多品牌策略分析及营销pdfMulti brand strategy analysis and marketingPdf.docx

多品牌策略分析及营销pdfMulti brand strategy analysis and marketingPdf.docx

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多品牌策略分析及营销pdfMultibrandstrategyanalysisandmarketingPdf

多品牌策略分析及营销.pdf（Multibrandstrategyanalysisandmarketing.Pdf）

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·品牌建设·

通用的多品牌策略分析及营销启示

●牛晴

（华南理工大学工商管理学院，广东广州510640）

［关键词］金融危机；多品牌策略；单一定位战略

［摘要］金融危机的爆发加速了通用汽车公司向政府申请破产保护的进程，意味

着这个与美国社会息息相关的百年工业企业瞬间倒塌，研究发现原因之一为公司实施

的多品牌策略，忽略了其成功的关键在于单一定位战略，对公司旗下的产品进行合理

的定位。

基于此，本文首先描述了多品牌策略，以及优点和劣势；然后列出通用汽车公

司采取的多品牌战略，最后本文指出我国汽车行业在实施多品牌策略时应注意的问

题，并提出相关建议。

［文献标识码］［文章编号］（）

一个1009-0061201005-0123-03

一、引言组而退出市场，销声匿迹，欧宝、悍马、萨博脱离母

多品牌策略是企业针对不同的目标市场，对旗体，只留下GMC、雪佛兰、卡迪拉克、别克四个优质

下的产品使用不同品牌的营销策略，由宝洁公司首资产品牌。

纵观通用汽车的发展历史和竞争对手的

创。

宝洁公司通过对不同产品赋予不同的品牌内涵，比较，发现采取混乱的多品牌策略是其难以为继的

进行品牌化管理，获得了巨大成功以洗发水为例：

原因。

从”柔顺功效”的飘柔到”去屑功能”的海飞丝、”营养二、通用汽车公司多品牌策略的发展历程

发质”的潘婷、”专业美发”的沙宣再到”草本精华”伊1、多品牌策略的发展历程

卡璐，产品的清晰定位使宝洁公司在全球市场占有通用公司的多品牌策略源于其创始人威廉·杜

率遥遥领先于竞争对手联合利华、德国汉高等。

宝洁兰特（WilliamDurant），由于预见到巨大的全方位市

的成功吸引了更多的企业加入到实施多品牌策略的场，即成立拥有别克、卡迪拉克、庞蒂亚克等品牌的

行列之中，如通用汽车、巴黎欧莱雅等汽车公司，让社会各阶层人士有更多的汽车款式和。

多品牌策略见缝插针的较强灵活性使公司得到品牌选择，但是由于各个品牌之间的形象定位、价

公平竞争的机会，占据具有不同偏好的细分市场，提格等差距并不明显，竞争激烈，形成了巨大的内耗，

高总占有率；

Itsfulladaptabilitytomarketdifferencesmakesitpossibleforenterprisestohaveonly7carbrandswithageneralmarketshare

Throughthebrandmanagementofdifferentproductstomeettheconsumerpersonalityof12%,andonlyonebrandofFordaccountedfor60%oftheUnitedStates

Theneedsanddesiresofchemistry.Multibrandstrategyisnotperfect,butalsoexistsinthemarket.

Shortcomings,suchasenterprisemarketing,humanresources,financialresourcesandotherexcessivedispersion,ledbyAlfredSloan（AlfredP.Sloan）successionin1921

Wecannotconcentrateonthemoresuccessfulproducts.Aftermultibrandproducts,wedecidedtochangetheconfusionofmultibrandsituationandimplementthemanagementoftheDivision

Theincreaseofcompetitionandthepossibilityofconfusionincrease;moreover,theimplementationmodel.ItwastheAmericansocialdivideandthemiddleclass

MultibrandstrategywillincreaseR&Dcosts,marketingcostsandsoon.Rise,consumerswillpursuepersonalizedcarsasatrend;

GMhasabrillianthistory,77yearsofcontinuousglobalsteam,butFordonlyprovidecustomerswiththesamecar,thisisfor

