新时代背景下龙头股份品牌战略发展模式研究  

Research on the strategic development model of leading shares under the background of the new era

作　　者：倪国华 NI Guohua

机构地区：[1]上海龙头(集团)股份有限公司

出　　处：《时尚设计与工程》2022年第2期15-17,共3页The Journal of Fashion Design and Engineering

摘　　要：上海龙头(集团)股份有限公司是中国首批股份制上市公司,以纺织品品牌经营和国际贸易为核心业务,在国内市场拥有“三枪”、“民光”、“菊花”、“钟牌414”、“海螺”、“皇后”等知名品牌,掌控着8000多个营销网点组成的庞大内销网络,具有多品牌优势。本文通过研究龙头股份的品牌战略,探究其品牌成功的经验,为品牌经营转型累积经验。Shanghai Longtou(Group)Co.,Ltd.is one of the first batch of joint-stock listed companies in China,with textile brand management and international trade as its core business,Shanghai Longtou(Group)Co.,Ltd.has“three guns”,“Minguang”,“Chrysanthemum”,“Zhongpai 414”,“conch”,“Queen”and other well-known brands in the domestic market.It controls a huge domestic sales network composed of more than 8000 marketing outlets and has multi brand advantages.By studying the brand strategy of leading shares,this paper explores the successful experience of its brand,and accumulates experience for brand management transformation.

关 键 词：品牌战略 多品牌 纺织 

分 类 号：F42[经济管理—产业经济]