Tieu Luan Quan Tri Thuong Hieu

8/4/2019 Tieu Luan Quan Tri Thuong Hieu

1/18

Qun tr thng hiuGing vin: Ths. Hong Th Thu Phng

ti: Phn tch cc thnh t to nn thng hiu Roll Royce.Nhm thc hin: DECODE

Ni dung chnh:

Phn 1: Gii thiu chung v thng hiu xe Roll Royce.Phn 2: Cc thnh t to nn thng hiu xe Roll Royce.


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LI M U


3/18

Phn 1: Gii thiu chungC th ni Roll Royce l mt trong nhng ci tn gp phn vit nn lch s ngnh

cng nghip ch to t th gii ni chung v ca nc Anh ni ring. y cng l biutng cho s qu phi, sang trng ca t nc kiu hnh ny. Ra i c hn mt trmnm, v cho n gi, Roll Royce cha tng t ra yu th trong cuc cnh tranh khc litvi nhng thng hiu uy tn khc.

Roll Royce Biu tng ca s sang trng, qu phi Anh quc

Roll Royce ra i t nm 1904 xut pht t s kt hp ngu hng ca FrederickHenry Royce v Charles Stawart Rolls, nim am m my mc ca Royce kt hp vi bc kinh doanh nhanh nhy ca Roll thnh cng xy dng nn mt thng hiu xe hisang trng bc nht trn ton th gii. Lch s ca thng hiu xe ny c th im li quamt s mc s kin sau:

- Nm 1907, chic xe u tin mang tn Silver Ghost ra mt, chnh thc i dincho tn tui Rolls-Royce. Khi u thnh cng nh nhiu thng hiu ln khc,chic Silver Ghost ca Rolls-Royce nhanh chng tr thnh mu xe bn chy nhtv tip theo n l Silver Shadow.

- Trong nhng nm 1920, nh sn xut ny bt u ch to, thit k ng c mybay v hot ng trong lnh vc ny cho ti ngy nay.

- Nm 1931, Rolls-Royce thn tnh i th "khng i tri chung" Bentley v hainhn hiu cao qu ny st cnh bn nhau ti 1970.


4/18

- Nm 1971, do vng vo nhng rc ri xung quanh vic pht trin ng c v trRB211 nn tnh hnh ti chnh ca Rolls-Royce xung dc mt cch thm hi.Khi , chnh ph Anh li ch bo v b phn RR Aero Division v quc hu haton b cng ty, trc khi giao n cho nh hng qun i Vickers nm 1980.

- Nm 1998, v khng th vc dy Roll Royce, Vickers quyt nh rao bn nhn

hiu ny cng Bentley. Volkswagen ginh c quyn s hu Bentley v mtphn nh my Crewe cn BMW mua Rolls-Royce. Mercedes tht bi hon ton.Khng chu hai i th "ma ru qua mt th", Mercedes quyt nh xy dngli thng hiu Maybach i chi vi Bentley v Rolls-Royce.

- 1/1/2002, BMW chnh thc ginh c quyn s dng biu tng "Spirit ofEcstasy" v thit k li tn nhit cc mu xe Rolls-Royce t Volkswagen, danhchnh ngn thun cho ra l chic Rolls-Royce ng ngha ln u tin.

Ngy nay, tuy Roll Royce khng cn thuc s hu ca ngi Anh, nhng ditrng ca ng ch mi BMW, dng xe mi c ra i vn k tha v pht huy gi trhnh nh ca dng xe sang trng bc nht th gii.

Vit chi tit hn


5/18

Phn 2: Cc thnh t to nn thng hiu2.1. Tn thng hiu

Thng hiu Roll Royce ngy nay ban u l mt cng ty nh chuyn v chungin, n chiu sng, ng c in v h thng in cho cn cu dn do Frederick HenryRoyce thnh lp vi tn ng k chnh thc l Royce Ltd., Electrical & MechanicalEngineers and Manufacturers of Dynamos, Motors and Kinred Articles, mt ci tn

rt di nh l danh mc sn phm ca cng ty. n nm 1904, tnh c Charles StawartRolls n thm xe t ca cng ty Royce Ltd v b chinh phc bi nhng sn phm trtu ca Royce. V vy, hai ngi nhanh chng i n tha thun hp tc vi nhau: Roycech to v Rolls tiu th, mi sn phm t u mang tn Rolls Royce. Ngy23/12/1904, tha thun ny c chnh thc k kt v c coi l ngy sinh ca thnghiu Rolls Royce. Nhn mnh ci tn ny l c ghp t tn 2 ngi ng u vdu gch ngang lun ng gia

D tri qua nhiu thi k vi nhng thay i v tn gi ca cng ty, thm ch kc khi b st nhp vo vi BMW th Roll Royce vn c gi nguyn tn gi ny cho ccdng sn phm ca mnh nh mt minh chng rng ci tn gn vi biu tng sang trngca dng xe hi ny s sng mi vi thi gian.


