发展子品牌对保护母品牌、壮大企业力量、提升市场占有率都能起到很好的作用近几年,随着市场竞争的加剧,品牌的生命周期逐渐变短、受众覆盖面也开始变窄。一些品牌开始用子品牌或是多品牌模式破解这种困局。企业争相发展子品牌日用消费品领域的宝洁和联合利华,餐饮领域的外婆家、呷哺呷哺、小南国,服装领域的森马、杉杉、九牧王,照明领域的雷士照明、新特丽等企业近年来都在大力发展子品牌。“企业热衷于发展子品牌有几个原因。”品牌营销专家陈健分析说, The development of sub-brands to protect the parent brand, business growth, increase market share can play a very good role in recent years, as the market competition intensified, the life cycle of the brand gradually become shorter, the audience coverage began to narrow. Some brands began to use sub-brand or multi-brand model to solve this dilemma. Enterprises compete for the development of sub-brand consumer goods in the field of P & G and Unilever, grandmother in the field of catering, Nursery, Xiaonan, costumes Semir, Shanshan, Jiuyou Wang, lighting NVC lighting, In recent years, other enterprises are vigorously developing sub-brands. “Enterprises are keen to develop sub-brands for several reasons. ” Brand marketing expert Chen Jian said,