摘要
多品牌战略在汽车行业里的应用已经越来越广泛。对于多品牌战略,企业该如何扬长避短,通过对国内外汽车多品牌战略经典案例的分析,得出5点结论并总结成"5P",涵盖了多品牌战略中的品牌收购、品牌定位、品牌运营管理、品牌合作等方面,从而能够从多角度认识多品牌战略的实质。
Application of multi-brand strategy in the automobile industry has become increasingly widespread. For multi-brand strategy, how does the enterprise rely on its strengths and avoid weaknesses？ Through the analysis of automobile industry＇s multi- brand strategy cases, five aspects are summarized, and presented as ＂SP＂ , including brand acquisition, brand position, brand management, brand operation, etc, intended to help comprehend the essence of multi-brand strategy.
出处
《农业装备与车辆工程》
2013年第3期64-66,共3页
Agricultural Equipment & Vehicle Engineering
关键词
多品牌
品牌定位
品牌收购
品牌合作
multi-brand strategy
brand position
brand acquisition
brand operation
