KS化妆品公司多品牌策略研究

【作者】 蒋亚西；

【导师】 田江；

【作者基本信息】 电子科技大学 ， 工商管理， 2008， 硕士

【摘要】 目前,企业的竞争就是品牌的竞争。中国化妆品市场高速发展,巨大的发展潜力使众多国际知名化妆品品牌纷纷抢滩中国市场。1988年至今,KS化妆品公司在中国市场上经历了从辉煌到落寞又再次迅速发展的跌宕起伏的过程,这其中多品牌策略的成功实施给我们很多的启发和思考。本文的目的就是研究KS化妆品公司多品牌策略的成功之处,给有志于品牌营销的国内企业特别是化妆品企业提供品牌策略尤其是多品牌策略的借鉴。本文是在对当今世界知名品牌研究学者文献的阅读基础上完成的。基于美国斯坦福商学院Kevin Lane Keller教授品牌研究理论以及Rik Riezebos博士的品牌组合理论等,作者完成了论文的基本框架。在理解上述理论的基础上,本文从多品牌产生的原因以及多品牌策略决策模型两个方面分析解释了KS化妆品公司实施的多品牌策略。然而,再好的品牌策略也需要有销售渠道的合理承载,由于多品牌的渠道策略有其特殊性,有别于一般的渠道策略,所以本文也对多品牌的多渠道策略作了较为详尽的阐述,这样会对多品牌策略的顺利运作起到很好的作用。另外,在多品牌的品牌传播策略方面、管理信息系统以及物流对多品牌策略的支撑方面,本文也作了一定的阐述。同时,KS化妆品公司目前也面临多品牌策略实施过程中品牌整合不足的问题,本文提出了自己的想法与建议。本文初步探讨了KS化妆品公司的多品牌策略,并衷心希望通过本人对KS化妆品公司的品牌策略的理解,能够对国内化妆品企业的品牌管理产生一定的借鉴作用。更多还原

【Abstract】 Now, the competitiveness of enterprises is brand competition. China’s cosmetics market has developed dramatically, great potential for development prompted many famous international brands to enter the China’s cosmetic market. From 1988 to now, KS Cosmetics Company has experienced from development to recession, and the development process. Multi-brand strategy in the successful implementation brought us a lot of thinking. The purpose of this paper is to study KS Cosmetics Company’s success of multi-brand strategy, it brings cosmetics enterprises example of multi-brand strategy.Based on the reading and understanding of some famous researcher’s brand theories Including Kevin Lane Keller and Rik Riezebos .I basically finish the outline of this paper. From the causes of the multi-brand and the strategy decision-making model of Multi-brand, author analysis KS Cosmetics Company’s success of multi-brand strategy in this paper. However, even the best brand strategy also requires reasonable sales channels, because multi-brand strategy channels have their special areas, unlike ordinary channels strategy. Therefore, author also made more detailed statement for multi-brand strategy of channels. In addition , in the area of multi-brand communication strategy and Management information systems and logistics, Author also made certain expounded in this paper. At the same time, KS Cosmetics Company is also facing the lack of brand integration, author put forward their ideas and suggestions. I am sincerely expecting what I have found in my paper will to some extent, help some national companies.更多还原