定價(jià)的策略和戰(zhàn)術(shù)PPT課件[通用]

1、The Strategy and Tactics of Pricing定價(jià)的策略和戰(zhàn)術(shù)7/7/20221The Cost-Plus Delusion加成定價(jià)法的謬誤Financial prudence出于財(cái)務(wù)謹(jǐn)慎的考慮How to determine mark-up? 如何決定加成比例?Overpricing in weak markets and under-pricing in strong markets 在疲軟市場(chǎng)的過高定價(jià)和在強(qiáng)勁市場(chǎng)的過低定價(jià)7/7/20222Value By Customers消費(fèi)者認(rèn)定的價(jià)值A(chǔ)ffordable but sufficiently sporty c

2、ar 消費(fèi)者需要既買得起又瀟灑漂亮的跑車In 1964, Ford met the challenge with its Mustang, at a base price of $2,368. 1964年福特推出定價(jià)為2368美元的Mustang車來迎接這項(xiàng)挑戰(zhàn)Net profits of $1.1 Billion, in 1964 dollars, in just the first two years 在最初的兩年間凈利達(dá)11億美元7/7/20223Developing an Effective Pricing Strategy設(shè)定有效的訂價(jià)策略customers willingness

3、to pay for the good or service 消費(fèi)者的購(gòu)買意愿cost of providing the good or service 生產(chǎn)成本degree of competition 競(jìng)爭(zhēng)程度7/7/20224Demand Curve, I需求曲線02.5057.50101472demand curve需求曲線Quantity (hamburgers a day)數(shù)量(漢堡包每天)Price ($per humburger)價(jià)格(美元每個(gè)漢堡包)7/7/20225Demand Curve, II需求曲線the maximum price the consumer is w

4、illing to pay / marginal benefit 顧客愿意支付的最高價(jià)格/邊際利益the more the less desirable / diminishing marginal benefit 越多就越不熱切/邊際利益遞減7/7/20226Demand and Income需求和收入Normal / inferior products 正常/劣等品International and regional business 國(guó)際和區(qū)域業(yè)務(wù)expected income 期望收入Irrational exuberance in U.S in the 1990s. 美國(guó)90年代末：

5、非理性旺盛Deflation in Japan in the past decade 日本最近十幾年：通貨緊縮7/7/20227Foe or Friend是互替還是互補(bǔ)Prices of related products 相關(guān)產(chǎn)品的價(jià)格Substitutes: chicken/beef, video/movie 替代品: 雞/牛肉, 錄像/電影Complements: meat/wine, movie/popcorn 互補(bǔ)品: 肉食/葡萄酒, 電影/爆米花7/7/20228How to secure complements?怎樣得到互補(bǔ)品的支持?Dan Ryan & UA Pacific Pl

6、ace 香港太古廣場(chǎng)的電影院和芝加哥風(fēng)味的餐廳Pepsi, AOL 百事可樂, 美國(guó)在線PCCW, Softbank 香港電訊盈科，日本軟銀HK Disneyland 香港迪斯尼樂園7/7/20229Demand for Durable Goods耐用品的需求Expectation about future prices and income 對(duì)未來價(jià)格和收入的期望Financing costs 融資成本Prices of used models 二手貨的價(jià)格future value of new good 代表新貨物的未來價(jià)值substitute for new good 新舊貨物的替代關(guān)系

7、7/7/202210Factors influencing market demand: 影響市場(chǎng)需求的因素Income level and distribution 收入高低和分布Population and demographics 人口多少及構(gòu)成 Market saturation 市場(chǎng)滲透率Network externality 外部效用7/7/202211收入, 成本, 和利潤(rùn)7/7/202212利潤(rùn)最大化的條件7/7/202213最優(yōu)定價(jià)Operate at scale where marginal revenue = marginal cost 邊際收入 = 邊際成本的規(guī)模Equ

8、ivalently, set the incremental margin percentage equal to the inverse of absolute value of price elasticity of demand, 設(shè)邊際毛利率等于需求價(jià)格彈性的倒數(shù)(price - MC) / price = -1/e7/7/202214自身價(jià)格彈性 Own-Price Elasticity定義: 1% 的價(jià)格增長(zhǎng)所引起的需求的變化量自身價(jià)格彈性 =7/7/202215Price Elasticity: Determinants價(jià)格彈性: 決定因素availability of dire

