多品牌战略中的同类相食现象分析

Analysis on Cannibalization in the Multibrand Strategy

对于采取多品牌战略的企业来说,同类相食是一个很普遍的现象,它会蚕食企业现有品牌的市场份额。对品牌进行清晰定位和选择适当的市场导入时机,能够有效地降低同类相食的负面效应。如果对同类相食加以适当的应用,不仅可以抵御竞争者的进攻、维持自己的市场份额,还可以侵入竞争者的领地甚至拓展整个市场,从而提升自己的市场竞争力和支配能力。

For the firms with multibrand strategy, cannibalism is a common phenomenon, which may cannibalize the market share of existing brands. Clear position and advisable introduction opportunity of new brand can effectively decrease the negative effect. With appropriate application of cannibalism, firms can not only be against competitors and maintain the market share, but also make inroads into competitors＇ territory and even expand markets, and thus upgrade market competence and power of control.