在个性化与多样化的消费潮流里,单一品牌已难以满足消费者的需求,出于建立自身竞争优势的需要,实施多品牌策略成为众多企业竞争市场的重要手段。多品牌策略,一般是指企业在市场营销中同时经营两种或两种以上互相竞争的品牌。这种策略是宝洁公司首创的。在第二次世界大战以前,该公司的潮水牌洗涤剂十分畅销;1950年公司又推出 In the trend of individualized and diversified consumption, it is difficult for a single brand to meet the needs of consumers. To establish its own competitive advantage, the implementation of multi-brand strategy has become an important means of competition in many enterprises. Multi-brand strategy, generally refers to enterprises in marketing at the same time operating two or more competing brands. This strategy is pioneered by P & G. Before the Second World War, the company’s tide brand detergent is very popular; in 1950 the company introduced