Research On Multi-brand Strategy For KL Corporation

Along with the market economy gradually mature and competing gradually vigorous, enterprise operation method is realizing to be operated from the level of product structure to brand operation, the " brand strategy" therefore also is more and more attached importance by enterprise and the science field. The Chinese enterprise walks time of the road of the first brand and not long, and study mostly to wait the Asia business enterprise some with mimicry Japan concrete way of doing. The most obviously, the Chinese enterprise is similar to Japanese enterprise, adopting to unify mostly with a brand to all products that cover the enterprise, but less adopting multi-brand strategy.The Chinese appliance industry is through 20 years' super-speed development, entering the new stage of the strategy development. Under the big frame of the economic integral whole in the world, facing to the new situation of our country having added the WTO, our country electric house-appliance industry proceeds what if the brand strategy positions, this is the demand to do the problem of the decision urgently. Seeing from the circumstance of the Chinese electric house-appliance manufacturer, along with the second integrating wave coming, the Chinese electric house-appliance industry appeared the phenomenon of an enterprise owning several brands, these enterprises also immediately throw a development for wanting to walk multi-brand strategies way. However, it's stirring deep thought whether the current multi-brand road in electric house-appliance enterprise can walk well.In this paper, though the research of white appliance enterprise KL company multi-brand strategy, we probe that the possibility of multi-brand strategy at white electric house-appliance enterprise putting into practice, and discuss the other important problems, such as the establishment principle, the way that regards conduct and actions, management, etc.In this paper, firstly we expatiate the domestic and international research present condition of multi-brand strategy, then probe the development present condition and the trend of the white electric house-appliance enterprise in our country, specially analysis its brand present condition and the trend. The paper points out that the brand management is one of the bottle-neck of the white electric house-appliance enterprise in our country, also is a difficulty in the future development.At analyze to the company of KL, and making use of market subdividing theories, positioning theories with SWOT strategy management analyzing frame, this paper detailedly analyze company's brand condition and existent problem before reform, also analyze that the possibility and the necessity of putting multi-brand strategy into practice after reform, expatiate idiographic embody and the result of KL company putting the multi-brand strategy into practice.This paper thinks, it is successful that the white electric house-appliance enterprise KL company puts multi-brand strategy into practice, the company of KL experience enunciation, actualizing "multi-brand strategy" can avoid the competition of the isomeric products in appliance industry, as long as we follow the basic principle that market subdivides. If we analyze with the industry and enterprise environment according to the SWOT method, hold the need of the market to posit accurately, make use of the " Brand Manager's system" manage, we can make the enterprise big and strong. At the same time, many brands strategy and brand the extension combine together and can avoid effectively brand extension trap. This paper still regards the service brand as a part of the multi- brand strategy.