摘要：我国一些企业曾经采用多品牌营销策略，但是昙花一现。然而，一些国外企业运用多品牌营销策略取得了成功。究其原因是何，本文从宝洁公司洗发产品多品牌策略运用现状入手，分别从产品创新、品牌定位、品牌命名、定价策略、广告传播以及品牌管理制度等方面分析了宝洁公司多品牌营销的模式，总结出可供我国企业借鉴的经验，指出我国企业在如果想要运用多品牌营销战略，重点是要以产品创新促进品牌发展，打造个性鲜明的定位，规划合适的品牌名称，制定新颖的品牌传播，建立完善的品牌管理体系。
关键词：宝洁 多品牌营销 品牌定位 品牌传播
Abstract：Some Chinese enterprises have been using the multi-brand marketing strategy, but these enterprises were short-lived. However, some foreign enterprises achieved success by using multi-brand marketing strategy. In order to find the reason, this article generalizes the present situation of Procter & Gamble using the multi-brand marketing strategy, and analyzes the multi- brand marketing mode respectively from product innovation, brand positioning, brand naming, pricing strategies, dissemination of advertising and brand management system. Summarizes some available experience to draw on Chinese enterprises, noted that if Chinese enterprises want to use a multi-brand marketing strategy, the focus is to promote brand development by product innovation, to create distinctive positioning, to plan appropriate brand name, to develop novel brand dissemination, and to establish a perfect brand management system.
Key words: Procter&Gamble multi-brand marketing brand positioning brand dissemination
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