服饰企业多品牌战略的营销协同效应评价研究

发布时间：2018-12-28 17:59

【摘要】：随着上个世纪“宝洁”公司成功地运用了多品牌战略以来,越来越多的企业实行多品牌战略,但成功和失败的企业都不在少数,特别是这两年金融危机暴发后,许多的实施多品牌战略的企业出现问题,开始减少产品线,削减产品品牌；最引人关注的莫过于原来的世界汽车第一巨头美国“通用汽车”几乎破产,在接受美国政府和其他的资金支援后,“通用汽车”为了生存卖掉了多个品牌。“通用汽车”的事件引发了学者们对多品牌战略的重新思考。实施多品牌战略的企业要想获得企业的战略目标除了要求品牌定位准确、品牌关系清晰等关键要素外,企业的品牌策略和营销资源间的协同也是十分重要的。本文拟对“一品多牌”的多品牌战略类型以管理协同的实现机制角度对多品牌战略的营销协同效应进行研究。在总结和借鉴前人研究成果的基础上,通过对已有理论文献进行归纳并结合实际案例对多品牌战略的营销协同进行系统的研究。在对服饰企业的营销资源的分析上,本文得出影响多品牌战略的营销协同的主要有：渠道资源的协同、销售资源的协同、客户资源的协同、服务协同和传播协同。本文通过层次分析法对实行多品牌战略的服饰企业的营销协同效应进行权重确定,并以模糊综合评价法结合实际企业对其进行评价,期望对实行多品牌战略的服饰企业能起到一定的指导作用。
[Abstract]:With the successful use of multi-brand strategy by Procter & Gamble Company in the last century, more and more enterprises have implemented multi-brand strategy. However, there are not a few successful or unsuccessful enterprises, especially after the financial crisis broke out in the past two years. Many enterprises implementing multi-brand strategy have problems, begin to reduce the product line, reduce the product brand; Most notable is the near bankruptcy of General Motors, the world's largest auto giant, which sold several brands to survive after receiving financial support from the U.S. government and other sources. GM's incident triggered a rethink of the multi-brand strategy among scholars. In order to achieve the strategic goal of multi-brand strategy, it is also very important for enterprises to achieve the strategic goal of brand positioning and clear brand relationship, as well as the coordination between brand strategy and marketing resources. This paper intends to study the marketing synergy effect of multi-brand strategy from the perspective of the realization mechanism of management synergy. On the basis of summing up and drawing lessons from the previous research results, this paper makes a systematic study on the marketing coordination of multi-brand strategy by summarizing the existing theoretical literature and combining with practical cases. On the analysis of the marketing resources of apparel enterprises, this paper draws the conclusion that the main factors influencing the multi-brand strategy are: the coordination of channel resources, the coordination of sales resources, the coordination of customer resources, the coordination of service and communication. In this paper, the analytic hierarchy process (AHP) is used to determine the weight of the synergistic marketing effect of apparel enterprises with multi-brand strategy, and the fuzzy comprehensive evaluation method combined with the actual enterprises is used to evaluate it. Expect to implement multi-brand strategy of clothing enterprises can play a certain role in guidance.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.86

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