【摘要】： 企業(yè)采取多品牌戰(zhàn)略,其目的是滿足不同的市場需求,從而根據(jù)不同的產(chǎn)品價值和購買動機,建立獨特的特色或訴求,以提高企業(yè)競爭力。 本論文以上海家化為個案研究對象,通過對其內(nèi)外部環(huán)境的綜合分析,同時充分借鑒相關企業(yè)的品牌戰(zhàn)略實踐,提出當前適宜上海家化的品牌戰(zhàn)略應為多品牌戰(zhàn)略,并對其這一戰(zhàn)略的成功實施進行了深入剖析。本論文認為,上海家化多品牌戰(zhàn)略的成功經(jīng)驗主要體現(xiàn)在:一是品牌戰(zhàn)略的選擇符合企業(yè)發(fā)展實際,這是其成功的前提所在;二是在這一品牌戰(zhàn)略的指導思想下,建立并完善了基于市場細分的包括產(chǎn)品、價格、銷售渠道和促銷手段等在內(nèi)的營銷體系;三是基于品牌運營獨立性的要求,形成了運行有效的品牌經(jīng)理制。 本論文進一步提出,在成功實施多品牌戰(zhàn)略的基礎上,當前,上海家化應注意,一是多品牌戰(zhàn)略的內(nèi)部協(xié)同問題,包括品牌組合協(xié)同機制和品牌運營協(xié)同機制等;二是必須密切關注品牌收購風險。 本文最后對上海家化未來品牌戰(zhàn)略做了一些前瞻性的思考,一是戰(zhàn)略升級問題,二是由本土品牌向國際化品牌的轉(zhuǎn)型問題。
[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.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F426.72

【參考文獻】

相關期刊論文 前9條

1 吳復民,俞麗虹;上海家化的座右銘:品牌是企業(yè)的靈魂[J];上海工業(yè);2003年12期

2 楊菁,葛松林;關于多品牌策略的幾點思考[J];商業(yè)研究;2003年12期

3 陸鳳英;;談多品牌策略在企業(yè)營銷實踐中的運用[J];甘肅科技縱橫;2006年01期

4 羅雯,何佳訊;上海家化 本土品牌突圍之路[J];企業(yè)管理;2005年04期

5 孫雷;;玩轉(zhuǎn)多品牌戰(zhàn)略[J];日用化學品科學;2006年02期

6 黃志東;;誰能高擎民族化妝品品牌大旗[J];日用化學品科學;2006年04期

7 李慧良;;中草藥化妝品——特點、現(xiàn)狀與研究[J];日用化學品科學;2007年03期

8 劉艷麗;;淺談多品牌戰(zhàn)略的成功運用[J];天津市財貿(mào)管理干部學院學報;2007年02期

9 鄧羊格;;上海家化重塑中國日化品牌[J];中外管理;2005年06期

，

本文編號：2382369