多品牌战略指的是企业对系列产品根据市场定位不同使用两个或两个以上的品牌,如森达集团有森达、法雷诺、法黛莉、好人缘、那都东等品牌;红豆集团有红豆、依迪菲、相思、相思鸟、相思豆等品牌;杉杉集团有杉杉、法涵诗、麦斯奇来、意丹奴、小杉哥等品牌。 多品牌战略的理论依据 多品牌战略的理论依据是源自上世纪60年代出现的市场细分理论。消费者由于性别、年 The multi-brand strategy refers to the use of two or more brands for different products based on market positioning. For example, Senda Group has brands such as Senda, Farino, Fabrielle, Good Karma, and Nadu East; Hongdou Group There are red beans, Idifi, Acacia, Acacia bird, Acacia beans and other brands; Shanshan Group has Shanshan, Law Han poetry, Maisiqilai, Italy Tanu, Kosugi and other brands. The rationale behind the multi-brand strategy The theoretical basis for the multi-brand strategy stems from the market segmentation theory that emerged in the 1960s. Consumers due to gender, years