Ks Cosmetics Company, Multi-brand Strategy Research

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.