Research On Multi-brand Management Strategy Of A Home Appliance Enterprise

At present,China's home appliance market is a perfectly competitive market,a serious excess capacity,the appliance industry is in a new stage from the quantitative to qualitative change,the competition between industry and industry tends to be intense,and the serious homogenization of the product makes the enterprise competitive focus from Product to the brand level changes,which objectively require enterprises to invest in brand building more energy.Brand building is an important issue in the field of home appliance business marketing,in view of the brand in the home appliance business marketing competitiveness to play an increasingly important role,how to increase brand building efforts to enhance brand value,which became the field of household electrical appliance marketing Important task.With the home appliance market segmentation continues to improve,multi-brand management model with its advantages to win a lot of household electrical appliance enterprises of all ages,household electrical appliance enterprises hope to use the multi-brand to seize the different market segments.Multi-brand management model advantages and disadvantages,as China's household electrical appliance enterprises in the multi-brand management of the prevalence of experience,lack of experience,resulting in the enterprise multi-brand management effect is not very satisfactory.Therefore,it is necessary to strengthen the research of multi-brand management strategy of household electrical appliance enterprises,so as to provide theoretical guidance for enterprises to master a lot of brand management.This article chooses the multi-brand management strategy of household electrical appliance enterprises to study the subject,choose A household electrical appliance enterprises as the case enterprise,according to "put forward the problem,analyze the problem,solve the problem" the basic idea,the comprehensive use of literature research,investigation,case study and other methods,Combined with brand management,marketing and other related theories,through a variety of channels to collect access to relevant information on the basis of domestic and foreign scholars on the basis of research results on the A appliance business multi-brand management status,issues in-depth summary analysis,put forward specific Of the solution strategy,with a view to the enterprise to do a lot of brand management work to bring useful discussion.This paper first discusses the background and significance of research,research methods and ideas,and draws out the topics to be studied,and expounds the importance of this research.Then it discusses the core concepts and related theories,provides theoretical support for the follow-up writing of the papers,and then analyzes the multi-brand management problems of A household electrical appliance enterprises,and draws lessons from other enterprises' multi-brand management experience.Finally,based on the A appliance business market competition environment,around the multi-brand management issues,put forward a specific solution strategy.