品牌战略是现代企业市场营销的核心,而多品牌战略作为品牌战略的重要内容在企业的发展中备受推崇。
多品牌战略相对于单一品牌战略而言有更大的优势,且更能够满足企业现在和未来的发展需要。结合斯柯达、朗逸品牌谈上海大众的多品牌运用的成功经验，并由此提出对于中国本土其他汽车企业的启示。
关键词：品牌，多品牌战略，斯柯达，朗逸，上海大众，启示
Abstract：Brand strategy is the core of modern enterprise marketing, and many brand strategy as the important content of brand strategy in the development of enterprises treasured. More brand strategy for relative to a single brand strategy has greater advantage, and more able to satisfy the business enterprise of the present and future development needs. Combined with skoda and lavida brand Shanghai VW's more brand talk by experience, and then puts forward for China's domestic cars enterprise enlightenment.
Keywords：brand,multi-brand strategy,SKODA, LAVIDA,Shanghai Volkswagen, enlightenment
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