Design Management Research On Multi-brands Strtegy Of Changyn

With the extensive use of brand strategy in China's enterprises, as well as thegradual in-depth study of brand strategy, the content of brand strategy have takenprofound changes. Diversification of consumer demand, leading to the differentiationof consumer groups, a consumer group may separate into several groups withdifferent preferences. Single brand strategy has not very well suited to the diversetrends in consumer preferences, and easily leads to lack of brand personality andbrand image of the confusing problem of multi-brand strategy, research andapplication of a strong practical significance. In this paper, Changyu Wine Companyas a case study, stand design and management point of view by studying theChangyu's multi-brand strategy formulation and implementation process of theestablishment of the principle of multi-brand strategy, the establishment of channels,the types of strategies, management system, management process to assess the auditand other issues. This paper argues that successful implementation of Changyu WineCompany's main experience of multi-brand strategy is reflected in: First, the choice ofmulti-brand strategy in line with the actual situation of enterprise development; Thesecond is the integrated management of multi-brand strategy, the establishment andimprovement based on market segmentation, including product, price, distributionchannels and promotions marketing system; Third, the formation of a scientific andeffective brand manager system, to ensure that each brand in a multi-brand strategyhas taken into consideration under the control of corporate interests of the overallbrand, but also relatively independent development. This article also discusses theimplementation of multi-brand strategy Changyu's problems, given the appropriatemeasures in the hope that implementation of this strategy Changyu provide new ideas,while the use of multi-brand strategy of our company to provide a reference.