科龙电器股份有限公司多品牌战略研究

【作者】 翟平；

【导师】 王咏梅；

【作者基本信息】 中南大学 ， 工商管理， 2005， 硕士

【摘要】 中国家电业的竞争已经从原来的数量竞争、服务竞争、终端竞争转为今天的品牌竞争,目前,中国的家电企业从行业宏观来讲,正向全球化和多元化发展。而无论是全球化还是多元化进程中,都不可避免地会遇到品牌管理和品牌提升以及品牌的未来发展方向问题。 广东科龙电器股份有限公司是国内规模最大的制冷家电企业集团之一。由于历史等原因,品牌管理和品牌发展问题一直困扰着科龙。因此,本文对科龙实施多品牌战略的研究将为中国家电业的品牌管理和品牌发展提供借鉴作用。 本论文运用比较分析和实证研究等方法,从科龙电器股份有限公司品牌发展的历程入手,分析了科龙在品牌管理中存在的问题,通过对多品牌战略与统一品牌战略的比较,对科龙多品牌战略的制定过程进行了较详细的研究,并重点研究了科龙多品牌战略的实施过程,对科龙实施多品牌战略的成果进行了评价,同时对科龙今后实施多品牌战略提出了合理化建议。更多还原

【Abstract】 The Chinese domestic electric appliances profession competition already from the original quantity competition, the service competition, the terminal competition transfers today the brand competition, at present, China’s electrical appliances enterprise macroscopic says from the profession, to globalization and multiplex development. But regardless of is in the globalization multiplication advancement, all inevitably will be able to meet the brand management and the brand promotion as well as the brand future development direction question.The Guangdong Kelon Electrical Holding Co.,Ltd is one of domestic scale biggest refrigeration electrical appliances enterprise groups. As a result of reason and so on history, the brand management and the brand development question is puzzling the branch dragon continuously. Therefore, this article will implement the multi- brands strategy to the branch dragon the research provides the model function for the Chinese domestic electric appliances profession brand management and the brand development.Present paper utilization method and so on comparative analysis and real diagnosis research, obtained from Kelon brand development course, has analyzed Kelon the question which existed in the brand management, through to the multi- brands strategy and the unification brand strategy comparison, has conducted the detailed research to Kelon multi- brands strategy formulation process, and has studied Kelon multi- brands strategy implementation process with emphasis, implemented the multi-brands strategy to Kelon the achievement to carry on the appraisal, at the same time will implement the multi- brands strategy to Kelon to propose the rationalization proposal from now on.更多还原