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唐恩都乐(Dunkin’ Donuts)正在实行一个社交媒体计划,用直接市场区域(DMA)的管理方法,让顾客了解他们所在区域正在发生的一切,借此帮助这个全球品牌及其当地特许经销商建立起良好的客户关系。没有什么比街角的咖啡店来得更本地化了,即使这间咖啡店是跨国集团旗下的。唐恩都乐已经从1950年马萨诸塞州昆西市的一家小店,发展成为如今在全球30个国家拥有超过3100家零售店的全球性品牌。作为唐恩品牌集团(Dunkin’ Brands Inc.)的
Dunkin ’Donuts is implementing a social media initiative that uses direct-market area (DMA) management to help customers understand what’s going on in their area to help the global brand and its local franchisees Establish a good customer relationship. Nothing is more localized than a corner coffee shop, even if the coffee shop is owned by a multinational group. Dunn Dole has grown from a small store in Quincy, Mass., In 1950 to a global brand nowadays with more than 3,100 retail stores in 30 countries around the world. As Dunkin ’Brands Inc.