科龙多品牌战略解析（Analysis of Kelons multi brand strategy）.doc

科龙多品牌战略解析（Analysis of Kelons multi brand strategy） Preface Kelon, this has been highly concerned about household electrical appliance enterprises, experienced the throes and transformation, ushered in her spring. Undoubtedly, the successful use of multi brand marketing strategy, tribute. In fact, in before restructuring, Kelon multi brands strategy, has been in turmoil, many world-renowned multinational consulting companies such as Roland Begg have this pulse, the result is always severe tests to air. Thus, Kelon in brand strategy selection pain, from Roland Begg to Kelon to develop a 2+X multi brand strategy to the 3-2-1 single brand strategy, and then return to the present multi brand strategy, has experienced the tower alone, looking at the endless road, finally have a look back, the man was relieved and harvest lights . Let history, carry the banner of Kelon multi brands In Kelons, with Ronshen, Kelon, Warburg, combine and other brands, in particular, in the refrigerator, there are Ronshen, Kelon, combine brand; air conditioning Kelon, Warburg, combine three brands. To refrigerators, air conditioners and other refrigeration appliances as the main industry Kelon Company, thus forming a high school, low, comprehensive coverage, more competitive brand camp. Many media to Kelon interview, will ask about her multi brand operation. Indeed, there is a story worth pondering. Because, Kelon is different from Procter Gamble and Unilever, she is formed spontaneously in the process of development, is not conscious of the history that Kelon embarked on a multi brand road, is history, let Kelon first to carry the banner of multi brand operation, of course, cut so far, is also the only one. KELONs multi brand operation has attracted widespread attention from the very beginning. Many people in the industry have pointed out that, in the process of multi brand operation, there is a problem of scattered resources and average exertion. Indeed, Kelon has also been worried about it,