Carsales,thestatusoftheentireautomotiveindustryispivotal,butthelongimplementationofmarketsegmentationstrategycreatedopportunities.In1924,Sloanexplained

Asthecompany'sstockandprofitshit,onJune20091,thefamous"different"fordifferentwallets,differentusesofproduction

Thegovernmentfiledforbankruptcyprotection,andmarkstheAmericansocietyastakeinmodelsof"marketsegmentationstrategy,screeningtocoverpotentialconsumers

Thedeclineofindustrialenterprisesinthepast100years.Evenifthereorganizationissuccessful,itwillbecomethe5models,thepriceasamarketsegmentationstandards,customerscan

Anordinarycarmanufacturer,nolongerplaythepast100years,accordingtodifferentsocialstatusandeconomicbasetochoosedifferentcars

Role:

underthebannerofthewell-knownbrandsofSaturnandPontyYakeyinweighttype,butneverleftGM.After10yearsofeffort

[introduction]NiuQing（1986-）,Schoolofbusinessadministration,SouthChinaUniversityofTechnology.

JiangsuShangtheory2010.5

Onehundredandtwenty-three

Pageand2-----------------------

Brandbuilding

Underthebannerofthebrandgraduallyrecognized,theUnitedStatesmarketshareofhighbrand,salesofnearly300thousand,causingasensation.

Upto31%,seizingtheleadershipofFord（28%）;by50s,however,GeneralMotorshasbeenlosingmoneysince2005,

GeneralMotorsoccupiedmorethan57%oftheUSmarket,thuscreatingalossof$38billion700millionfortheentireyearof2007,andpickuptrucksforoilpricereasons

Theoverlordofthealtar.AndSUV'spoorsalesledtoalossinthesecondquarterof2008

Astimewenton,themultibrandstrategyadoptedbythegeneralgovernmentgraduallyincreasedby$100million,settingaworldrecordofquarterlylosses.Inaddition,

1552008

Thereweredrawbacks,especiallyinFrederickDonna（Frederic.）.ThetotalsalesintheU.S.automarketwere13million200thousand

Donner）decidedtoincreaseprofitsthroughproducthomogenization,thegeneralnonmarketsharewasonly22%,down22.7%over07years,salesfell

Toemphasizeandmaintaintheuniquecharacteristicsofeachbrand,buttoimplementthelowestpointfrom77to49years,andoccupytheworldformorethantwoyears

Theboundarybetweenbrandsisobscure,andtheprofitorientedshort-termwarfareautomobileindustryisthefirstplacetobeterminatedbyToyotaCorporation,andendsitshegemony

Slightly.Duetotheuseofstandardizedautoparts,manybrandsofcarracinghistoryregardlessofthe.

Inappearance,theprice,orthetargetcustomerchoiceonthelossoftheoriginalfinancialcrisismakestheuniversalwayofdevelopmentcanbemoreprecarious

Personalitynotonlybringsconfusiontoconsumers,butalsocausesdanger.In,GMandChryslergained$100billion

200812174

Losswithintheenterprise.Thegovernmentloans,thegeneralsubmittednotapplyforbankruptcyinsurance

20094

2,thegeneralproductmarketpositioning,analysisofthereorganizationoftheprotectionprogram,toMay09againtotheU.S.TreasuryDepartmentborrowed

GM'sheydaywithCadillac,Buick,Chevroletfor$4billion,generaleachstepuntilthesaidofanagedperson.

Portland,Saturn,Saab,Oldsmobile,Pontiacandmanyotherbrands,theapplicationforbankruptcyprotectionintheball.