6/18

2.2. Logo Biu tng c trng2.2.1 Logo

Logo ca Roll Royce cng n gin v d hiu nh chnh tn ca hng vy. Logol mt ch R kp, chnh l tn vit tt h ca hai ngi sng lp ra mc xe ny vo nm1904: Charles ROLLS v Henry ROYCE. D tri qua nhiu thit k vi nhng ha titbao quanh khc nhau nhng trng tm ca logo l ch R kp vn cha tng thayi.Cng v sau, logo cng c lc b nhng ha tit rm r v cho n ngy nay thch li phn ch chnh. Nhng s n gin ny li cng lm tng thm n tng v ssang trng v ng cp ca Roll Royce. Lc u ch R kp ny c mu , ri c ithnh mu xanh en khi Charles ROLLS qua i. Ai cng ngh rng vic i logo thnhmu xanh en l tng nh ci cht ca ng Henry Royce vo nm 1933??? Thc raquyt nh ca cng ty cho i thnh ch en v cho rng n sang hn, v tnh li trngngay vo lc ngi sng lp qua i. ngha


7/18

2.2.2. Biu tng c trngNhc n Roll Royce, ngoi logo chnh hng th khng ai l khng bit n bc

tng ni ting gn trn li tn nhit (pha bn trn logo) ca xe. Bc tng c mangtn chnh thc l Spirit of ecstasy (c th hiu l B mt ca s say m)

Bc tng ny gn lin vi mt cu chuyn tnh ni ting ca John WalterEdward-Scott-Montagu v Eleanor Velasco Thornton th k ring v cng l ngi tnh


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b mt sut 10 nm ca ng. Biu tng ny ly nguyn mu t b Thornton - mt ngiph n c sc p m hn, thng tu v hi hc, nhng a v x hi ngn cn c lyngi mnh yu. Montagu t hng nh iu khc Charles Robinson Sykes, bn ng, mtbiu tng c bit gn ln chic xe ring Rolls Royce Silver Ghost. Bc tng nhm t mt ph n tr, vt o bay trong gi, vn mnh v pha trc, vi ngn tay tr t

trn mi. Tc gi chn chnh Eleanor Thornton lm ngi mu v t tn cho cho tcphm ca mnh l Whisper(Li th thm). Bc tng nh gn trn mi xe mau chngtr thnh mt th mt thi thng. Noi gng Montagu, lnh o hng Roll-Royce yucu Charles Sykes to ra mt biu tng c th t im cho bt k chic Rolls-RoyceSilver Ghost no. Thng 2/1911, Spirit of Ecstasy ra mt v ngay lp tc ngi ta nhnthy n l mt bn sao ca Whisper. Khng c g ngc nhin v s tng ng gia 2biu tng ny, khi bit rng c 2 ln, ngi mu m Sykes la chn u l Thornton.Tuy vinh d tr thnh nguyn mu cho mt trong nhng . Hay dc ngi m gitru mn l emily, flying ladyTr li vi lch s thng hiu Rolls-Royce, thit k biCharles Robinson Sykes, Spirit of Ecstasy l vt trang im trn mi cc xe Rolls-Roycesut t nm 1911.

Spirit of Ecstasy khng ph bin bng ci tnEmily, cn ngi M thng gi l SilverLady (Thiu ph bc) hayFlying Lady (Thiu ph bay). Vit chi tit hn

Chuyn tnh cm ng ny tr thnh biu tng ca mt trong nhng dngxe sang trng nht th gii

Tuy nhin biu tng ny cng gp phi khng t rc ri v c th lm vng tmnhn hoc lm vng np ca-po khi m ln hay cng c th b n trm na. V s yuthch i vi biu tng ny, cc nh thit k c nhiu thay i Spirit of ecstasy

c th c gi li trn nhng chic xe hi ca Roll Royce.

2.3. Slogan


9/18

L mt thng hiu ln vi logo v biu tng kh ni ting, slogan ca hngcng phn no xng ng vi v tr ng u ca mnh. Solgan c bit n nhiu nhtl At 60 miles an hour the loudest noisecomes from the electric clock (Vi tc 60 dm/h, m thanh n o nht bn nghe c n t chic ng h in t) . Chnhnh cu slogan ny m doanh s bn xe ca Roll Royce trong 5 nm lin tip tng ln50%. y qu l mt con s ng t ho khng nh s thnh cng ca slogan ny.

