A modern doll named Barbie, since its introduction in 1959, with an incredible impact on the world: she completely subverted the history of toys, like magic was given life, step by step into more than 150 countries; she was included in psychology, sociology and other disciplines of the scope of the study, as well as the fashion industry must be talking about the object, to become a cultural symbols can be analyzed in multiple ways; she She was also placed in the United States time capsule, and other symbols of the 20th century on the United States has an important influence on the items, and save to the future, become a cultural symbol of the United States; She created annual sales of 4.8 billion U.S. dollars, an average of three Barbie dolls were sold every second of the myth of the 20th century one of the most valuable brands. Now, half a century has passed, has come to know the life of the Barbie doll is still fashionable and beautiful, become a symbol of the brand's longevity, than has also been popular for a while Cabbage Patch dolls, teddy bears are to live a bright, long. Once a reporter asked Barbie's founder, Ruth Handler: ; Why is Barbie doing so well? ; Ruth Handler calmly replied: I am a marketing genius. Yes, she is! Half a century of brand promotion reveals the mystery of Barbie's longevity I. Fashion marketing: only do business with women and children; Jews once said: only do business with women and children. Because grasp the psychology of women and children, will be able to obtain high added value. Ruth Handler also focuses on the pockets of women and children. From the very beginning of Barbie's existence, Ruth Handler has been committed to making her the face of women who pursue perfection and fashion. To capture the hearts of consumers with beauty. In addition to the devil's body, there are Armani, VeraWang, Prada and other famous designers for her hundreds of millions of sets of high-grade clothing, her closet is a woman's and children's dream. Barbie Fashion" editor Glenn Mendoville has said that; many women buy Barbie; because they can not become Barbie;, they are dressed by the perfect; Barbie;, to realize their desire to become slim, beautiful and popular and all the dreams <; Second, the ascension of the marketing: the history of the brand that is the history of the times; 50 years so that Barbie has been everlasting and not only because of the Barbie is a pretty Modern dolls, more importantly, Barbie brand has always been rising, with the times, so as to obtain strong vitality. So much so that we can clearly see from the growth of Barbie in 50 years of social development and the evolution of women's concepts:; in the conservative 1950s, Barbie kept a head of blonde wavy curls; when the rise of Hollywood, the glamor of the stars to the fore, the Barbie doll shifted, transformed into a variety of female stars. In the 60's to encourage women to work; Barbie; put on an administrative suit, sat up a briefcase; in the increasingly popular sports events in the 70's, Barbie has a bendable wrist, elbow, and has a foot joint, began wearing sportswear, participate in gymnastics, equestrian, ballet; when mankind ascended to the moon, Barbie put on a space suit; into the network era, Barbie also began to send friends! ; Imeier ;, to the woman is no longer married for the life of the 21st century, she simply love for many years boyfriend KEN dumped. ; Today, at the age of fifty, Barbie is still youthful and beautiful. Her appearance has been amended and improved about 500 times a year, about 100 models of Barbie's new clothes launched, which makes Barbie always stand in front of the trend, with the times to play the role of the brand godfather. Third, the differentiation of marketing: into the country; as a multinational enterprise, Barbie is also facing the problem of localization. So Barbie began to change their image, according to different countries, different national habits and different regional cultures, the enterprise launched a black Barbie, Latin Barbie, Chinese Barbie, etc., at the same time for them to configure a very local flavor of the house, furniture and so on. Make; Barbie; as obtained; global pass from the United States, into more than 150 countries hundreds of millions of families. Today, an American little girl has an average of eight Barbie dolls, while the little girl in Italy has seven, France and Germany for five. Collection of Barbie the most super fans from Germany, a **** collection of more than 6,000 Barbie! Fourth, public service marketing: international brand of international responsibility; brand such as people, with character. As an international brand Barbie use the advantages of virtual characters to stand to the height of the character of international responsibility, 50 years has been a series of beneficial activities for the whole world: for the promotion of world peace Barbie; as UNICEF Goodwill Ambassador; and in 1990 hosted its own summit, became the first to see the world of peace for the purpose of arousing concern and sympathy for people with disabilities! The first to see the world peace in order to arouse people's attention and sympathy for the disabled, and launched the wheelchair Barbie. To care for the survival and development of people . Social progress as a starting point, Barbie with public welfare activities and consumer communication, the brand's marketing activities by virtue of the public welfare cause of the visibility and authority of a series of dissemination and diffusion, in the public welfare benefits at the same time, but also to make consumers have a preference for Barbie's products and services in the world to create hundreds of millions of loyal consumers. Fifth, directory marketing: maximize brand value; Barbie's products are diversified, the use of line planning; the principles and methods, Barbie extends the hand ornaments, watches, furniture and many other Barbie supplies, but also developed Barbie dad George, Barbie mom Greta, Barbie pets and other family products. In order to allow consumers to understand the huge Barbie family in detail for the first time. Enterprises launched the "Barbie Fashion" magazine, people can not only learn from the Barbie's latest product advice, as well as professional recommendations of fashion experts, guiding consumers to have purchased Barbie with a variety of clothing, furniture, shoes With the continuous launch of follow-up products and add-on products, consumers will be a one-time customer into a repeat consumption of loyal admirers. Some people say that Barbie's popularity thanks to the long economic boom after World War II, the surge in the number of children and families with money, and the face of the impact of the economic crisis is increasingly strengthened will be a worrying prospect. But in fact, Barbie already has a far-reaching strategy, she found China, a rising market, and then quickly focus on the main battlefield to China. Recently, Barbie will be the world's first flagship store settled in the Pearl of the Orient Shanghai. In fact, China and Barbie have an inseparable origin. The global production of Barbie factory **** 4, there are two in China, the Americans accordingly think that the Chinese people from the money, but China really imported into the United States is only the labor force they pay only the United States of America's Los Angeles Times had a front-page headline had calculated an account: in the United States, a price of $ 9.9 Barbie dolls imported from China priced at 2 U.S. dollars, the rest of the U.S. domestic transportation, advertising and business profits and other costs. The rest is the U.S. domestic transportation, advertising and business profits and other costs, he created thousands of jobs for Americans, but that is, in the imported $ 2, China has only 35 U.S. cents of labor costs, the rest of the 65 U.S. cents of raw materials and 1 U.S. dollar of transportation and management costs, including the operation of the toy business in Hong Kong, China, the company's profit of 10 to 20 U.S. cents. The sudden economic crisis has made the once proud Barbie dolls for the OEM's compulsory economic zone to become a grim situation. To the cost of profit model has finally come to an end, Barbie's case perspective: Made in China to China to create the transformation is on the line, have to send. The United States "Los Angeles Times" has published an article pointed out that if a developing economy's name (refers to the origin of the logo) from Barbie disappeared from the buttocks, it can effectively show that it is no longer followed in the back of the buttocks (for foreign enterprises to do OEM production, processing of low-priced products) This is precisely the brand of the big countries in a neutral attitude to tell us that in today's homogenization of the product, the real rise of China's rise is the rise of the brand, the brand is the last piece of virgin territory for the development of Chinese enterprises. Chinese enterprises to develop the last piece of virgin land, the product will be injected into the emotion and history of the brand, the brand will continue to ascend, and then climbed high and strokes, with the wind and call, the arm is not to increase the length of it, and see the far. The sound is not to add the speed, but the hearer is also recognized. Product birth is not different, good fake in the brand also