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指導老師陳炫助
商設一 A 33013004 曾琼瑜
企業歷 史
1906




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1908




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1910




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1913




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1924




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1929




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1934




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1935




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1946




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1955




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1986




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1992




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1993




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1995




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
1997




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
2001




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
2005




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
2011




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-cn#/meet-montblanc/history
品牌分析
   自有产物
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
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
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
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
珠宝
    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
珠宝
     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
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
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
限量版




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-
cn#/collections/limited-editions
限量版




http://www.montblanc.com/zh-CN/Flash/Default.aspx?sc_lang=zh-CN&sc_lang=zh-
cn#/collections/limited-editions?/limited-edition/writers-edition-96918574494686675/alexandre-dumas-
043955884393208528399
SWOT 分析
SWOT 分析
S 優勢          W劣
              勢
 ?高知名度         ?高單價
 ?高品質          ?产物組合變化少
 ?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
市场分析
       竞争对手
竞争对手
       http://www.waterman.com/cn/
竞争对手
       http://www.spacepen.com/allpens.aspx
竞争对手
       http://www.sheaffer.com/writing/index.php?catID=2
竞争对手
       http://www.parkerpen.com/#/cn/ingenuityHome
市场分析
   分析座像图
分析座像图

           單品




低價              高價




      組合
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
包装策略
產 品定位


?   組合性产物
?   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
产物
包裝草圖 1
包裝草圖 2
包裝草圖 3
展开图
展开图 1
白模
白模
成品叁视图
正视图
俯视图
侧视图

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33013004曾琼瑜 包裝期末PPT