摘 要:现代企业之间的竞争越来越多地体现为品牌之间的竞争，企业也开始投入更多地精力进行品牌的建设。品牌决策成为企业市场营销决策的重要组成部分。多品牌策略是指企业对同一或同类产品使用两个以上品牌的战略。多品牌策略的出现适应了市场细分的需要，帮助企业扩大市场份额，提高了企业的抗风险能力，但同时也会分散企业资源，增加管理难度。
本文以波司登国际控股有限公司为例，从市场营销组合要素的4P理论入手，分别从产品、价格、分销、促销四个方面具体地分析波司登公司的多品牌营销策略模式及其成功因素，探索出实施多品牌策略的前提，从资源管理、评估机会、品牌定位、品牌组合及品牌传播等方面提出多品牌策略实施问题的改进方法，为我国其他企业实施多品牌策略提供参考。
关键词：波司登；多品牌策略；营销组合；差异化
Abstract:Modern competition among enterprises is increasingly reflected competition between brands, companies have begun to invest more effort in brand building. Brand marketing decisions become an important part of decision-making. Multi-brand strategy is an enterprise of the same or similar products by the use of two or more brand strategy. The emergence of multi-brand strategy to adapt to the needs of the market segments to help companies expand market share and improve the company's ability to resist risks, but it also distributed enterprise resources, increasing management difficulty.
In this paper, Bosideng International Holdings Limited, for example, from elements of the marketing mix 4P theory starting, respectively, from product, price, distribution, promotion concrete analysis of four aspects of the company's multi-brand Bosideng marketing strategy model and its success factors, to explore prerequisite for implementing a multi-brand strategy, from the resource management, assessment opportunities, brand positioning, brand portfolio and brand communication and other aspects of multi-brand strategy implementation issues improved method for other Chinese enterprises to implement multi-brand strategy to provide reference.
Keywords: Bosideng; Multi-brand stratege; Marketing mix; differentiation
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