Qun tr thng hiu

Ging 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.

LI M U

Phn 1: Gii thiu chung

C 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 biu tng cho s qu phi, sang trng ca t nc kiu hnh ny. Ra i c hn mt trm nm, v cho n gi, Roll Royce cha tng t ra yu th trong cuc cnh tranh khc lit vi 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 Frederick Henry Royce v Charles Stawart Rolls, nim am m my mc ca Royce kt hp vi b c kinh doanh nhanh nhy ca Roll thnh cng xy dng nn mt thng hiu xe hi sang trng bc nht trn ton th gii. Lch s ca thng hiu xe ny c th im li qua mt s mc s kin sau: Nm 1907, chic xe u tin mang tn Silver Ghost ra mt, chnh thc i din cho 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 nht v tip theo n l Silver Shadow. Trong nhng nm 1920, nh sn xut ny bt u ch to, thit k ng c my bay 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 hai nhn hiu cao qu ny st cnh bn nhau ti 1970.

Nm 1971, do vng vo nhng rc ri xung quanh vic pht trin ng c v tr RB211 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 ha ton 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 mt phn 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 dng li thng hiu Maybach i chi vi Bentley v Rolls-Royce. 1/1/2002, BMW chnh thc ginh c quyn s dng biu tng "Spirit of Ecstasy" v thit k li tn nhit cc mu xe Rolls-Royce t Volkswagen, danh chnh 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 di trng ca ng ch mi BMW, dng xe mi c ra i vn k tha v pht huy gi tr hnh nh ca dng xe sang trng bc nht th gii.

Vit chi tit hn

Phn 2: Cc thnh t to nn thng hiu

2.1. Tn thng hiu

Thng hiu Roll Royce ngy nay ban u l mt cng ty nh chuyn v chung in, n chiu sng, ng c in v h thng in cho cn cu dn do Frederick Henry Royce thnh lp vi tn ng k chnh thc l Royce Ltd., Electrical & Mechanical Engineers 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 Stawart Rolls n thm xe t ca cng ty Royce Ltd v b chinh phc bi nhng sn phm tr tu ca Royce. V vy, hai ngi nhanh chng i n tha thun hp tc vi nhau: Royce ch to v Rolls tiu th, mi sn phm t u mang tn Rolls Royce. Ngy 23/12/1904, tha thun ny c chnh thc k kt v c coi l ngy sinh ca thng hiu Rolls Royce. Nhn mnh ci tn ny l c ghp t tn 2 ngi ng u v du gch ngang lun ng gia

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

2.2. Logo Biu tng c trng 2.2.1 Logo

Logo ca Roll Royce cng n gin v d hiu nh chnh tn ca hng vy. Logo l mt ch R kp, chnh l tn vit tt h ca hai ngi sng lp ra mc xe ny vo nm 1904: Charles ROLLS v Henry ROYCE. D tri qua nhiu thit k vi nhng ha tit bao quanh khc nhau nhng trng tm ca logo l ch R kp vn cha tng thay i.Cng v sau, logo cng c lc b nhng ha tit rm r v cho n ngy nay th ch li phn ch chnh. Nhng s n gin ny li cng lm tng thm n tng v s sang trng v ng cp ca Roll Royce. Lc u ch R kp ny c mu , ri c i thnh mu xanh en khi Charles ROLLS qua i. Ai cng ngh rng vic i logo thnh mu xanh en l tng nh ci cht ca ng Henry Royce vo nm 1933??? Thc ra quyt nh ca cng ty cho i thnh ch en v cho rng n sang hn, v tnh li trng ngay vo lc ngi sng lp qua i. ngha

