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在风云变幻的国际市场,众多拥有一定实力和规模的企业发展到一定程度,除了加速核心品牌的扩张外,还根据企业自身财力、技术实力、管理能力以及市场状态等情况的考量适时推出多品牌战略。纵观国内外诸多行业的多品牌战略,通常是企业利用已相对成熟的知名品牌而衍生出多个品牌的战略计划,各子品牌之间或相互独立或既独立又有一定关联。从房地产、汽车、计算机,到服装、日用品、医药、建材等各个领域,多品牌的发展战略屡见不鲜,并据此取得令人瞩目的成绩。
In the ever-changing international market, many enterprises with a certain strength and scale have developed to a certain extent. In addition to accelerating the expansion of core brands, they also launch multi-brands according to their own financial, technical, managerial and market conditions. strategy. Looking at the multi-brand strategy of many industries at home and abroad, it is usually a strategic plan for enterprises to utilize multiple brands that are already relatively mature and well-known brands. The sub-brands are independent or independent and have some connections with each other. From the real estate, automobiles, computers, clothing, daily necessities, medicine, building materials and other fields, multi-brand development strategy is not uncommon and accordingly remarkable achievements have been made.