Research On Multi-brand Management Of Chinese Subsidiaries Of Company B

Multi-brand strategy is widely adopted by many large home appliance enterprise as the brand marketing strategy, global home appliance enterprises giant often runs several brands, these brands obtain more market share for these companies according to the different market segment and brand culture. Multi-brand strategy has yielded unusually brilliant results in the market competition. This field will become the new developing trend of brand theory, and it will become a new perspective in brand theory with innovation and development.Around the above subject, we reviewed related theories of multi-brand management based on the defining the relevant concepts of brand management. We analyzed the challenges and problems of this company based on the analysis of multi-brand management status in Chinese subsidiary of B company, including lack of market segmentation, target market is not clear; Failed to share brand resources, competitiveness is not prominent; Lack of effective organization structure to support more brand management; The lack of effective brand communication pathways. And put forward the corresponding countermeasures and Suggestions, mainly including: Fractionizing market scientifically, improve the market positioning; Facilitating resource sharing between brands, strengthen the core competitiveness; To set up the brand manager system, strengthen multi-brand management evaluation; Open multi-brand pathway, expand the brand influence. This article analyze multi-brand strategy management of Chinese subsidiary of B company, we hope this paper can provide more reference value for other Chinese home appliance companies.