浅谈多品牌战略的成功运用

中国企业在进入直销业时面临的第一个问题就是:如何规划自己的品牌之路?多品牌营销战略首先要求企业的产品具有差异化,只有差异化的产品才能定位于不同的细分市场,满足不同消费者的需求;同时,多品牌营销战略要求企业具有一定的实力,因为培育一个品牌需要一定的投入;多品牌营销战略还要求企业的分销渠道能够支撑多品牌,因为分销渠道是营销传播的主题。

On the Successful Implementation of Brand Strategy

The first problem the Chinese enterprises facing when entering into the direct sale market is how to plan the brand strategy.Multi-brand strategy requires the product to be different.Only the different product can be developed in divisional markets,satisfying the requirements of different consumers.Meanwhile,multi-brand marketing strategy asks the enterprise to have the strength,because developing a brand requires an investment.As the main part of the marketing,the sales channels must support the multi-brand in this marketing strategy.