欧莱雅集团多品牌战略分析

【摘要】多品牌战略是企业管理理论中的一个重要课题。在全球化的市场浪潮下，多品牌已经成为企业核心竞争力的关键要素。良好的多品牌策略和多品牌结构，不但能帮助企业有效的占领细分市场，还能在通过合理的资源配置，极大提高企业的运营水平。本文首先分析多品牌战略的基本原理入手，详细描述了多品牌战略的基本概念，建立途径，以及优缺点等。之后，本文以欧莱雅公司为例，逐步剖析了欧莱雅集团的多品牌历史和现状。并通过和雅诗兰黛的详细对比，指出了多品牌战略对市场区域，产品分类，产品定价的影响。最后，过对欧莱雅集团多品牌战略的实例分析，总结出多品牌战略的优缺点。进一步明确了多品牌战略的实施和执行，是要结合现实条件量力而行的。

【关键词】   多品牌； 战略； 欧莱雅； 化妆品
L’Oreal Group’s Multi-Brand Strategy
 
【Abstract】The multi-brand strategy is an important topic in management theory. In the wave of globalization, multi-brand has become a key element of the core competitiveness of enterprises. Multi-brand strategy, not only can help the enterprises to effectively occupy the market, but also greatly enhance the operational level through the rational allocation of resources. This paper first analyzes the basic principles of multi-brand strategy, started with a detailed description of the basic concepts of multi-brand strategy, the establishment of multi-brand strategy, as well as the advantages and disadvantages. Secondly, analyze the history and current status of the L'Oreal Group. And pointed out the impact of multi-brand strategy for the market sales, product classification, pricing policy. Finally, compare L'Oreal with Estee Lauder in the area of the implementation and execution of multi-brand strategy.

【Key words】 Multi-brand; Strategy; L’Oreal; Cosmetics

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