【正文】 657, 3th Floor EBarcelona 08029 Phone ++3434 94 74 40 Fax ++3434 94 74 20 SWEDEN (Representation) Roland Berger Partner AB International Management Consultants Box 7 S10120 Stockholm Phone ++46828 66 24 Fax ++46828 43 20 SWITZERLAND Roland Berger AG International Management Consultants Dufourstr. 56 CH 8008 Zurich Phone ++4112 67 41 11 Fax ++4112 67 41 19 UKRAINE Roland Berger Partner GmbH International Management Consultants 23 Shota Rustaveli Str., Apt. 10 252023 Kiev Phone ++380442 20 08 59 Fax ++380442 46 78 54 USA Roland Berger Partner, Inc. International Management Consultants 90, Park Avenue, Suite 1600 New York, . 10016 Phone ++12129841097 Fax ++12126878119 Doc. number to be entered by Header and Footer 。t 64 H1062 Budapest Phone ++3611 53 02 29 Fax ++3611 53 24 34 INDIA Roland Berger International Management Consultants Prt. Ltd. B35, Qutub Institutional Area New Delhi 110 016 Phone: ++91116 51 94 58/59 Fax: ++91116 51 96 98/99 ISRAEL Roland Berger Ltd. International Management Consultants Dizengoff Tower 50 Dizengoff St. Tel Aviv 64332 Phone: ++97235 25 74 74 Fax: ++97235 25 04 88 ITALY Roland Berger Partner . International Management Consultants Via Sirtori, 32 I20239 Milan Phone ++39229 50 11 Fax ++39229 52 48 37 Via Ludovisi, 35 I00187 Rome Phone ++39648 82 11 9 Fax ++39648 91 94 83 JAPAN Roland Berger Partner Ltd. International Management Consultants ARK Mori Building 22nd Floor 11232, Akasaka Minatoku, Tokyo 1076022 Phone ++81335 87 66 60 Fax ++81335 87 66 70 LATVIA Roland Berger Partner GmbH International Management Consultants Basteja Blvd. 12 LV1050 Riga Phone ++3717 21 20 68 Fax ++3717 21 69 38 MALAYSIA Roland Berger Partner SDN. BHD. International Management Consultants Level 17 Menara IMC No 8 Jalan Sultan Ismail 50250 Kuala Lumpur Phone: ++6032 06 57 13 Fax: ++6032 06 57 14 PORTUGAL Roland Berger Partner Lda. International Management Consultants Edificio Monumental Av. 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International Management Consultants Andr225。cke 7 D20355 Hamburg Phone ++494037 63 10 Fax ++494037 63 11 02 L246。sseldorf Phone ++4921143 89 01 Fax ++49211438 91 40 Bockenheimer Landstra223。 Strana Phone ++422257 31 11 61 Fax ++422257 31 11 63 FINLAND (Representation) Roland Berger Partner GmbH International Management Consultants Kasarmikatu 34 D FIN00130 Helsinki Phone ++358965 07 48 Fax ++358966 06 48 FRANCE Roland Berger Partner GmbH International Management Consultants 16, avenue Gee V F75008 Paris Phone ++33153 67 03 20 Fax ++33153 67 03 75 GERMANY Roland Berger Partner GmbH International Management Consultants Arabellastr. 