9、ct or indirect substitutes 直接或間接替代品的多少Perceived substitutes effect (Woolite) 被認(rèn)為的替代效應(yīng)Unique value effect (Heinz ketchup) 獨(dú)特的價(jià)值Difficult comparison effect (brand name products) 不可比較效應(yīng)(名牌產(chǎn)品)Price-quality effect (doctors, lawyers) 價(jià)格質(zhì)量效應(yīng)(醫(yī)生,律師)Inventory effect (canned tomatoes, diapers) 庫(kù)存效應(yīng)(罐裝西紅柿, 紙尿片

10、)7/7/202216More on Determinants of Price Elasticity 再談價(jià)格彈性的決定因素cost / benefit of economizing 尋找替代品的成本及收益Expenditure effect (engine oil) 費(fèi)用效應(yīng)(引擎油)End-benefit effect (Baby and Michelin) 終端利益效應(yīng)（米其林和嬰兒）buyers prior commitments 買方是否有事前的投入separation of buyer and payee 購(gòu)買者和付款者的分離7/7/202217Advantage 競(jìng)爭(zhēng)優(yōu)勢(shì)198

11、1: American Airlines pioneered frequent flyer program 1981年: 美國(guó)航空公司推出里程優(yōu)惠計(jì)劃 buyer commitment 購(gòu)買者事前投入 business executives fly at the expense of others 公差7/7/202218Demand Elasticity Under Optimal Pricing最優(yōu)定價(jià)下的需求彈性always set price so that demand is elastic 總是設(shè)立價(jià)格, 使需求具有彈性if demand more elastic, then lo

12、wer incremental margin percentage (IM%) 如果需求彈性較大,邊際毛利率就低(IM%) e = -1.5 IM% = 2/3 e = -2 IM% = 1/27/7/202219Pricing Movies電影票的定價(jià)Tuesday Movies 星期二電影Price decreased from $60 to $30 價(jià)格從60港幣降到30港幣Number of tickets increased by 217% 票房上升了217%Revenue for Tuesdays ？ 星期二的營(yíng)業(yè)額是否增加？What about other weekdays an

13、d weekends? 其它周日和周末的營(yíng)業(yè)額?7/7/202220摩爾(Moores)法則和計(jì)算機(jī)成本技術(shù)進(jìn)步固定成本增加邊際成本減少(單位計(jì)算能力的成本)7/7/202221Relevant Marginal Costs for Pricing 相關(guān)的邊際成本consider only relevant costs and ignore all other costs 僅考慮相關(guān)的成本, 不考慮其它的成本relevant costs may be hidden 相關(guān)成本往往被傳統(tǒng)損益表忽略irrelevant costs may be shown in accounts 不相關(guān)成本則可能出

14、現(xiàn)在傳統(tǒng)損益表7/7/202222Wing On Group, 1993永安集團(tuán), 1993Revenue 收入HK$2,236 millionExpenses 成本HK$2,210 millionProfit 利潤(rùn)HK$ 26 millionOpportunity cost機(jī)會(huì)成本HK$ 53 million7/7/202223Shanghai Petrochemical, 1994上海石化，1994Profit: 1.78 billion yuan利潤(rùn): 17.8億人民幣The company received 4.5 million metric tons of crude at a g

15、overnment-controlled price of 689 yuan (as compared to free-market price of 1100 yuan), the opportunity cost of which is 1.85 billion yuan.公司獲得450萬噸政府補(bǔ)貼的原油, 機(jī)會(huì)成本為18.5億人民幣。7/7/202224Opportunity Cost 機(jī)會(huì)成本definition - net revenue from best alternative course of action 定義：所有被放棄的可能方案中能帶來的最大凈收益。 7/7/20222

16、5Debt to Equity 債轉(zhuǎn)股Investment by the Singaporean government in a petrochemical plant in the 1980s80年代新加坡政府對(duì)石化企業(yè)的貸款Stated-owned enterprises in China中國(guó)國(guó)有企業(yè)7/7/202226Economic Value Added經(jīng)濟(jì)附加價(jià)值任何融資都有成本：借貸要付息, 股權(quán)要回報(bào)EVA = revenue - all costs (including cost of equity capital) 經(jīng)濟(jì)附加價(jià)值=收入-所有成本(包括資本金的成本)7/7/2

