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华为-荣耀、上海大众-大众和斯柯达、宝洁-舒肤佳和飘柔、雀巢-太太乐和美极……当下,企业在某项产品上设定一主一副两个品牌的战略,被广泛运用于各行业领域,其中主品牌涵盖企业若干产品,同时,给各个产品设定不同的副品牌,以副品牌来突出不同产品的个性形象。做得较为成功的双品牌典型案例莫过于华为-荣耀。据国际数据公司IDC公布的2016年全球智能手机出货数据,华为出货量跃居全球第三、中国第一,同比增长30.2%,远超行业2.3%的平均速度,这得益于华为多年的厚积薄发,而其中双品牌战略的运作尤其值得一提。荣耀品牌在2013年12月推出,2014年“华为+荣耀”双品牌正式运作,荣耀在2014年实现销量2000万台,2015年飙升至4000万台,成为互联网手机的领导品牌,并打造出荣耀8等一系列精品,也成为传统企业拓展互联网子品牌的标杆案例。本期品质沙龙活动以“双品牌战略背后的公关”为讨论主题,对双品牌战略的优缺点、双品牌战略是如何实现的等问题展开深入交流。本期沙龙的特邀嘉宾主持是危机管理专家曹志新,对话嘉宾分别是智者品牌管理执行副总裁黄明胜、睿符品牌传播机构总裁孙雷、信诺传播副总裁张心宏、iFFi创始人刘羽和中青旅联科副总经理方涛。
Huawei - Glory, Shanghai Volkswagen - Volkswagen and Skoda, Procter & Gamble - Shu Jujia and Rejoice, Nestle - Mrs. Le and the United States very ... ... Now, companies in a product set a master and a two brands strategy has been widely used Various industries, including the main brand business covers a number of products, at the same time, to set different products for each sub-brand, sub-brand to highlight the different products of the personality image. Do more successful than the typical case of dual-brand Huawei - glory. According to the global smartphone shipment data released by international data company IDC in 2016, Huawei shipped the third largest shipments in the world, ranking first in China, up 30.2% YoY and far exceeding the industry average of 2.3% due to many years of Huawei Of the profound knowledge, of which the operation of the dual brand strategy is particularly worth mentioning. Glory brand launched in December 2013, 2014 “Huawei + Glory” dual-brand formal operation, Glory achieved sales of 20 million units in 2014, soared to 40 million units in 2015, to become the leading brand of Internet handsets and create A series of honors such as glory 8, has also become the benchmark for traditional enterprises to develop Internet sub-brands. In this issue of Salon Quality, the theme of the discussion on “The PR behind the Double-Brand Strategy” is to discuss the advantages and disadvantages of the dual-brand strategy and how the dual-brand strategy is implemented. Special guest host of this issue of Salon is crisis management expert Cao Zhixin, guest speaker respectively is Wisdom Brand Management Executive Vice President Huang Mingsheng, Rui Fu president of brand communications organizations Sun Lei, vice president of CIGNA Zhang Xinhong, iFFi founder Liu Yu and the CYTS Section Deputy General Manager Fang Tao.