A Study On Multi-Brand Operation For Kelon

Brand strategy is one of family-appliance corporate important strategies. With developments and practices of market over ten more years, family-appliance companies have formed and developed its brand strategy constantly. In general,the brand strategy of family-appliance corporate mainly have two sorts: single-brand strategy and multi-brand strategy .From its birthday, the model of multi-brand operation for taking Kelon for the leader was mocked by some people; From its birthday, the model of single-brand operation for taking Haier for the leader was praised highly by some people. when some companies such as TCL,Zhigao and Sinke joined in the camp of multi-brand operation strategy, the total family-appliance industry weren't understood. Firstly, it is based on real conditions of Chinese family-appliance industry market competition and analyze the arguments between multi-brand and single-brand. viewing the multi-brand strategy at TCL,Zhigao and Xinke as example, the author analyze the history,current situation and market practice of Kelon multi-brand one by one and try to evaluate the yes or no of multi-brand strategy at Kelon based on real materials. Secondly, it is expounded that the controversial conditions between multi-brand and single-brand. By contrasting TCL and Panasonic brand's plus or minus, the author try to test that multi-brand strategy is one of the weapons of washing out rivals and strengthening itself under the current market condition. Thirdly, it is stated that the history and current situation of Kelon multi-brand strategy and the profound history background of multi-brand strategy used at Kelon. The paper tries to explain the helpless and fight of multi-brand operation at Kelon .It is pointed out that under current situation the brands are re-sited for Kelon. This title focuses on the research on multi-brand operation for Kelon and supply more theories leader and more facts for domestic enterprises in order to deal with brand strategy development better. It also offers certain help for domestic enterprises to keep up with world enterprises sooner.