solomon, et al, 2006). Thus, to discuss how Chivas Regal obtains a great success in the Chinese market, it has to consider the two main parts, which is the distinction of alcohol culture and club culture between China and western countries.
毫无疑问，任何产品在进入一个新国家时都不能忽视文化背景；此外，消费者文化是决定特定产品成败的重要杠杆。因此，要讨论芝华士君威如何在中国市场取得巨大成功，必须考虑两个主要部分，即中西酒文化和俱乐部文化的区别。
Alcohol culture 酒文化
In China, drinking alcohol is always a way to celebrate the happiness in their life. For example, parents invite relatives and friends to enter ‘jiu xi’ ( an alcohol banquet and the life of every person) for starting a month or 100 days after a baby’s birth (Gunde, 2002). In modern times it has a pity change that friendship depends only on the volume of drink being consumed, and not the elegant ones of the past that involved poetry or music. In this regard, it seems to run counter to Chivas Regal’s tasting of life and savoring brew. In western country, drinking alcohol more presents as a communication tools and expresses a certain style and attitude (Mintel, 2009). By compared between their difference of alcohol culture, it can be indicated a problem how to change Chivas Regal market strategies and activities to link up the alcohol culture in china, which will be discussed later.
在中国，喝酒总是一种庆祝生活幸福的方式。例如，父母在婴儿出生后一个月或100天邀请亲友进入“酒xi”（一种酒精宴会和每个人的生活）。在现代，友谊只取决于饮酒量，而不取决于过去优雅的诗歌或音乐，这是一个令人遗憾的变化。在这方面，这似乎违背了芝华士富豪的品味生活和品尝酿造。在西方国家，饮酒更多地表现为一种沟通工具，表达了某种风格和态度。通过比较他们的酒文化差异，可以看出如何改变芝华士帝王的市场战略和活动，以连接中国的酒文化，这将在后面讨论。
Club culture 俱乐部文化
Ever since club has been introduced into china, it was gradually influenced by traditional Chinese culture, forming a kind of Chinese cultural characteristics of the club culture. There are three main different characteristics, including club operating hours, the volume of drinking, and purpose of drinking in the club (CCC, 2009). It is necessary that to explain the volume and purpose of drinking deeply, in terms of Chinese drinking culture, it has a common phrase-‘If we are good friends, then bottoms up; if not, then just take a sip’, which causes a high volume of drinking condition. Thus, beer and some low alcohol wines are more popular in club as opposed to spirits. Another obvious distinction is that the purpose of hit bar, in western countries, they pay attention to the process of enjoy the chatting and making friends with each other. Conversely, Chinese are generally using more drink to reflect friendship.
俱乐部自引入中国以来，逐渐受到中国传统文化的影响，形成了一种具有中国文化特色的俱乐部文化。俱乐部有三个主要的不同特征，包括俱乐部营业时间、饮酒量和俱乐部饮酒目的。有必要深入解释饮酒的数量和目的，就中国饮酒文化而言，它有一个共同的短语——“如果我们是好朋友，那么干杯；如果没有，那就喝一小口，这会导致大量饮酒。因此，与烈酒相比，啤酒和一些低度酒在俱乐部更受欢迎。另一个明显的区别是，打酒吧的目的，在西方国家，他们注重享受聊天和交朋友的过程。相反，中国人通常用更多的酒来表达友谊。
Chivas in Chinese culture 中国文化中的芝华士
Considered with Chinese culture interference, Chivas Regal had taken a in-depth analysis of alcohol consumer in china, eventually accurate grasped the market pulse. The runaway success of Chivas can be attributed to the new way of drink, blending Chivas regal with ice and green tea. In this new way of drink, it can not only lower the alcohol concentration, and also not affect the taste, that is the innovational way to keep the Chivas into Chinese drinking culture.
考虑到中国文化的干扰，芝华士君威对中国酒类消费者进行了深入分析，最终准确把握了市场脉搏。芝华士的成功可以归功于新的饮料方式，将芝华士与冰和绿茶混合在一起。在这种新的饮用方式中，它不仅可以降低酒精浓度，而且不影响口感，这是将芝华士保留在中国饮用文化中的创新方式。
According cultural context analysis, it is not difficult to discover the secrets for success, first of all, it did a perception process in educating new consumers who constantly pursue the fresh and fashionable lifestyle, in this process, Chivas Regal did the ‘This is Chivas life’ campaign, which is developed into ‘Live with Chivalry’ in Chinese market, which paid more efforts on the internet and club. Secondly, it has launched a type of PR strategy, with advised to build a friendly relationship with different club to display their product in prominent place and recommend costumers to taste their products. Lastly, Chivas Regal is bundled in promotional packages with ice and green tea, which is most famous drinking method in china. Therefore, it is easy to find Chivas package in well-know club and KTV across the main city of china. This new trend of Chivas drinking method is still dominated in Chinese market.
