Kelon Electrical Holdings Co., Ltd. Multi-brand Strategy Research

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.