Analysis On Multi-brand Strategy Taken By TNC Of Daily Chemical Industry In China

With the establishing and developing of market economy of China, most transnational corporations of the Big 500 come to our country, and so many brands of them become house-hold brands in the domestic market. And in fact, it' s the output of capital drived by output of brand. Among them, excellent transnational corporations like P&G , Unilever etc., depending on their most efficient multi-brand strategy, have half of the domestic market share in hand with the development of their famous brands. The transnational corporations in daily chemical industry taking multi-brand strategy in China is based on their ability of brand-running and their scale etc., and most importantly, is due to the situation of our daily chemical product market. The multi-brand strategy taken by the transnational corporations is not only reflect on the number of brands, but also works in different sections of the whole business activities of the corporation such as research and development, positioning of product, price strategy, management institution, advertisement, promotion etc.. This paper is exactly based on the study of the above points, and analyzes the achievement and weakness of the practice activities of our domestic daily chemical corporations, then put forward some suggestions for their future development.The paper is consisted with five parts: Preface, briefly set forththe meaning in theory and practice of this paper. Part one, summary of the multi-brand strategy, introduce a new concept of multi-brand strategy, and the advantage and disadvantage of taken the strategy; then present the practice of transnational corporations in the international markets. Part two, present the situation of multi-brand strategy taken by transnational corporations in our domestic market, point out the necessity and possibility of their brand strategy choice. Part three: analyze the characteristics of multi-brand strategy of the transnational corporations in detail. It' s the emphasis of the paper. And the main points include united brand core value behind different brand personalities; together development of abroad and domestic brands; flexible price strategy; brand manager system; attack to domestic brands; suitable propagate strategy. Part four, sum up the inspiration of the above analysis, introduce the brand strategy practice of our domestic daily chemical corporations, analyze the achievement and weakness of them, and base on the analysis, make the suggestions that our corporation should take brand-extension strategy, category-brand strategy and multi-brand strategy according to their abilities and market positions. And at last emphasize the importance of traditional Chinese herbal medicine for "go outside" strategy of domestic daily chemical companies.