上海家化多品牌战略研究
发布时间：2018-12-16 12:43
【摘要】： 企业采取多品牌战略,其目的是满足不同的市场需求,从而根据不同的产品价值和购买动机,建立独特的特色或诉求,以提高企业竞争力。 本论文以上海家化为个案研究对象,通过对其内外部环境的综合分析,同时充分借鉴相关企业的品牌战略实践,提出当前适宜上海家化的品牌战略应为多品牌战略,并对其这一战略的成功实施进行了深入剖析。本论文认为,上海家化多品牌战略的成功经验主要体现在:一是品牌战略的选择符合企业发展实际,这是其成功的前提所在;二是在这一品牌战略的指导思想下,建立并完善了基于市场细分的包括产品、价格、销售渠道和促销手段等在内的营销体系;三是基于品牌运营独立性的要求,形成了运行有效的品牌经理制。 本论文进一步提出,在成功实施多品牌战略的基础上,当前,上海家化应注意,一是多品牌战略的内部协同问题,包括品牌组合协同机制和品牌运营协同机制等;二是必须密切关注品牌收购风险。 本文最后对上海家化未来品牌战略做了一些前瞻性的思考,一是战略升级问题,二是由本土品牌向国际化品牌的转型问题。
[Abstract]:The purpose of multi-brand strategy is to meet different market demands, and to establish unique characteristics or demands according to different product value and purchase motivation, so as to improve the competitiveness of enterprises. This paper takes Shanghai Jiahua as the case study object, through the comprehensive analysis of its internal and external environment, at the same time fully draw lessons from the brand strategy practice of relevant enterprises, and put forward that the current brand strategy suitable for Shanghai Jiahua should be multi-brand strategy. The successful implementation of this strategy has been deeply analyzed. This paper believes that the successful experience of Shanghai Jiahwa multi-brand strategy is mainly reflected in: first, the choice of brand strategy is in line with the actual enterprise development, which is the premise of its success; Secondly, under the guiding ideology of this brand strategy, we have established and perfected the marketing system based on market segmentation, including products, prices, sales channels and sales promotion methods. Thirdly, based on the requirement of the independence of brand operation, the effective brand manager system is formed. On the basis of the successful implementation of multi-brand strategy, Shanghai Jiahua should pay attention to the internal coordination of multi-brand strategy, including brand combination coordination mechanism and brand operation coordination mechanism. Second, we must pay close attention to the risk of brand acquisition. Finally, this paper makes some forward-looking thinking on the future brand strategy of Shanghai Jiahua, one is the strategic upgrading, the other is the transition from the local brand to the international brand.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.72
本文编号：2382369
[Abstract]:The purpose of multi-brand strategy is to meet different market demands, and to establish unique characteristics or demands according to different product value and purchase motivation, so as to improve the competitiveness of enterprises. This paper takes Shanghai Jiahua as the case study object, through the comprehensive analysis of its internal and external environment, at the same time fully draw lessons from the brand strategy practice of relevant enterprises, and put forward that the current brand strategy suitable for Shanghai Jiahua should be multi-brand strategy. The successful implementation of this strategy has been deeply analyzed. This paper believes that the successful experience of Shanghai Jiahwa multi-brand strategy is mainly reflected in: first, the choice of brand strategy is in line with the actual enterprise development, which is the premise of its success; Secondly, under the guiding ideology of this brand strategy, we have established and perfected the marketing system based on market segmentation, including products, prices, sales channels and sales promotion methods. Thirdly, based on the requirement of the independence of brand operation, the effective brand manager system is formed. On the basis of the successful implementation of multi-brand strategy, Shanghai Jiahua should pay attention to the internal coordination of multi-brand strategy, including brand combination coordination mechanism and brand operation coordination mechanism. Second, we must pay close attention to the risk of brand acquisition. Finally, this paper makes some forward-looking thinking on the future brand strategy of Shanghai Jiahua, one is the strategic upgrading, the other is the transition from the local brand to the international brand.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.72
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