Apparel Companies Marketing Synergies Eva Luation Of Multi-brand Strategy

With P & G's success in multi-brand strategy strategy, an increasing number of enterprises put multi-brand strategy into practice. However, there are many successful cases along with unsuccessful cases. After the explosion of financial crises in recent two years, many enterprises with multi-brand strategy are faced with a mass of problems, so their product lines begin to diminish and the number of brands begins to be cut down. The most noticeable case is GM, which used to be the first giant of automobiles in the United States but went nearly bankrupt. With the assistance of American government and other finances, it sold some brands for survival. GM case has evoked scholars'reconsideration of multi-brand strategy.In order to get the strategic objectives, the enterprises with multi-brand strategy not only should have a correct brand positioning and clear brand relationship, but also have to balance the enterprise brand strategy and marketing resources. This thesis is aimed to study the marketing synergistic effect of multi-brand strategy from the perspectives of the types of multi-brand strategy and the implementation mechanism of management theory. On the basis of predecessors'researches, it is intended to have a systematic study of marketing synergy of multi-brand strategy by induction of theoretical documents and analyses of actual cases. After the analysis of clothing enterprise's marketing resources, this thesis draws a conclusion that the marketing synergy that influences multi-brand strategy includes channel resource synergy, marketing resource synergy, service resource synergy, communication resource synergy and customer resource synergy.This thesis is making weight value determination on the marketing synergistic effect of multi-brand strategy clothing enterprises from the perspectives of AHP, as well as fuzzy comprehensively evaluating true enterprises. It is hoped that this thesis will be helpful for those multi-brand strategy clothing enterprises.