根据文化语境分析，不难发现成功的秘诀，首先，它在教育不断追求新鲜时尚生活方式的新消费者方面做了一个感知过程，在这个过程中，芝华士君威做了“这就是芝华士生活”的运动，在中国市场发展为“与侠同住”，在互联网和俱乐部上付出了更多的努力。其次，它推出了一种公关策略，建议与不同俱乐部建立友好关系，在显眼的地方展示其产品，并推荐客户品尝其产品。最后，芝华士君威是捆绑在促销包装与冰和绿茶，这是最著名的饮用方法在中国。因此，在中国主要城市的知名俱乐部和KTV很容易找到芝华士套餐。这种新的芝华士饮用方式在中国市场上仍占主导地位。
In order to keep the dominant place in china, Chivas Regal has take off the ‘Live with Chivalry’ to reveal the new lifestyle of modern men, and to arouse the precious values of this society, which is defined as ‘Gallantry, Honor, Courage and Camaraderie’, related with a certain of Chinese value standard. Moreover, it is vertical route to keep the younger, flashier bar market and attract the more sophisticated group.
为了保持在中国的统治地位，芝华士君王脱下了“以侠为生”这一概念，以揭示现代人的新生活方式，并唤起这个社会的宝贵价值，即“豪侠、荣誉、勇气和友爱”，这与中国人的某种价值标准有关。此外，这是一条垂直路线，以保持更年轻、更浮华的酒吧市场，并吸引更成熟的群体。
Evaluation on Chivas Regal’s marketing activity 芝华士君威营销活动评价
According to comprehensive understanding of the Chinese market, Chivas Regal has harvested a vast successful. China as a high-heritage and high- absorbent country, has basically accepted the market activities of Chivas Regal. The main excellent points Chivas Regal have done is that to seize the market opportunities and grasp of current consumer behavior trend. The new drinking style-Chivas with green tea is also the key ingredient to adapt to the Chinese market.
据对中国市场的全面了解，芝华士君威已经收获了巨大的成功。中国作为一个高传承、高吸收性的国家，已经基本接受了芝华士君威的市场活动。芝华士君威所做的主要优点是抓住市场机遇，把握当前消费者行为趋势。新的饮用风格芝华士和绿茶也是适应中国市场的关键成分。
Motivation and value 动机和价值
Push & Pull factor in Motivation 动机中的推拉因素
Motivation is the process that cause people to behave as they do, as well as can be intrinsic (push factor) and extrinsic (pull factor) (Solomon, et al, 2006). In terms of push factor, it can be inner impulse to fulfill a certain need, which emerges from a gap between a consumer’s current situation and some desired goal (Foxall, et al, 1998). Referred to Chinese market, it can be found that the target audiences are desired to use luxury goods to achieve upper-lever needs that are Belongingness and Ego needs, even for Sefl-actualization. Therefore, Chivas Regal employs the ‘live with chivalry’ campaign, which intended to arouse the spirit of modern society, and use various activities to attract consumers buying behavior (Solomon, et al, 2006). That is recognized as a process of meeting high status and self-respect, and pursuing ideal self-image. Meanwhile, it is fit to Chivas effect in Chinese market, which means a more luxurious equals to better social status.
