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2018-09-29

什么是多品牌战略策划_需要注意什么?

  品牌战略策划一直有两个基本方向。一个是单一品牌,即公司下的所有产品都使用一个品牌;一个是多品牌战略策划,不同的产品使用不同的品牌。随?#29260;?#19994;多元化,集团和跨国公司的增多,多品牌和单一品牌是一些公司面临的选择。


什么是多品牌战略策划


  什么是多品牌战略策划

  多品牌战略策划是指公司在一定程度上发展再原来品牌的基础上,另外开发多个品牌,多个品牌相互独立的战略规划,存在一定的关系,多品牌战略策划是指企业根据每个目标市场的不同利益使用不同品牌的品牌决策策略。多个品牌可以更好地定位具有不同利益的细分市场,强调品牌的特征,吸引不同的消费群体,从而占据更多细分市场。


  那企业实施多品牌战略策划有什么优势呢?

  1.多品牌具有较强的灵活性

  多品牌策略没有一种产品是十全十美的,也没有一个市场是无懈可击的。浩瀚的市场海洋,为企业提供了许多平等竞争的机会,关键在于企?#30340;?#21542;及时抓住机遇,在市场上抢占一席之地。见缝插针就是多品牌灵活性的一种具体表现。

  2.是给低品牌?#39029;?#32773;更多选择

  多品牌策略最大的优势便是通过给每一品牌进行准确定位,从而有效地占领各个细分市场。例如不?#19981;?#21507;红烧牛肉的,可以选择鲜虾排骨的,选择性更多,涵盖的消费人群就更广。

  3.是降低企业风险

  没有将公司的美誉度维系在一个品牌上,可以更有效的保护企业。比如飘柔如果出现问题被曝光了,那死掉的只是飘柔一个品牌,不会影响到海飞丝、沙宣等品牌,更不会让宝洁公司受到重?#30784;?/p>

  4.是可以内部竞争、激扬士气

  实施多品牌战略策划的企业,各品牌是分开管理的,这样可以在公司内部做适度竞争,能提高士气和工作效率。比如腾讯旗下的微信和QQ。


  经营多品牌需要注意的事项

  1.是否有一次成功的品牌操作经验。学习的成本是最廉价的,有一次成功的经验,就可以多次复制,借鉴到其他的品牌其他的渠道去。这样会事半功倍。否则仅仅靠一时意气,每次决定都是冒险,都是投机,成功的几率仅仅是不到50%,几个50%的乘积将会接近“0”。并且可能会因为众多品牌的压力,使得经销商丧失原本可以集中极力做好的市场和品牌。一个1乘以几个50%同样也会接近“0?#20445;?#26368;终可能就会鸡飞蛋打,人仰马翻。我们可以看看很多中小的客户最终把众多的小品牌一一?#29260;?#37325;点?#24230;?#19968;个主营的最有发展?#21344;?#30340;品牌。就是要把精力集中在一个品牌上,以期望获得一次成功的经验。这至少符合好钢用在?#24230;?#23665;,集中精力办好事的民间谚语。

  2.之前操作的某个品牌市场是否已经被充分开发。很多经销商把一个品牌在某个特定的市场已经开发维护到无法再发展,或者再要提高市场占有量需要极高的代价时,可以考虑去开发第二个品牌。这样不仅有成功的市场维护和开发经验,而且有足够的经验和资金等其他资源,做起来也会得心应手,?#20056;?#39034;风。

  3.你的客情和渠道以及人员是不是你可以充分利用的。良好的人?#20351;?#31995;(渠道)和人力资源是经销商企业发展的虎之双翼,如果客户在前期的操作中积累了更多的渠道关系和公司的团队,并且有了一些成功操作品牌的经验的时候,再来操作新的品牌的时候,一定也会如虎添翼,水到渠成。

  多品牌战略策划是一种品牌战略策划,它可以帮助公司的产品占据更多的用户群体,也可以建立一个侧翼品牌,以防止在其他的品牌价格战中打击主要品牌,但这多品牌营销战略意味着更高的成本。

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