純手工翻譯〉

單一品牌延伸策略便于企業(yè)形象的統(tǒng)一，資金,、技術的集中,，減少營銷成本，易于被顧客接受,，但單一品牌不利于產(chǎn)品的延伸和擴大,，且單一品牌一榮俱榮，一損俱損,。而多品牌雖營運成本高,、風險大，但靈活，也利于市場細分,。寶潔公司名稱P＆G寶潔沒有成為任何一種產(chǎn)品和商標，而根據(jù)市場細分洗發(fā),、護膚,、口腔等幾大類，各以品牌為中心運作,。多品牌的頻頻出擊,，使公司在顧客心目中樹立起實力雄厚的形象。差異化營銷寶潔公司經(jīng)營的多種品牌策略不是把一種產(chǎn)品簡單地貼上幾種商標,，而是追求同類產(chǎn)品不同品牌之間的差異,，包括功能、包裝,、宣傳等諸方面,，從而形成每個品牌的鮮明個性。這樣,，每個品牌有自己的發(fā)展空間,，市場就不會重疊。

Sole brand expanding strategic will facilitate to unify enterprises image , concentrate capital and technology , reduce marketing costs and would be easily acceptable by customers. However sole brand would obstruct products extension and spread and achievement of individual product will also influence all series accordingly. The multi-brands possess characters as high cost and risk, but has flexibility and will help market segmentation. P&G company doesn’t use proper name to any subordinate products. However, such company has subdivided markets in several categories shampoo, skincare, oral care etc, each category runs in centre of proper brand. Through multi-brands occupying markets, company stands up a powerful impression to customers. Differentiated marketing as P&G’s multi-brand strategic is not only putting different trademarks on one product, but also pursuing diversities in different brands for similar products, including function, packing, propaganda etc. In this way, each brand will set up distinct character and extend own developing trend , consequently, the market will not be overlapped.