动机是促使人们按照自己的行为行事的过程，也可以是内在的（推动因素）和外在的（拉动因素）。就推动因素而言，它可以是满足特定需求的内在冲动，这是从消费者当前状况和某些预期目标之间的差距中产生的。参考中国市场，可以发现目标受众希望使用奢侈品来实现更高层次的需求，即归属感和自我需求，甚至是Sefl的实现。因此，芝华士君威采取了“与骑士精神共存”的运动，旨在唤起现代社会的精神，并利用各种活动来吸引消费者的购买行为。这被认为是一个满足高地位和自尊，追求理想自我形象的过程。同时，它也符合中国市场的芝华士效应，也就是说，更奢侈意味着更好的社会地位。
From the perspective of pull factor, it can be found that self schema is activated from outside that can be ads, print, theme party and chivas studio of ‘live with chivalry’. In this point, it is highlighted two distinct target groups in Chinese market. There are some distinction between Chivas Regal 12 and Chivas Regal 18, Chivas Regal 12 mainly target in 25-35 years old, they like to highlight the self-style, willing to share all kinds of wonderful experiences with friends; Chivas 18 focus over the age of 35, it even more emphazises on the ‘successful person’, they require high quality of leisure time, honorable status, and gallantry (Globrand, 2009). Hence, Chivas Regal implements marketing activities through different approaches in China. Targeted at younger segmentation, it had launched ‘voice of Chivalry’- virtual band performance in major well-known club, by way of world-class music experience and party experience, developing young pioneer to identity the ‘Chivas Regal’ brand personality and to participate in the ‘live with Chivalry’ experience. Chivas Regal 18 years, the consumer based is relatively positioned at higher levels, mainly through a small salon, art co-operation to display the high-level taste, high quality of life, a sense of luxury.
从拉动因素的角度来看，可以发现，自我图式是从外部激活的，可以是广告、印刷品、主题派对和“侠义生活”的芝华士工作室。在这一点上，突出了中国市场上两个不同的目标群体。芝华士君威12和芝华士君威18之间有一些区别，芝华士君威12主要针对25-35岁的人群，他们喜欢突出自我风格，愿意与朋友分享各种精彩经历；芝华士18关注35岁以上的人，它更强调“成功人士”，他们需要高质量的休闲时间、荣誉地位和勇气。因此，芝华士富豪在中国通过不同的方式开展营销活动。针对年轻人细分，推出了“骑士之声”——在各大知名俱乐部的虚拟乐队演出，通过世界级的音乐体验和派对体验，培养少先队员识别“芝华士富豪”品牌个性，参与“骑士生活”体验。芝华士富豪18年来，消费定位相对较高，主要通过小型沙龙、艺术合作来展示高品位、高品质的生活、奢华感。
Owing to distinction between needs of target consumer, the product of Chivas Regal selectively used its marketing activities to attract and motivate consumers in China, and in this way to satisfy hedonic needs that are subjective and experiential (Solomon, et al, 2006). Here, consumers might rely on Chivas Regal to meet their needs for courage, honor, gallantry, camaraderie, and so on.
由于目标消费者的需求不同，芝华士君威的产品有选择地使用其营销活动来吸引和激励中国消费者，并以这种方式满足主观和体验的享乐需求。在这里，消费者可能会依赖芝华士君威来满足他们对勇气、荣誉、勇气、友情等的需求。
Motivational conflict 动机冲突
Over the process of purchase decision, consumers will face some inevasible choices, which maybe positive and negative(Solomon, et al, 2006). Thus, they always tend to seek valued product to reach a goal. In this case, Chavis Regal has done some possible solutions to these dilemmas.
在购买决策过程中，消费者将面临一些不可避免的选择，可能是积极的，也可能是消极的。因此，他们总是倾向于寻找有价值的产品来实现目标。在这种情况下，Chavis Regal为这些困境提供了一些可能的解决方案。
The type of conflict can be happened is approach-avoidance in Chivas Regal purchasing. The two obvious negative consequences attached to Chivas Regal is that money drain of high price and health problem. In the presence of these negative outcome, Chivas Regal made a range of publicity to brand value, such as Chivas Heritage and exclusive blend publicity campaign, leading to convince consumers that it is worth in that. With respect to another avoidance is that excessive drinking causing health problem, Chivas Regal has used amount of activities to praise ‘enjoy life’, which is different from Chinese wine culture that more drink means more friendship.
在购买芝华士君威时，可能发生的冲突类型是避免接近。芝华士富豪的两个明显的负面后果是高价格和健康问题造成的资金流失。面对这些负面结果，芝华士君威对品牌价值进行了一系列宣传，例如芝华士传统和独家混合宣传活动，使消费者相信它值得这么做。关于另一个避免过度饮酒导致健康问题的说法，芝华士富豪用大量的活动来赞美“享受生活”，这与中国葡萄酒文化中的多喝意味着更多友谊不同。
Values-Chivas Regal 芝华士价值观
As one of the world’s most powerful spirits brands, Chivas Regal possesses a train of precious values in the brand, whilst, it is used into different campaign to present its value, from ‘This is Chivas life’ to ‘Live with chivalry’. According to Solomon, et al, (2006), individual motivations are often driven by underlying values. For the sake of conforming with the value of high degree of consumer group, Chivas Regal takes meaning (Gallantry, Honour, Courage and Camaraderie) on its products in the ‘Live with chivalry’ campaign, that can help the person to attain a value-related goal-Chivalry spirit in modern society. In China, the company launches a virtual band to show different value and personality in different member, leading consumers to match themselves into brand values and persuade purchasing behavior.
