欧莱雅多品牌策略对我国的启示

Enlightenment of Loreal's Multi-brand tactics to Chinese Enterprises

文章阐述了企业多品牌策略的竞争优势,分析了欧莱雅集团的以价格、档次为标准区分不同品牌,以及根据目标客户选择销售渠道及通过跨国收购获取品牌、市场的互补资源等多品牌经营策略,指出了其对我国企业的启示,以期为我国企业的多品牌发展提供借鉴。

This paper expounds competition advantage of enterprise multi - brand tactics, analyses management tactics of distingusishing the different brands according to the price and the grade,choosing marketing channel according to the customers, obtaining the complementary resources through the transational purchase. Lastly, the paper points the enlightenment of loreal＇ s multi - brand tactics to Chinese enterprises.