摘要
通过对系列化品牌策略的特点和优势的分析,阐述了实施品牌系列化策略的必要条件是建立在市场细分和满足目标消费者特定的需要基础之上的论点。并结合具体案例就具体实施过程中应注意品牌之间差异化、大众认知度等方面的问题作了进一步的探讨与分析。
Based on the analysis of characteristics and the superiority of the serialized brand strategy,this paper proposes that the essential condition for implementing brand seriation strategy is the market segmentation and meeting the specific needs of the target consumer.And by presenting concrete cases,the paper discusses and analyze that we should pay attention to the brand difference,the populace cognition,as well as brand maintenance in the process of implementing the serialized brand strategy.
出处
《湖北工业大学学报》
2009年第3期89-91,共3页
Journal of Hubei University of Technology
关键词
品牌策略
系列化
细分市场
竞争力
brand strategy
series
market segments
competitive power
