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1、科龙多品牌战略解析（AnalysisofKelon'smultibrandstrategy）PrefaceKelon,thishasbeenhighlyconcernedabouthouseholdelectricalapplianceenterprises,experiencedthethroesandtransformation,usheredinherspring.Undoubtedly,thesuccessfuluseofmultibrandmarketingstrategy,tribute
2、.Infact,inbeforerestructuring,Kelonmultibrandsstrategy,hasbeeninturmoil,manyworld-renownedmultinationalconsultingcompaniessuchasRolandBegghavethispulse,theresultisalwayssevereteststoair".Thus,Keloninbrandstrategyselectionpain,fromRolandBeggtoKelontodev
3、elopa"2+X"multibrandstrategytothe"3-2-1"singlebrandstrategy,andthenreturntothepresentmultibrandstrategy,hasexperienced"thetoweralone,lookingattheendlessroad",finallyhavealookback,themanwasrelievedandharvestlights".Lethistory,carrythebannerofKelonmultib
4、randsInKelon's,withRonshen,Kelon,Warburg,combineandotherbrands,inparticular,intherefrigerator,thereareRonshen,Kelon,combinebrand;airconditioningKelon,Warburg,combinethreebrands.Torefrigerators,airconditionersandotherrefrigerationappliancesasthemainindu
5、stryKelonCompany,thusformingahighschool,low,comprehensivecoverage,morecompetitivebrandcamp.ManymediatoKeloninterview,willaskabouthermultibrandoperation.Indeed,thereisastoryworthpondering.Because,KelonisdifferentfromProcter&GambleandUnilever,sheisformed
6、spontaneouslyintheprocessofdevelopment,isnotconsciousofthehistorythatKelonembarkedonamultibrandroad,ishistory,letKelonfirsttocarrythebannerofmultibrandoperation,ofcourse,cutsofar,isalsotheonlyone.KELON'smultibrandoperationhasattractedwidespreadattentio
7、nfromtheverybeginning.Manypeopleintheindustryhavepointedoutthat,intheprocessofmultibrandoperation,thereisaproblemofscatteredresourcesandaverageexertion.Indeed,Kelonhasalsobeenworriedaboutit,andinKelonexecutivesoncehadtogiveuptheideaofmultibrandstrategy
8、.Therefore,Kelonmultibrands,alsoisnoteasy.Asweallknow,KelonisbuiltbyRonshenrefrigerators,19years,thewindandrainandsunshine,theachievementofRonshenintheheartsofconsumersgoodreputationandreputation.In2002,inasurveyreportissuedbytheStateCo