作为世界上最强大的烈酒品牌之一，芝华士君威在品牌中拥有一系列宝贵的价值，同时，它也被用于不同的活动来展示其价值，从“这就是芝华士生活”到“与骑士精神一起生活”。根据Solomon等人的研究，个人动机通常由潜在价值驱动。为了符合高度消费群体的价值观，芝华士君威在“与侠同住”运动中对其产品赋予了意义（英勇、荣誉、勇气和同志情谊），这可以帮助人们在现代社会中实现与价值相关的目标——骑士精神。在中国，该公司推出了一个虚拟乐队，在不同的成员中展示不同的价值和个性，引导消费者将自己与品牌价值相匹配，并说服购买行为。
Evaluation on Chivas Regal’s marketing activity 芝华士君威营销活动评价
Chivas Regal has successfully launched a new campaign globally, which foucs on the consumer high level needs, particularly, it creates a virtual band in china to represent four different values to match different personalities. In this ‘Live with Chivalry’ campaign, it makes sence for ‘This is Chivas life’, to specific the needs of self-realization.
芝华士富豪在全球范围内成功推出了一项新的活动，以满足消费者的高层次需求，特别是在中国创建了一个虚拟乐队，代表四种不同的价值观，以匹配不同的个性。在这场“活在骑士精神中”的运动中，“这就是芝华士的生活”，以明确自我实现的需要。
Reference group 参考组
Humans as social animals, have to be into a group or some groups. According to forms of reference group influence, it reveals that Chivas Regal involved into the Value-Expressive influence, which can enhance the image of themselves, possess the chivalry spirit, and be admired or respected by others (Solomon, et al, 2006). In the ‘Live with Chivalry’ campaign, it has done online and off-line activities to identify and exert influence on them.
人类作为社会性动物，必须成为一个群体或某些群体。根据参照群体影响力的表现形式，揭示了芝华士君王参与了价值表达影响力，可以提升自身形象，具有骑士精神，并受到他人的钦佩或尊重。在“与侠义同行”运动中，它开展了在线和离线活动，以识别和影响他们。
Online-Virtual Group 在线虚拟组
According to CNNIC Report on Internet Development in China (2009), China’s online population and online commercial value has doubled, this environment provides more opportunities to share their interests with each other who never met before. In order to catch up with this advantage, Chivas Regal has paid more attention to build virtual communities in the ‘Live with Chivalry’ campaign. Besides the blogs and boards etc, in which consumers’ shared passion for a brand can translate into a feeling of marketing legitimacy (Cova, et al, 2006). It also sponsors some off-official website communities to give devotees of Chivas to meet and share their experience. Simultaneously, in order to coincide with the core idea of ‘Live with Chivalry campaign’, the new internet resource encourages Chivas consumers to join the Chivalry movement to share their chivalry experience. ‘Join the movement’ create a range of attractive items to consumer to find themselves and motivate Chivas consumers to live with chivalry in their hearts.
根据CNNIC《中国互联网发展报告》，中国的在线人口和在线商业价值翻了一番，这种环境提供了更多机会与从未见过面的人分享他们的利益。为了赶上这一优势，芝华士君威在“与侠同住”的运动中更加重视构建虚拟社区。除了博客和论坛等，消费者对品牌的共同热情可以转化为营销合法性的感觉。它还赞助一些非官方网站社区，让芝华士爱好者见面并分享他们的经验。同时，为了与“与骑士一起生活”的核心理念相吻合，新的互联网资源鼓励芝华士消费者加入骑士运动，分享他们的骑士经历。”加入这项运动“为消费者创造一系列有吸引力的商品，让他们发现自己，并激励芝华士消费者在心中带着骑士精神生活。”。
The crest represents young unique identity and knight’s loyalty. Therefore, it fixes the position in this knight group, and maintain brand loyalty.
徽章代表年轻人的独特身份和骑士的忠诚。因此，它在骑士集团中定位，并保持品牌忠诚度。
OUR VISION is the manifesto of knights, using some encouraging manifesto to enhance the cohesion of ‘knight team’ and persuade them to buy. One manifesto- “Let’s raise a glass to resistance movement, to the gentlemen warriors battling to preserve a different way of life”, it can stimulate your pursuit of Chivalry life and be eager to join this team (CHIVAS REGAL, 2009).
