市场经济条件下,企业经营对手如林,竞争迭起。价格战、广告战硝烟未尽,许多新的营销战术又已产生,多品牌营销策略便是其一。 一、多品牌策略的优点 多品牌策略就是对同一种产品冠之以几种不同的品牌。这有两种情形:一是在不同的目标市场上,对同种产品分别使用不同的品牌;一是在同一市场上,对某种产品同时或连续使用不同的品牌。多品牌策略与包装创新策略、广告宣传策略协调配合,能产生出人意料的营销效果。之所以如此。在于多品牌策略具有如下优点: 1.灵活性强。名牌产品,尽管有一手遮天之势,但毕竟不是天衣无缝,总有些角落是其所没有涉足到的。能见缝插针便是多品牌灵活性的一种表现。抓住名牌产品没有占领或遗漏的“市场缝隙”,投入自 Under the conditions of market economy, enterprises compete against each other and compete with each other. Price wars and advertising campaigns have not yet finished. Many new marketing tactics have emerged. Multi-brand marketing strategies are one of them. First, the advantages of multi-brand strategy Multi-brand strategy is to crown the same product with several different brands. There are two situations: First, use different brands for the same product in different target markets; first, use different brands simultaneously or continuously for a product in the same market. Multi-brand strategy and packaging innovation strategy, advertising strategy coordination, can produce surprising marketing results. This is so. The multi-brand strategy lies in the following advantages: 1. Flexibility. Brand-name products, although they have a tendency to cover the sky, are not perfectly seamless after all. There are always corners that are not covered. Visibility is a manifestation of multi-brand flexibility. Grab the “market gap” that brand-name products do not occupy or omit and invest in