对企业多品牌战略运用的利弊研究——以宝洁公司为例

A Research on the Pros and Cons of Multiple-Brand Strategy Applied in Enterprises——A Case Study of Procter & Gamble(P&G)

宝洁公司根据自身条件与市场需求情况,在实施多品牌战略过程中,不仅巧妙克服了多品牌战略成本过高、管理难度大等弊端,还充分发挥了多品牌战略增加销量与利润的优点以及其他各种优势。如,有效避免混淆公司形象;占领更多市场份额;增强企业竞争能力,获得范围经济;击败竞争者,提高市场进入壁垒;提高企业抗风险能力等。宝洁公司成功运用多品牌战略的案例,在我国经济增长出现新常态的今天,尤其值得我国众多企业借鉴。

During the process of implementing multi-brand strategy, Procter ＆ gamble （P＆G）, in light of interior condition and exterior demand, has tactfully overcome the disadvantages of the strategy such as high cost,tough management and etc.Moreover,it also has given full expression to the underlying advantages of this policy in effectively increasing sales and profits, avoiding confusing company image, increasing market share.In this way,enterprises are apt to enhance their competition capacity,gain economy of scope,beat their competitors, and even improve the market entry barriers, thus improving their risk resistance ability and so on.Today＇ s China, embarking on an economic era of New Normal,P＆G＇s marvelous success in implementing the multi-brand strategy is worthy of reference for many domestic enterprises.