基于消费者偏好变化的企业多品牌战略研究.doc

摘 要:在经济飞速发展的当今社会，市场竞争越来越激烈，在市场上可供消费者选择的产品种类逐渐增多，不同的产品品牌队伍也不断壮大。企业逐渐意识到采用多品牌战略能够更好地把握消费者偏好的变化，同时能够扩大生产经营的范围，增加企业在同类市场中的占有率，获得消费者的消费偏好倾向，从中获得利益，促使企业走向成功之路。

    本文以体育用品行业的代表企业奥克西兰集团（前身为迪卡侬集团，下设20个体育用品自有激情品牌与实验研发团队，以及迪卡侬零售系统）为例，研究其通过一系列的市场调研、品牌设计与品牌产品的实验，将市场中的消费者分层并进行其消费偏好的分析，从而完成良好的品牌产品定位，逐渐从一个小型的零售代理企业壮大成一家世界最大的，拥有20个激情运动品牌的大型直营体育用品集团企业。

　　　奥克西兰旗下的自有品牌产品在中国体育用品市场发展极为迅速，并且其零售系统的迪卡侬专业运动超市在传统体育行业衰退的同时保持着较高的发展潜力与相当的开店速度，这与其精准把握体育用品行业的消费者偏好的变化和准确的多品牌市场战略密不可分。

　　　本文将以案例分析法来分析奥克西兰集团多品牌战略成功的因素，同时将从中提炼出对于实施多品牌战略的企业把握好消费者偏好的建议与意见。

关键词：消费者偏好；多品牌战略；体育用品业；奥克西兰；品牌实验

Abstract:Nowadays, the society’s economic developed rapidly, the competition became more and more fierce at the same time. There are more and more kinds of different brand or products could be seen and chosen in the consumer market, different brand teams are growing fast. Enterprises gradually realized that adopt a multi-brand strategy can let they know better about the change of the consumer preference. It also can expand the scope of production and increase the market share simultaneously. Obtain the consumer preferences tend to get benefits from it and also promoting the road to success.

　　　This paper will case in Oxylane professional sports enterprises on behalf of the sports good industry. Studied through a series of market research, brand design and brand experiments, layering the consumers in the market and to carry out its analysis of consumer preferences,then completing a brand product positioning. Gradually grow up from a small-scale retail agent enterprises to the world biggest, own 20 passion brand’s large-scale direct retail enterprise.

　　　Oxylane’s development in the market of China is very fast, and maintain a high potential while the traditional sports industry downturn. This phenomenon has inseparable relation with its accurately grasp of consumer preference and multi-brand strategy. 

　　　This paper will take the case analysis methods to analysis the success factors of Oxylane in multi-brand strategy. And also will refine some suggestions of how to get accurately grasp changes of the consumer preference to local companies which want to take multi-brand strategy. 

Keywords: consumer preference; multi-brand strategy; sports industry; Oxylane; brand experiment.