17、02227Apple Computer 蘋果計(jì)算機(jī)1988年夏: 蘋果用每芯片38美元共計(jì)幾億美元的代價(jià)購(gòu)買 1Megabit 的DRAM晶片1989年元月: 市場(chǎng)價(jià)格跌到23美元; 為給Machitosh定價(jià), 1 Megabit的DRAM庫(kù)存該是多少成本呢?7/7/202228Sunk Cost沉沒成本定義：已經(jīng)或承諾支出、無法挽回的成本先前的承諾計(jì)劃期的長(zhǎng)短7/7/202229A Common Excuse不敵外來競(jìng)爭(zhēng)的共同借口：需承擔(dān)大量退休員工的福利Japanese car manufacturers vis-vis the U.S. auto makers美日汽車公司之間的競(jìng)爭(zhēng)St

18、ated-owned enterprises versus foreign-invested companies in China中國(guó)國(guó)企與外資企業(yè)之間的競(jìng)爭(zhēng)7/7/202230DaimlerChrysler: 合并能節(jié)省多少?2000十一月: 第三季度報(bào)告虧損1999-2002,美國(guó)汽車工會(huì)協(xié)議 無論如何，必須支付合同工資的95% 最初42星期, 由州失業(yè)基金會(huì)資助7/7/202231廣告支出廣告的益處提高需求advertising elasticity = % increase in demand from 1% increase in advertising 廣告的彈性 = 每增加1%的

19、廣告支出所導(dǎo)致的需求增加的百分?jǐn)?shù)7/7/202232Advertising Elasticities廣告彈性7/7/202233 利潤(rùn)最大化的廣告支出Profit-maximizing advertising/sales = incremental margin x advertising elasticity利潤(rùn)最大化的廣告支出/銷售量= 邊際毛利 X 廣告彈性 incremental margin = (price - MC)邊際毛利= 價(jià)格 - 邊際成本7/7/202234Prozac 再普樂: 廣告支出Competition from generics would普藥帶來的競(jìng)爭(zhēng)會(huì)導(dǎo)致r

20、educe incremental margin 邊際毛利減少raise advertising elasticity 廣告彈性增加7/7/2022351999年2月, 英特爾 (Intel) 英特爾發(fā)行奔騰III (Pentium-III)定價(jià)高，即邊際毛利大與AMD的新K6-III芯片競(jìng)爭(zhēng)，即廣告彈性大 英特爾(Intel)加倍廣告支出, 達(dá)到3億美元7/7/202236Uniform Pricing: Shortcomings 單一訂價(jià)策略的缺點(diǎn)leaves buyers with a lot of surplus 給購(gòu)買者留下很多剩余does not sell to every pot

21、ential buyer 并沒有出售給每個(gè)潛在的購(gòu)買者7/7/202237Complete Price Discrimination完全價(jià)格歧視price each unit at buyers benefit and sell quantity where MB = MC 每單位的價(jià)格訂為購(gòu)買者的邊際利益；賣到邊際利益等于邊際成本maximum profit (利潤(rùn)最大化)different from MR = MC (與MR=MC不同)implementation: must know entire marginal benefit and marginal cost curves 實(shí)施:

22、 必須知道整個(gè)邊際利益和邊際成本的曲線7/7/202238Hysterectomy in Hong Kong香港的子宮切除術(shù)price ranging from HK$20,000 to HK$200,000 even for same operation and treatment 同樣的手術(shù)，但價(jià)格卻從港幣2萬元到20萬元不等.charging patients according to their means as a HK “ tradition” (Dr. Leong Che-hung, SCMP, April 26, 1999) 根據(jù)病人的支付能力收費(fèi), 是香港的“傳統(tǒng)”7/7/2

23、02239Direct Segment Discrimination直接板塊歧視Different incremental margin % to each identifiable segment 對(duì)每個(gè)不同的市場(chǎng)板塊 ,設(shè)定不同的邊際毛利率Within each segment IM% = -1/eImplementation: 實(shí)施:Fixed, identifiable characteristic - basic for segmentation 必須具有固定的, 可識(shí)別的特征No re-sale 防止轉(zhuǎn)銷 7/7/202240Preventing Resale:“Not for R

24、etail Sale”防止轉(zhuǎn)銷:“不得零售” Heinz serves 亨氏institutional customers (food service, restaurants) directly 直接把產(chǎn)品銷往機(jī)構(gòu)客戶retail customers indirectly through supermarkets and grocery stores 通過超級(jí)市場(chǎng)和雜貨店間接服務(wù)零售客戶7/7/202241NYNEX Telephone Service NYNEX電話服務(wù)New York City 紐約市residential - $16/month 民用每月16美元business - $