33 D81925 Munich Phone ++498992 230 Fax ++498992 23202 Alt Moabit 101b D10559 Berlin Phone ++49303 99 2750 Fax ++49303 99 27303 GeGlockStra223。o Paulo / . Phone ++551151 81 83 66 Fax ++551151 81 69 19 BULGARIA Roland Berger Partner GmbH International Management Consultants Boulevard G. M. Dimitrov 52 A 1040 Sofia Phone ++359271 94 01 Fax ++359271 01 45 CHINA Roland Berger (Shanghai) International Management Consultants Ltd. 72 Xing Guo Road 3F Business Building Shanghai 202352 , . Phone: ++862162 12 64 11 Fax/Phone: ++862162 12 74 71 China World Trade Center 914916 China World Tower No. 1 Jianguomenwai Avenue Beijing 100004, . Phone ++861065 05 21 96 Fax ++861065 05 54 84 GPO Box 3193 37/F New World Tower 1618 Queen39。 1038 Buenos Aires Phone ++5413 42 14 98 Fax ++5413 45 57 58 AUSTRIA Roland Berger Partner International Management Consultants Freyung 3/2/10 A1010 Vienna Phone ++43153 60 20 Fax ++4315 36 02 60 BELGIUM Roland Berger Partner International Management Consultants 100, Boulevard du Souverain B1170 Brussels Phone ++3226 79 01 70 Fax ++3226 72 92 22 BRAZIL Roland Berger Associados Consultoria Internacional Ltda. Rua Alexandre Dumas, 22205176。o Paulo – Shanghai – Stuttgart – Tokyo – Vienna – Zurich 科龍電器品牌戰(zhàn)略方案 廣東科龍電器股份有限公司 廣東順德， 1999年 8月 5日 Doc. number to be entered by Header and Footer 目錄 頁(yè)碼 A. 科龍電器實(shí)施多品牌戰(zhàn)略既有必要性也有可行性 3 B. 多 品牌 戰(zhàn)略應(yīng)采用以科龍、容聲為主的“ 2+X‖模式 11 C. 盡快引入容聲空調(diào)是真正實(shí)施多品牌戰(zhàn)略的重要一步 16 D. 科龍應(yīng)成為 科龍電器的“高檔品牌”， 容聲為“大眾 品牌 ‖，分別 以 ―技術(shù)創(chuàng)新先鋒”和 24 “優(yōu)質(zhì)實(shí)用”作為對(duì)客戶的核心價(jià)值 . 空調(diào)市場(chǎng)的品牌定位組合 34 . 冰箱市場(chǎng)的品牌定位組合 40 E. 科龍電器應(yīng)從技術(shù)、質(zhì)量、價(jià)格、服務(wù)、渠道、宣傳、組織各個(gè)方面區(qū)分兩個(gè)主導(dǎo) 47 品牌，加大其目標(biāo)市場(chǎng)的針對(duì)性 F. 從現(xiàn)有模式到“ 2+X‖的過(guò)渡應(yīng)該快捷、平穩(wěn) 59 G. 品牌 發(fā) 展 必須 有 相 應(yīng) 組織 機(jī)構(gòu)、流 程 和 投入作保障 62 Doc. number to be entered by Header and Footer A. 科龍電器實(shí)施多品牌戰(zhàn)略既有必要性也有可行性 Doc. number to be entered by Header and Footer 多品牌戰(zhàn)略應(yīng)該成為科龍電器長(zhǎng)期營(yíng)銷戰(zhàn)略的核心 多品牌戰(zhàn)略的優(yōu)勢(shì) 1 ? 提高總體市場(chǎng)占有率 (市場(chǎng)份額、 渠道 ) ? 提高對(duì)科龍現(xiàn)有生產(chǎn)能力的利用率，減少生產(chǎn)能力過(guò)大對(duì)科龍電器的成本壓力 ? 不再受單一品牌市場(chǎng)份額上限的限制 ? 提高對(duì)多元化、排它性強(qiáng)、迅速變化中的銷售網(wǎng)絡(luò)的覆蓋率 2 ? 針對(duì)不同類型的消費(fèi)者和細(xì)分 市場(chǎng) ? 滿足不同類型的消費(fèi)者和細(xì)分市場(chǎng)的獨(dú)特需求可以使科龍電器： 形成穩(wěn)固的品牌忠誠(chéng)度 形成新的競(jìng)爭(zhēng)壁壘 3 ? 增加競(jìng)爭(zhēng)的靈活性和對(duì)競(jìng)爭(zhēng)對(duì) 手的反應(yīng)能力，減少風(fēng)險(xiǎn) ? 穩(wěn)定高毛利品牌的價(jià)格定位以保持企業(yè)的贏利能力 增強(qiáng)科龍電器對(duì)衰老 /衰敗品牌處置的靈活性 提高對(duì)不同競(jìng)爭(zhēng)對(duì)手的針對(duì)性 對(duì)科龍電器的意義 Doc. number to be entered by Header and Footer 只有引入多個(gè)品牌才能有效利用現(xiàn)有生產(chǎn)能力 容聲冰箱業(yè)績(jī)發(fā)展與生產(chǎn)能力利用率 ( 單位 : 萬(wàn)臺(tái) ) 多品牌的市場(chǎng)占有率