2.2.2. Biu tng c trng Nhc 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 mang tn 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 Walter Edward-Scott-Montagu v Eleanor Velasco Thornton th k ring v cng l ngi tnh

b mt sut 10 nm ca ng. Biu tng ny ly nguyn mu t b Thornton - mt ngi ph n c sc p m hn, thng tu v hi hc, nhng a v x hi ngn cn c ly ngi mnh yu. Montagu t hng nh iu khc Charles Robinson Sykes, bn ng, mt biu tng c bit gn ln chic xe ring Rolls Royce Silver Ghost. Bc tng nh m 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 tc phm ca mnh l Whisper (Li th thm). Bc tng nh gn trn mi xe mau chng tr thnh mt th mt thi thng. Noi gng Montagu, lnh o hng Roll-Royce yu cu Charles Sykes to ra mt biu tng c th t im cho bt k chic Rolls-Royce Silver Ghost no. Thng 2/1911, Spirit of Ecstasy ra mt v ngay lp tc ngi ta nhn thy n l mt bn sao ca Whisper. Khng c g ngc nhin v s tng ng gia 2 biu 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 gi tru mn l emily, flying ladyTr li vi lch s thng hiu Rolls-Royce, thit k bi Charles Robinson Sykes, Spirit of Ecstasy l vt trang im trn mi cc xe Rolls-Royce sut t nm 1911. Spirit of Ecstasy khng ph bin bng ci tn Emily, cn ngi M thng gi l Silver Lady (Thiu ph bc) hay Flying Lady (Thiu ph bay). Vit chi tit hn

Chuyn tnh cm ng ny tr thnh biu tng ca mt trong nhng dng xe sang trng nht th gii Tuy nhin biu tng ny cng gp phi khng t rc ri v c th lm vng tm nhn hoc lm vng np ca-po khi m ln hay cng c th b n trm na. V s yu thch 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

L mt thng hiu ln vi logo v biu tng kh ni ting, slogan ca hng cng phn no xng ng vi v tr ng u ca mnh. Solgan c bit n nhiu nht l 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). Chnh nh cu slogan ny m doanh s bn xe ca Roll Royce trong 5 nm lin tip tng ln 50%. 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 n gi. V bn chng cho nhng ai tr tin mt cch hi lng nht". lm r Phn tch k hn 2.4. Tnh cch thng hiu

Tnh cch m thng hiu th hin cng chnh l nhng c tnh m nh cung cp mong mun khch hng cm nhn c khi s dng sn phm ca mnh. Vi Roll Royce, ngay t nhng ngy u tin thnh lp, hng nh v cho mnh v hnh nh ca mt dng xe hi xa x, sang trng v qu phi, mang m tnh cch ca t nc khai sinh ra n vng quc Anh,mt t nc c lch s lu i v c rt nhiu cc tng lp qu tc,mt t nc vi s xa hoa ,sang trng v mang m tnh lch s,c in nhng li sang trng qu phi y cng l tiu ch hng u cu cc nh thit k Roll Royce ,n mng 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 th trng ring cho dng xe siu sang Roll Royce ,v mang tn tui ca n i khp th gii. Vit k hn 2.5. H thng nhn din thng hiu

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 cch thng hiu m h xc nh t khi mi thnh lp. V vy, mi dng xe ca Roll Royce u 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

Rolls-Royce Twenty Landaulette 1924

. 1925 Rolls-Royce Phantom I Jonckheere Coupe

1926 Rolls-Royce Phantom I T khi c st nhp vo BMW n nay, Roll Royce ch cho ra i dng xe duy nht l Roll Royce Phantom. Nhn chung, dng xe ny c ng nt thanh nh v t gy ch hn so vi nhng siu xe cng tm tin khc nh Ferrari hoc Lambourgini. Thn xe 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 hay bc 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 t hng. 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:

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

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

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 5,7 giy.

Bng iu khin ny ca Phantom l c trng khng th ln ca Rolls-Royce. Cc chi tit 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.

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 th khc. 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.

3.2. Price (Gi) 3.3. Place (Knh phn phi) 3.4. Promotion (Xc tin) Km theo a qung co ca Rolls-Royce Qung 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 Roll Royce cng tot ln s sang trng v ng cp, k cn ni 1 li, ch cn ngi xem cm nhn T chc diu hnh xe Qung co vi nhng ngi ni ting Ti tr phim, qung co trong phim: The former Rolls-Royce factory at Watford

is now known as the Leavesden Film Studios and has produced world famous films such as James Bond, Star Wars and Harry Potter.

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