25、23/month 商用每月23美元How is discrimination possible?歧視是如何實(shí)現(xiàn)的?7/7/202242Discrimination by Location根據(jù)地理位置實(shí)行歧視suitable for international business 適用于國(guó)際業(yè)務(wù)price differential parallel imports 價(jià)格差異并行進(jìn)口managing the gray market 灰色市場(chǎng)的管理7/7/202243Asian Wall Street Journal亞洲華爾街日?qǐng)?bào) 年度訂閱的價(jià)格$59世界范圍$871Print: Tokyo東京$17

26、3Print: Singapore新加坡$294Print: Hong Kong香港7/7/202244Which Coca-Cola?哪個(gè)可口可樂?Two kinds of Coca-cola sold in Japan.American Coke: $5.50 (wholesale price in American), $11.50 (wholesale price in Japan), and $18.30 (retail price in Japan)Made in Japan: $20.00 (wholesale price in Japan), $27.40 (retail pr

27、ice in Japan)Lucrative Japanese market: 5% volume, but at least 20% profit在日本有兩種可口可樂美國(guó)可口可樂: 5.5美元(美國(guó)批發(fā)價(jià)格), 11.5美元(日本的批發(fā)價(jià)格), 18.3美元(日本的零售價(jià))日本制造: 20美元(日本批發(fā)價(jià)), 27.4美元(日本零售價(jià))可口可樂的日本市場(chǎng)占其總銷量5%, 但利潤(rùn)貢獻(xiàn)卻超過20%7/7/202245Discriminating by Age根據(jù)年齡實(shí)行價(jià)格歧視Discount prices for children and senior citizens, and regula

28、r prices for adults.Movies theatresTheme parksBus and subway service老人和小孩享有折扣價(jià), 成人正規(guī)價(jià)電影院主題公園交通服務(wù)7/7/202246Indirect Segment Discrimination間接板塊歧視structure choice to earn different incremental margins from each segment 通過為不同市場(chǎng)板塊設(shè)計(jì)不同的產(chǎn)品來實(shí)現(xiàn)價(jià)格歧視，賺取利潤(rùn) Implementation 實(shí)施seller controls some variable to which

29、 segments are differentially sensitive 銷售商控制一些變量, 不同板塊對(duì)其具有不同的敏感性buyers cannot circumvent the variable 購(gòu)買者無法回避這些變量7/7/202247Northwest AirlinesMinneapolis-New York西北航空公司, 明尼寶利士至紐約Business class 商務(wù)倉(cāng) $ 1711 Unrestricted economy 更改無限制的經(jīng)濟(jì)倉(cāng) $ 1267 Advance purchase, with penalties 預(yù)購(gòu)且更改需付罰金的經(jīng)濟(jì)倉(cāng) $ 765 Advanc

30、e purchase, for senior 預(yù)購(gòu)、專為長(zhǎng)者的經(jīng)濟(jì)倉(cāng) $ 692 7/7/202248Chinese Embassy in Singapore中國(guó)駐新加坡大使館Application period申請(qǐng)期1 天3 天7 天Single entry單程$75$60$25Double entry雙程$85$70$357/7/202249Pricing Policies: Ranking不同訂價(jià)策略的比較Profitability贏利性 Policy政策 Information Requirement信息要求 Highest最高 Complete price discriminatio

31、n完全價(jià)格歧視 Highest最高 Direct segment discrimination直接板塊歧視 Indirect segment discrimination間接板塊歧視 Lowest最低Uniform pricing單一訂價(jià)策略Lowest最低7/7/202250Bundling 捆綁Strategy 策略pure bundling 純粹捆綁mixed bundling 混合捆綁“ if every segmentwas wild about one thing and hated the rest, they have done their job” (Economist) “

32、 如果每類顧客都對(duì)某一產(chǎn)品狂熱而討厭其它產(chǎn)品,捆綁便會(huì)是最優(yōu)訂價(jià)策略”(經(jīng)濟(jì)學(xué)家) 7/7/202251 Pricing Cable Television Programs有線電視節(jié)目定價(jià)Segment板塊Education channel教育頻道 Music channel音樂頻道 Conservative$20$2Middle of Road$11$117/7/202252Pricing Concert Series系列音樂會(huì)訂價(jià)7/7/202253Diplomacy of Price Competition價(jià)格競(jìng)爭(zhēng)的外交術(shù)Not winning pricing battles, but

