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在现代企业管理中,品牌管理作为一项非常重要的内容,研究品牌管理的目的就是要发挥品牌的效应,提高品牌对企业发展的贡献度。作为企业集团,如何让繁多复杂的各类品牌能够发挥协同作用,有效地为集团发展而服务是本文要探讨的内容。本文先对集团品牌管控的现状进行分析,找到目前存在的问题;然后提出了集团品牌管控的四条基本原则;接着,从管理型品牌和运营型品牌两部分来构建集团多品牌体系;最后,基于前面的研究提出了集团品牌管控体系的构建方式,为企业提供可操作的建设性方案。
In modern business management, brand management as a very important content, the purpose of brand management research is to play the brand’s effect and improve the brand’s contribution to the development of enterprises. As an enterprise group, how to make a variety of complex brands of all kinds can play a synergistic role in effectively serving the development of the group is the content of this article. This article first analyzes the status quo of group brand control and finds the existing problems; then proposes four basic principles of group brand management and control; then constructs the group multi-brand system from two aspects of management brand and operation type brand; finally, The previous research proposed the construction of the Group’s brand management and control system and provided an operable and constructive plan for the enterprise.