WhilesharesofIsuzu,SouthKorea'sDaewooandothercarcompanies,formedanewgeneraldevelopmentsituation,2

TheEmpireofautomobiles.Althoughalargenumberofbrands,butthestudyfoundthatthesameperiodafter40daysNirvanageneralreorganizationof"newgeneral",onlytoprotect

Thepositioningofthebrandisobscure,forexample,in80s,SaturnandKatieleftastrongcompetitiveandbrandpositioningChevrolet,Kay

It'sbasicallyatthesameprice,andthelatteriscalled"fourcorebrandslikeDirac,BuickandGMC"withthemedia,withrelativelycheaplabor

"Model",theadofLincolnThangkaexplainsthis:

inahoteldoorpower,thestrongestsalesnetworkandlessdebt,therestoftherest

Before,whenthewaiterputCadillac,BuickandOldsmobilethreecarHummer,Saturn,Pontiachavebeensuccessfullystripped,thisalsomeansthat

Atthesametimeout,theirownerscan'trecognizewhichoneisitfrombeingoutoftheproblemtohaveleadershiprenderedineffectualbyrecalcitrantsubordinates,rapidactionforce

Own;thepickupfromChevroletandSUVbrandGMCreproducethemarketintheimage.Althoughthesurveyshowsthatmanyrationalcarbuyers

NorthAmerica'ssalesarenotaslongasthelongsellingFordFseries,whichsaysitisoptimisticaboutGM'sprospects,butnationalizationisuniversal

AndGMCbrandpositioningandChevroletseriousoverlap,awkwardposition;

Itwillstillfacenewmodelssuchasdifficulttodevelopconsumeridealsandstateownership

In2003,inordertogetridoftheimagethatcanonlyproducecars,GMhaslimitedleadershipabilityinthesoilenterprisemanagement,andthedomesticdemandwillbepaidoffinthenext6years

StarbrandproductionlineassemblySUVproductionline,whichmakestheoriginalclear$50billiondebtandsoonalotofproblems,thegeneralactionisboundto

ThepositioningofSaturn'sbrandisblurred;intheyears,thecompanydecidedtouseittoacertainextent,andthedevelopmentprospectsremainuncertain.

Ninety

Gretainoldcustomers,withhastheglorioushistoryofthenewGMwillattractOldsmobilealltheresourcesonthefourcoreproducts,.

Youngnewusers,butitstraditionalcarimagedeeplyrootedintheheartsofthepeople,thisnewproductlineup,eachproductwilladoptthemostadvanceddesign

Thechangeofbrandpositioningendedinfailure.Theconceptofuniversalmixing,aswellasadvancedenvironmentaltechnologiesthatarebeneficialtobothconsumersandtheenvironment

Theconfusionofbrandpositioningandbrandimagehashindereditsdevelopment.Thedevelopmentoffueleconomyhighercar,reallylowcarboneconomy

Three,thegeneraluseofmultibrandstrategyresultsanalysisroute.ThekeytosuccessofnewGMistheimportanceofmultibrandstrategy

Withtheadventofthefinancialcrisis,theentireautomotiveindustryhasexperiencedamajorpunch:

singlepositioningstrategy,clearandcleartothefourcoreassets

Globalsalesdecline,salesdecline,profitlosses,sothateachlocation,occupythemindsofconsumers,recognizedbyconsumers,

Automobileenterprisesarestruggling.Atthistime,thesuccessoftheimplementationofmultibrand,onlyinthiswaycanthedevelopmentofthefuturebeyondthecurrentUnitedStates

Strategyplaysadecisiveroleintheprocessofensuringlong-termdevelopment.Ford,thebiggestcarmaker.

1,thegeneralsituationofrestructuringbeforethedevelopmentoffour,theenlightenmentandreferencefortheautomotiveindustryinChina

Beforethegeneralapplicationforbankruptcyreorganization,mostoftheenterprisesinthe35countriesandregionsoftheworld,duetothespecialnatureoftheautomotiveindustry,arenot

Theestablishmentofautomobilemanufacturingbusiness,has266thousandemployees,intheworld500ofthesameproductwithdifferentbrands,setupauniqueimageofsuction

Strongenterprisesareamongthebest,singlecarbrandshavealsocreatedbrilliantindustriestoattractconsumerstobuy,buttoomanybrandsalsotendtoproduceproductstend

Theachievements,suchasthe1977OldsmobilebecameGM'sChevroletbrandpositioning,inadditiontothehomogenizationofoverlapping,blindexpa