澳洲中央昆士兰大学论文代写：网络
形势的分析说明了一个更好的定义问题的DFS微观和宏观。它代表的内部和外部环境DFS为了理解公司的沟通策略,客户和商业环境。更准确地说,内部环境可以被描述为澄清的优势,公司的机会、威胁和弱点(马特,1997)。它可以资源级别分析或在这里将是一个企业,管理,市场营销和传播策略级别的分析。外部环境可以解释为DFS和显示了宏观和中观环境和社会因素如何影响DFS的社交媒体平台的发展。这个阶段,年底SWOT表将被用于显然存在的内部和外部因素的概述。
2013年9月,DFS组首先介绍新品牌标识“T广场”(见图2.1),旅客在DFS檀香山,DFS的第一市中心的商店。新的标识将推出了全球18个月内所有DFS商店(DFS组,2013)。Philippe范围内的董事长兼首席执行长DFS(2013)说,“新T广场标志很简单,可访问和可发音的。这些商店不仅提供最终的各式各样的豪华产品,还提供无缝的购物环境,游客与目的地”(DFS组,2013)。他还表示,旅游零售已经成为最重要的一个部门在奢侈品零售和他想要的,旅客可以看到DFS T广场的地方旅行。
Situation analysis illustrates a better definition of the issues of DFS from the micro and macro end. It represents the internal and external environment of DFS for the sake of understanding the company’s communication strategies, customers, and business environment. More precisely, the internal environment can be described as that which clarifies the strengths, opportunities, threats and weaknesses for the company (Mattsson, 1997). It can be resource level analysis or as is the case here would be a corporate, management, marketing and communication strategy level analysis. The external environment can be explained as macro and meso environment of DFS and shows what and how social factors would influence the development of DFS’s social media platform. At the end of this stage, a SWOT table will be used to clearly present the overview of the internal and external factors.
In September 2013, DFS Group firstly introduced the new brand identity “T Galleria” (see picture 2.1) to travelers in DFS Honolulu, the first downtown store of DFS. The new identity will be rolled out globally to all DFS stores within eighteen months (DFS Group, 2013). Philippe Schaus, the Chairman and Chief Executive Officer of DFS said (2013), “The new T Galleria logo is simple, accessible and pronounceable to all. These stores not only offer the ultimate assortment of luxury products but also deliver seamless shopping environments that travelers associate with their destinations” (DFS Group, 2013). He also indicated that travel retail has already become to one of the most important sectors in luxury retail and he wanted that travelers could see DFS T Galleria wherever they were travelling.
