上海家化多品牌战略研究+SWOT分析.docVIP

上海家化多品牌战略研究+SWOT分析 摘要：随着市场经济的启动，市场竞争日益激烈，越来越多的企业开始关注自身品牌的塑造和推广，但是国内的多数企业对品牌意识还不够强烈，期望使用短期手段，来打造自身品牌，可效果往往昙花一现。多品牌战略是对单一品牌战略的延伸。多品牌的经营模式需要企业针对不同的细分目标市场中利用不同的品牌进行覆盖。 本文主要研究目的是通过对多品牌战略的优点和缺点的研究，并以上海家化为实例，强调多品牌战略在上海家化中的实际应用。分析上海家化的内外部环境，找出上海家化多品牌战略成功的关键，洞悉上海家化在本土与国际竞争中的优势、劣势、机会和威胁。提出对上海家化未来品牌战略的一些建议和思考，为其发展提供决策依据。9481 关键字：多品牌战略；日用化妆品；上海家化；定位分析 The multi-brand strategy of Shanghai Jahwa Abstract: With the start of the market economy and the increasingly competitive, more and more enterprises begin to pay attention to their brands building and promotion, but most of the domestic enterprises havenrsquo;t strong brand awareness, and they expect to use short-term approach to create their own brand. But effect is often just a flash in the pan. Multi-brand strategy is the extension of the single brand strategy. Multi-brandrsquo;s business models need enterprises to use different brands to cover according to different segment marketing. The main research purpose of this article is to emphasis the practical application of multi-brand strategy in Shanghai jahwa through the study of the advantages and disadvantages of multi-brand strategy. Analyze the internal and external environment of Shanghai jahwa. Find out the key to the success of Shanghai jahwa in using multi-brand strategy. Provide insight into the strength, weakness, opportunities and threats of Jahwa in domestic and international competition. Offer some suggestions and thinking of jahwarsquo;s future brand strategy, and provide decision-making basis for its development. （二）打造成国际品牌的4P原则14 1、产品（Product）mdash;mdash;掌握中草药精髓14 2、人才（Person with ability）15 3、坚持（Persistence）15 4、伙伴（Partner）15 （三）品牌经理策略15 （四）应加大投入，推动产品研发16 结论17 致谢18 参考文献19 附录一：调查问卷20 附录二：调研报告23 前言 中国经济快速发展多年来，中国企业不管在规模、资金、投入和技术上都有了长远的发展。但是与一些国际跨国公司相比，中国本土企业还是略显疲弱，尤其是资金方面的匮乏，使得国内企业不得不在推广费用以及运营管理上缩减成本。单一品牌战略是指做好一个品牌后，随着企业的发展需求，就要以品牌延伸的方式拓宽企业的产品线。品牌延伸利用品牌核心资产进行扩张，节约了大量的营销费用。然而，品牌延伸很容易出现ldquo;一荣俱荣，一损俱损rdquo;的现象。为了扩大市场、迎合不同的消费者，多品牌战略就运营而生。如杜梅雅在《欧莱雅多品牌策略对我国的启