33、preventing those that are not worth fighting 不是贏得價(jià)格戰(zhàn),而是避免不必要的價(jià)格戰(zhàn)evaluating managers not only by their ability to win sales and market share but also by their ability to achieve profitability over the long haul 評(píng)估經(jīng)理們, 不要光看他們贏得銷售和市場(chǎng)份額的能力, 還要看他們達(dá)到長(zhǎng)期贏利的能力7/7/202254Stop the War Before It Starts讓價(jià)格戰(zhàn)胎死腹中Re

34、veal your strategic intentions 披露你的策略意圖price-matching policies 價(jià)格匹配政策Reveal your cost advantage 披露你的成本優(yōu)勢(shì)Standard Oil 標(biāo)準(zhǔn)石油公司W(wǎng)almart 沃爾瑪7/7/202255Responding with Nonprice Actions 非價(jià)格竟?fàn)幍幕貞?yīng)Focus on quality 專注于質(zhì)量Ritz-Carlton in Malaysia 馬來西亞的Ritz-Carlton Alert customers to risk of poor quality 提醒顧客劣質(zhì)的風(fēng)險(xiǎn)P

35、harmaceutical business 制藥業(yè)Seek help 尋求援助from governments, suppliers, customers, vendors, channel partners, independent sales representatives 從政府, 供應(yīng)商, 顧客, 技術(shù)提供商, 分銷伙伴, 獨(dú)立銷售代表那里尋求援助7/7/202256Using Selective Pricing Actions有選擇的價(jià)格競(jìng)爭(zhēng)Modify only certain prices 只調(diào)低某些價(jià)格Northwest v. Sun Country Airlines 西北航

36、空對(duì)Sun Country 航空Fight Brands 引進(jìn)戰(zhàn)斗性品牌3MPQingDao Beer 青島啤酒7/7/202257Consistent Discount Pricing與價(jià)格折扣相應(yīng)的措施Discount be tied to the elimination of the service or feature that the customer claims not to value.取消客戶認(rèn)為沒有價(jià)值的服務(wù)和功能The customer commits to accept a negotiated price if it is approved by the salesp

37、ersons management.客戶承諾接受談判好的價(jià)格The customer commits to a long-term purchase agreement in return for gaining a discount. 客戶承諾長(zhǎng)期的購(gòu)買協(xié)議。7/7/202258Aggressive Pricing進(jìn)攻性訂價(jià)Enjoy a substantial cost advantage (Wal-Mart, Standard Oil ) 享有巨大的成本優(yōu)勢(shì)Attack companies with large market shares (Sprint v. AT&T；Big v. G

38、illette) 攻擊擁有較大市場(chǎng)份額的公司7/7/202259Generic Pricing Strategies普遍適用的定價(jià)策略Skimming: setting price high relative to the economic value of most potential customers 撇脂策略: 設(shè)定高價(jià)格，為少數(shù)優(yōu)質(zhì)客戶服務(wù)Penetration: setting price low relative to the economic value in order to gain from high market share or volume簿利多銷策略: 以低廉的價(jià)

39、格來獲取龐大的市場(chǎng)份額或銷量Neutral 中性7/7/202260Wine War - Production葡萄酒之戰(zhàn)- 生產(chǎn)Australian, American, and Chilean winemakers work in steady, hot weathers that produce regular harvests and consistent wines / free to plant / adding oak chips to wine that is fermenting in steel barrels 持續(xù)炎熱的氣候調(diào)節(jié)使得澳大利亞,美國(guó)及智利的葡萄酒生產(chǎn)商可以有穩(wěn)

40、定的葡萄收成,制造出的葡萄酒質(zhì)量也有保障/可以自由種植/用鐵桶發(fā)酵葡萄酒,但在里面加入橡木片.Bordeaux and Burgundy producers must deal with unpredictable weather / strict limits on what types of grapes can be grown in a particular region and how they are planted and picked / ageing the wine in oak barrels (法國(guó))波爾多和勃艮第的生產(chǎn)商所面對(duì)的是多變的氣候/對(duì)于哪些地區(qū)可以種植哪類葡