我们的愿景是《骑士宣言》，通过一些鼓舞人心的宣言来增强“骑士团队”的凝聚力，并说服他们购买。一个宣言——“让我们举杯向抵抗运动致敬，向为维护不同生活方式而奋斗的绅士战士致敬”，它可以激发你对骑士生活的追求，并渴望加入这个团队。
Whilst it offers a platform to share their story by celebrities in ‘Live with Chivalry’ option, in which shows various story of high roller to inspire consumer to follow like this, and Chivas Regal makes use of Value-expressive influence to persuade individuals feel that purchase and drink Chivas can help show others what they are or would like to be (Solomon, et al, 2006). This will motivate and encourage consumer to drink Chivas Regal, moreover, it can achieve the process of seeking ideal self-image.
虽然它提供了一个平台，让名人分享他们在“与骑士一起生活”选项中的故事，其中展示了high roller的各种故事，以激励消费者这样做，而芝华士富豪利用价值表达影响力，说服个人认为购买和喝芝华士可以帮助他人展示他们是什么或想成为什么。这将激励和鼓励消费者喝芝华士，而且可以实现追求理想自我形象的过程。
Chivas Studio group 芝华士工作室集团
Consumer as a member of their groups, try to follow actions of those around them, constantly preferences are shaped by their group memberships (Solomon, et al, 2006). In connection with group behavioral trait, Chivas Regal runs abundant of social activities to manufacture group effect and deliver the nature of luxury and passion in their group. The most successful social event is Chivas Studio, which draws a star-studded cast of international A-list celebrities, designers and artists (CHIVAS REGAL, 2009). By means of these events, it takes a great influence and charisma on consumers and especially on the devotees. Chivas Music Studio group represents a fashion, enthusiasm, energy reference group, which directs the consumer to imitate and join them.
消费者作为其群体中的一员，试图跟随周围人的行动，他们的偏好不断受到群体成员身份的影响。在群体行为特征方面，芝华士富豪通过丰富的社会活动来制造群体效应，在群体中传递奢华和激情的本质。最成功的社交活动是芝华士工作室，该工作室吸引了众多国际一线明星、设计师和艺术家。通过这些活动，它对消费者尤其是爱好者产生了巨大的影响和魅力。芝华士音乐工作室集团代表了一个时尚、热情、活力的参考群体，引导消费者模仿和加入他们。
In Chinese Mainland, Chivas Studio shifts into Chivas Music Studio (Voice of Chivas), which focuses on fashion younger groups in well-known city club. For example, it will host a Voice of Chivas in popular club-Happiness Terminal in the December 19th.
在中国大陆，芝华士工作室转型为芝华士音乐工作室（芝华士之声），专注于知名城市俱乐部的时尚年轻群体。例如，它将于12月19日在广受欢迎的俱乐部幸福终端举办一场芝华士之声。
In this event, Chivas Regal invests huge funds to builds up a idealized lifestyle, and overtly impacts the power of celebrities in influencing consumer-purchasing decisions. It is committed to bring out feast that dancing of life, drinking of Chivas Regal. According to Solomon, et al, (2006), If a person admires the qualities of a group, he or she will try to imitate those qualities by copying the referent’s behavior, particularly when the celebrities with you face to face.
在这次活动中，芝华士富豪投入巨额资金建立理想化的生活方式，并公然影响名人影响消费者购买决策的力量。它致力于带来生命之舞、芝华士富豪之饮的盛宴。根据Solomon等人（2006年）的说法，如果一个人欣赏一个群体的品质，他或她会试图通过模仿被指者的行为来模仿这些品质，尤其是当名人与你面对面时。
WORD-OF-MOUTH communication 口碑传播
Interactive communication provides the consumer a approach to garner more supporting arguments for the purchase and to support for the final decision from others (Solomon, et al, 2006). The WOM gives prominence in consumption of Chivas Regal, for example a crowd of friends went to club, they always chose the brand which is suggested from their friends and recommended from comments of website. On the basis of WOM tends to be more reliable and trustworthy compared with messages from more formal marketing channels (Solomon, et al, 2006), Chivas Regal performs huge value-express ads to encourage a person who might be highly involved with ‘Live with Chivalry’, and turn out some activities, such as salon, Chavis Music Studio and free cocktails taste, to cultivate a group of initial well WOM transmitter.