Rolls-Royce s sn xut nhng chic t tt nht th gii m khng cn quan tm ngi. V bn chng cho nhng ai tr tin mt cch hi lng nht". lm r

Phn tch k hn2.4. Tnh cch thng hiu


10/18

Tnh cch m thng hiu th hin cng chnh l nhng c tnh m nh cung cpmong mun khch hng cm nhn c khi s dng sn phm ca mnh. Vi RollRoyce, ngay t nhng ngy u tin thnh lp, hng nh v cho mnh v hnh nh camt dng xe hi xa x, sang trng v qu phi, mang m tnh cch ca t nc khaisinh ra n vng quc Anh,mt t nc c lch s lu i v c rt nhiu cc tng lpqu tc,mt t nc vi s xa hoa ,sang trng v mang m tnh lch s,c in nhngli sang trng qu phi y cng l tiu ch hng u cu cc nh thit k Roll Royce ,nmng m bn cht ca mt dn tc c nhiu tng lp thng lu v c a v ,pha vo

l s c knh c qua nhiu th k .Chnh v iu ny m to ra mt phn khc thtrng ring cho dng xe siu sang Roll Royce ,v mang tn tui ca n i khp th gii. Vit k hn2.5. H thng nhn din thng hiu


11/18

Phn 3: Phn tch 4Ps(Phn tch 7Ps nu c)

3.1. Product (Sn phm)C 5 mc phn cp xe t gm: xe bnh dn, xe th thao, xe sang, xe siu sang v

siu xe. Th Rolls-Royce ch tp trung vo dng xe siu sang- Nu tn cc dng xe ca Rolls-Royce v c im tng dng xe (Ghost,Phantom)2.5. Mu m sn phm (Bao b) Cho xung phn 4Ps

Thit k nhng sn phm xe hi ca Roll Royce lun trung thnh vi tnh cchthng hiu m h xc nh t khi mi thnh lp. V vy, mi dng xe ca Roll Royceu t s sang trng v xa x ln hng u.

Mt s hnh nh ca cc dng xe Roll Royce qua cc thi k nh:

Chic Rolls-Royce i u 10-HP 1904

1909 Rolls-Royce Silver Ghost Short


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Rolls-Royce Twenty Landaulette 1924

.1925 Rolls-Royce Phantom I Jonckheere Coupe


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1926 Rolls-Royce Phantom I

T khi c st nhp vo BMW n nay, Roll Royce ch cho ra i dng xe duynht l Roll Royce Phantom. Nhn chung, dng xe ny c ng nt thanh nh v t gych hn so vi nhng siu xe cng tm tin khc nh Ferrari hoc Lambourgini. Thnxe ln vi cc ng nt vung vc c in. Ni tht siu t tng ng vi s tinh t.Hu ht mi b mt ni tht c trang tr bng g th cng, crome, si cashmere haybc da lng ly. Trc mt ngi li l bng ng h n gin v bng iu khin ti

gin. Phantom ch c 16 mu tiu chun nhng c n 45.000 mu ty chn theo n thng.Mi xe Phantom cn n 15- 18 b da v 450 mnh da bc ni tht.

Chic Roll Royce Phantom u tin ti Vit Nam:


14/18

Np ca-p di v li tn nhit khng th ln ca Rolls-Royce. Biu tng "Spirit ofEcstasy" c th tht vo trong khi khng cn thit v trnh trm. Ton b np ca-pc lm t nhm nh v c kh nng chng xc. Phantom m Hong Trng nhp vc sn xut nm 2006.

Phantom c chiu di tng th 5.834 mm, ngn hn Maybach 62 (di 6,2 m).


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ng c 6,75 lt V12 (12 xi-lanh xp hnh ch V), cng sut 453 m lc, m-men xon

720 Nm. Sc mnh ny gip chic xe nng gn 2,5 tn t vn tc 100 km/h trong 5,7giy.

Bng iu khin ny ca Phantom l c trng khng th ln ca Rolls-Royce. Cc chitit trn xe c p g qu. y l ni Rolls-Royce khch hng ty chn theo thch

ca mnh. Cc ngh nhn c th p ng mi yu cu cho tng chi tit nh nht.


16/18

Nh cc mu xe siu sang khc, hng gh sau l ni tp trung nhng thit b ti tn. Ca

sau trang b rm cho iu khin in v gn qut gi lc mi. Hai b g p g sang trng.Gia hai gh sau l cm iu khin iu ha, dn m thanh, chc nng gh v nhiu thkhc. Gh ngi trn Phantom v tr cao to s t tin v thoi mi cho nhng ng ch

ca n.

Mn hnh n sau gh trc. Khi khng s dng, n nm gn vo bn trong.


17/18

3.2. Price (Gi)3.3. Place (Knh phn phi)3.4. Promotion (Xc tin) Km theo a qung co ca Rolls-RoyceQung co ng cp: Xu hng qung co ca m thng thin v phong cch hi

hc, tuy nhin trung thnh vi phong cch ca mnh nn qung co ca RollRoyce cng tot ln s sang trng v ng cp, k cn ni 1 li, ch cn ngixem cm nhnT chc diu hnh xeQung co vi nhng ngi ni tingTi tr phim, qung co trong phim: The former Rolls-Royce factory at Watfordis now known as the Leavesden Film Studios and has produced world famousfilms such as James Bond, Star Wars and Harry Potter.


18/18

Phn 4: Chin lc thng hiu

Dng xe mi ra mang n s tr trung v ti mi hn nhng dng xe c in nhng

c phn gi nua c

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