41、萄,以及如何種植,如何挑選都有嚴(yán)格的限制/用橡木桶發(fā)酵葡萄酒7/7/202261Wine War - Marketing葡萄酒之戰(zhàn) - 營(yíng)銷French system of labeling by geographic origin / mystifying labels / Bordeaux alone boasts 20,000 different producers / cannot afford to have the global marketing / emphasize on upper-classes customers who shop in specialized wine

42、 shop 法國(guó)以產(chǎn)地作為葡萄酒的標(biāo)識(shí)/這種標(biāo)識(shí)不易辨認(rèn)/僅波爾多地區(qū)就有2萬多家不同的生產(chǎn)商/規(guī)模不足,無法打入全球市場(chǎng)/重點(diǎn)針對(duì)那些在專門的葡萄酒商店購(gòu)買葡萄酒的高端客戶Source: BusinessWeek, September 2001 資料來源: 商業(yè)周刊, 2001年9月Label by type of grape / clear-cut labels (eight groupings in New York City) / Three Australian companies dominate 80% of home market / can afford to have gl

43、obal marketing / focus on new drinkers who shop wines in supermarkets 新世界葡萄酒商以葡萄類別作為葡萄酒的標(biāo)識(shí)/這種標(biāo)識(shí)容易區(qū)分(紐約市將葡萄酒劃分為8大類)/三家澳大利亞的公司占領(lǐng)其國(guó)內(nèi)市場(chǎng)80%的份額/規(guī)模足以進(jìn)軍全球市場(chǎng)/針對(duì)那些對(duì)葡萄酒并不熟悉,在超市購(gòu)買葡萄酒的客戶7/7/202262Beauty-Products Business美容產(chǎn)品LOreal has dominated the $90 billion beauty-products industry by wooing women with Parisi

44、an chic 歐萊雅依仗其“巴黎魅力”獲得眾多女性的青睞, 在總產(chǎn)值九百億美元的美容產(chǎn)品行業(yè)中占領(lǐng)主導(dǎo)地位P&G, a leader in soap and diaper business, leapfrogged LOreal leading position in mass-market beauty products through the $50 billion takeover of Clairol in 2001 寶潔原來只是肥皂及尿布市場(chǎng)中的佼佼者,但是當(dāng)它于2001年以500億美元收購(gòu)依卡露公司之后, 就超越了歐萊雅在美容產(chǎn)品市場(chǎng)上的地位 7/7/202263LOreal v

45、. P&G歐萊雅與寶潔的較量P&G: the women who speak for its beauty products are unknowns/use no-nonsense comparative advertising in cosmetics 寶潔: 選用的廣告模特都是些不知名的人/認(rèn)為化妝品廣告應(yīng)實(shí)實(shí)在在,只需要讓顧客了解該公司產(chǎn)品與其他公司產(chǎn)品不同之處即可LOreal: employ dozens of models and actresses / In cosmetics, “you have to inform, convince but also seduce cons

46、umers and not just ram facts down their throats.” 歐萊雅: 花錢請(qǐng)來好多有名的模特和演員/認(rèn)為在化妝品廣告中, “你不僅要讓顧客了解產(chǎn)品,你還要誘使她們購(gòu)買產(chǎn)品單純的講述事實(shí)是不行的.” Just as P&G tried to penetrate the high-end beauty-product market dominated by LOreal, LOreal began to sell more shampoos 寶潔正試圖進(jìn)入由歐萊雅所控制的高端美容產(chǎn)品市場(chǎng),而同時(shí)歐萊雅也正嘗試銷售更多的洗發(fā)水Source: AWSJ, Jan

47、uary 10-12, 2003, A1 資料來源: AWSJ, 2003年1月10日-12日7/7/202264DKNY Deal May Not Fit LVMH收購(gòu)DKNY對(duì)于LVMH來講可能并非正確決策LVMH, a collection of brand name products such as LV and Christian Dior, failed to acquire Giorgio Armani, and bought DKNY ($643 million in 2001) instead. LVMH旗下原來都是那些非常著名的世界級(jí)品牌, 比如LV和Christian Dior, 它也曾經(jīng)想要收購(gòu)Giorgio Armani,但是未能成功, 于是它轉(zhuǎn)而收購(gòu)了DKNY ( 2001年, 以6億4千3百萬美元成交)DKNY sold clothes in discounters (TJ Maxx, M