互动通信为消费者提供了一种方法，可以为购买获得更多支持理由，并从其他人那里获得对最终决定的支持。口碑突出了芝华士君威的消费，比如一群朋友去了俱乐部，他们总是选择朋友推荐的品牌和网站评论推荐的品牌。与来自更正规营销渠道的信息相比，口碑往往更可靠、更值得信赖，芝华士富豪（Chivas Regal）推出了巨大的价值快递广告，鼓励高度参与“骑士生活”的人，并推出一些活动，如沙龙、Chavis音乐工作室和免费鸡尾酒品尝，培养一组初始良好的口碑传输器。
Evaluation on Chivas Regal’s marketing activity 芝华士君威营销活动评价
Chivas Regal has built a creative virtual reference group in new campign, in the ‘join the movement’ website process, the knight group can avoid the geographical and cultural differences to attract potential consumer. Meanwhile, the Chivas Regal paid more attention to the Chivas Music Studio, which connect with virtual band to hold cycle performance in well-known club.It has verfied that this Chivas Music Studio has gained a great success through the phenomenon of panic purchasing tickets.
芝华士君威在新campign建立了一个创意虚拟参考群，在“加入运动”网站过程中，knight group可以避免地域和文化差异，吸引潜在消费者。与此同时，芝华士富豪更关注芝华士音乐工作室，该工作室与虚拟乐队连接，在知名俱乐部举行自行车表演。事实证明，这家芝华士音乐工作室通过抢购门票的现象获得了巨大成功。
Recommendation 建议
It is recommended that Chivas Regal should take more marketing activities to attract the more sophisticated group, which is weaker compared with younger group. For instance, business men are more prone to drink traditional wine in their commercial affairs. Furthermore, the Chivas Regal website is still developing at present period, it is suggested that more traditional and promotional events, which has done well in Thailand and Hong Kong, china by donating true Chivas crest and fashionable laptop. Confronted with massive competitors’ swarming into Chinese market, Chivas Regal should also pay more attention to PR function in their marketing activities, to enhance the relationship in the sales chain.
建议芝华士君威应采取更多的营销活动，以吸引更成熟的群体，这与年轻群体相比较弱。例如，商人在商务活动中更倾向于喝传统葡萄酒。此外，芝华士富豪网站目前仍在发展中，建议更多的传统和宣传活动，通过捐赠真正的芝华士徽章和时尚笔记本电脑，在泰国和中国香港做得很好。面对大量竞争对手涌入中国市场，芝华士君威也应更加重视其营销活动中的公关功能，以增强销售链中的关系。
Conclusion 结论
In this report, it has analyzed how the three different parts influence the Chivas Regal to lay down marketing activities. Besides, it reveals how the Chivas Regal do its marketing activities to explore and consolidate consumer needs. Basically, Chivas Regal has walked a fine line in chinese market, especially in club and KTV subsystem, and ‘Live with Chivalry’ as the dominate marketing campaign, has effective used ‘thinking globally, acting locally’ strategy to trace the consumer behavior in china. Therefore, Chivas Regal gained a successful foothold in china; have to ascribe to intensive study of consumer.
References 参考文献
ANTONIDES, G., & RAAIJ, W.F.V., 1998. Consumer Behaviour: A European Perspective. West Sussex: John Wikey & Sons Ltd.
COVA, B., KOZINETS, V.K., & SHANKAR, A., 2007. Consumer Tribes. Oxford: Elsevier.
FOXALL, G., GOLDSMITH, R., & BROWN, S., 1998. Consumer Psychology for Marketing. 2nd edition. Oxford: International Thomson Business Press.
GUNDE, R., 2002. Culture and Customs of CHINA. British: Greenwood Press.
SOLOMON, M., BAMOSSY, G., ASKEGAARD, S. & HOGG, M.K., 2006. Consumer Behaviour: A European Perspective. 3rd edition. Essex: Prentice Hall.
在本报告中，分析了这三个不同部分是如何影响芝华士君威制定营销活动的。此外，它还揭示了芝华士富豪如何开展营销活动，以探索和巩固消费者需求。基本上，芝华士君威在中国市场，特别是在俱乐部和KTV子系统中走得很好，以“侠义生活”为主导的营销活动，有效地运用了“全球思考，本地行动”的策略来追踪中国的消费者行为。因此，芝华士君威在中国获得了成功的立足点；不得不归因于对消费者的深入研究。本站提供各国各专业report写作指导服务，如有需要可咨询本平台。
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