企业若在同一市场中发展多个品牌,成本成长的速度会比收入还快,在零售商与内部资源分配上,也会遇上复杂的管理难题。在推出一项品牌之前,企业通常会比较它们预期会产生的额外收入以及行销该品牌的成本。这类成本通常超乎主管的想象,因为“多品牌”策略有一项严重的限制,它会因 If an enterprise develops multiple brands in the same market, the cost growth rate will be faster than income, and it will also encounter complicated management problems in the distribution of retailers and internal resources. Before launching a brand, companies often compare the extra income they expect to generate and the cost of marketing the brand. This kind of cost is usually beyond the imagination of the supervisor, because the “multi-brand” strategy has a severe limitation and it will