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2003年7月21日,随着松下电器全球第一款以 Panasonic 命名的冰箱在上海的亮相,松下的全球单品牌策略开始启动。曾经熟悉和使用了许多年的带有 National 商标的松下所有家电产品将渐渐淡出人们的视野,被 Panasonic 全面替代。松下全球单品牌策略的出台,不仅仅代表着其品牌策略的转变,更带来了种种疑问:松下电器为什么会放弃带给他们无数荣耀的 National 品牌?松下电器为什么要花200亿日元来统一品牌?松下电器为什么要使用统一的Panasonic 品牌?难道多品牌策略已经过时?难道单品牌策略比多品牌策略更优?
July 21, 2003, Panasonic's global single-brand strategy started with the appearance of Panasonic, the world's first refrigerator named after Panasonic in Shanghai. All Panasonic home appliances that have been familiar with and used for many years with the National trademark will gradually fade from people's perspective and are completely replaced by Panasonic. Matsushita introduced the global single-brand strategy, not only represents the change of its brand strategy, but also brought all kinds of questions: Why Matsushita Electric give them numerous glory National brand? Matsushita Electric why spend 20 billion yen to unify Brand? Matsushita Electric Why use a unified brand of Panasonic? Is the multi-brand strategy outdated? Do single brand strategy better than the multi-brand strategy?