复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Rolex

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Legends

Made b 平章 黄耀宗 Li Ping zhang Ng yew chong

Made by 李平章 黄耀宗 Li Ping Zhang Ng Yew Chong

Brief of R 1906 Founded by hans wilsdof 1926 First Waterproof Watch/Oyster 1950s Professional series 1980s Deepsea series

Brief of Rolex 1906 Founded by Hans Wilsdof 1926 First Waterproof Watch/Oyster 1950s Professional Series 1980s Deepsea Series

Competition Analysis dualization eg地 irit of luxury products LovEr d belonging leeds to be fulfilled Safety needs Physiological needs

Self￾actualization Esteem needs Love and belonging needs Safety needs Physiological needs Competition Analysis BEsteem Needs asic spirit of luxury products Needs to be fulfilled

Narrow enmseetitvon Aroarbsisy Broad sense view: Luxuries

Narrow Sense View Competition Analysis ： Horology Broad Sense View： Luxuries

Competition Analysis Rolex Timekeeper Luxury( Autos/Clothing/etc.) Anything that fulfills customer needs(Awards /etc.)

Competition Analysis Rolex Timekeeper Luxury（Autos/Clothing/etc.） Anything that fulfills customer needs (Awards /etc.)

Competition Analysis PATEK PHILIPPE IWC ROLEX ashille OMEGA ido CARL E BUcHeR_ ROGERDUBUIS CAS口 寶齊革 SEIKO 得平 0力士手表 歌米手表 LANGE 45On B NOMOS Carlier TITONI BLANCPAI N BLANC CHRONOSWISS BERTOLUCC! TUDOR LONGINES VACHERON CONSTANTIN FFICINE IAGEIPANERAL BREITLING TAGHeuer" AmILTon HERMES(0Nc0D等 TISSOT AU地m GP CIRARD-PERREGAX RADO 2ENITH ULYSSMAR n MAURICE LACROIX

Competition Analysis China Timekeeper Market

Competition Analysis SwOrchega RoRiclex Monopoly GroupsLvNHg-Heuer Vefdotice

Competition Analysis 4 Monopoly Groups Swatch Rolex LVMH Vendome Omega Rolex Tag-Heuer Cartier

Market Share in China 25% Longines 44% ■Ro|ex ■ Tag-Heuer Tutor 11% Else 6% 3% 11%

Market Share in China 25% 11% 6% 3% 11% 44% Omega Longines Rolex Tag-Heuer Tutor Else

Market Share in China 60% 50% Rolex 40% Tissot ag-Heuc 30% Cartier Omega 20% Tuto 10% . Longines 0% 1995 2000 2005 2012

Market Share in China 0% 10% 20% 30% 40% 50% 60% 1995 2000 2005 2012 Rolex Tissot Tag-Heuer Cartier Omega Tutor Longines