Strategic Analysis For Umbrella-Brand Strategy From An International Perspective

The traditional POP,POS marketing model or through the B TO C model can see the diversity of social products,most consumers choose offline shopping or e-commerce platform.The product brand chosen does not take into account the origin of the product or the production process.After the economic crisis,the market economy gradually rebounded,from the merchants and consumers to the brand attention gradually increased,promoting the emergence of a variety of brand strategies.In the competition of enterprises in modern society,the main function of marketing is to attract more consumers for enterprises,and brand positioning is to attract more consumers and increase economic effect.Therefore,understanding of brand positioning plays a very important role in marketing and global commodity economy.This paper mainly analyzes and studies the development and function of umbrella brand management strategy in the international view,and gives a large number of examples to prove it.The main purpose of this study is to theoretically and conceptualize the model,collect and compare a large number of examples of scholars and practitioner to prove the role of umbrella brand strategy on some Chinese enterprises,especially the role of small and medium-sized enterprises in China,which is eager for growth in emerging economies.This paper illustrates the importance of decision-making rationality,creativity,core values of enterprises,market orientation,Internet technology orientation,learning atmosphere and other factors to the brand-oriented strategy of Chinese enterprises.