【作者】 郑春东；

【导师】 和金生；

【作者基本信息】 天津大学 ， 技术经济及管理， 2005， 博士

【摘要】 随着企业间竞争的日益激烈,品牌作为一种重要的竞争手段得到了越来越多的重视。本文正是在这一背景下对企业品牌延伸策略的理论框架进行了较为全面的探讨,并结合国内市场和企业的具体情况进行了实证分析和案例研究,对我国企业的品牌延伸提出了相应的对策建议。本文采用理论研究与实证研究相结合的方法,在大量借鉴管理学、经济学、心理学、统计学的相关理论和方法的基础上,对从品牌延伸定义开始的所有相关问题都进行了较为全面和深入的探讨,其中关于延伸产品的界定、消费者品牌忠诚度的转移、延伸产品与原有产品的关联性、相关企业的行为分析等研究内容都具有很强的创新性和探索性。本文的主要研究成果和创新性体现在如下四个方面。1.对于品牌延伸及其相关概念的界定。本文对品牌延伸的定义、品牌延伸中新产品的界定标准以及一些基本前提假设都进行了明确的阐述,为后续研究奠定了坚实的基础。其中关于品牌延伸中新产品的界定突破了一般营销理论中的基于功能的划分标准。2.品牌延伸影响要素体系的建立。本文提出了基于消费者、竞争者和企业自身的品牌延伸三维影响要素体系,并在此基础上提出了消费者品牌忠诚度转移模型、竞争者行为分析模型以及延伸产品和原有产品关联模型,深入的阐述了各种要素对品牌延伸效果的影响机制和影响结果。3.延伸产品市场竞争格局分析模型。在影响要素体系的基础上,本文提出了延伸产品未来市场竞争格局的静态和动态分析模型,探讨了延伸产品市场竞争者应对策略、延伸企业反应对策略以及后续企业不断延伸进入等多种情况下的延伸产品市场状况。4.品牌延伸边界模型。本文在已有的功能-表现模型的基础上,提出了基于延伸产品和原有产品之间关联关系的软约束和基于消费者认同的硬约束的更为合理的综合性品牌延伸边界模型,解决了功能-表现模型的缺乏可操作性和难以多方案评价的问题。更多还原

【Abstract】 The competition between enterprises becomes more and more vehement, as a result, brand which can be made use of as an effective ways of competition has plays an important role. Under this circumstance, this dissertation analyzes the theoretical framework on brand extension behavior, carries out empirical analysis as well as case study, and put forward some beneficial suggestions on enterprises’brand extension.Making use of theoretical analysis and empirical study, and based on the conclusion from management, economics, psychology and statistics, this dissertation discusses the whole range of brand extension which begins with the definition of brand extension. Such contents as the definition of extension product, the transfer of customer brand loyalty, the correlation between extension product and original product, and behavior analysis of related enterprises show high degree of creativity and exploitation.The main conclusion as well as creativity embodies in the following areas: Firstly, the generalization of basic concept such as brand extension and other related concepts. This dissertation explicitly analyzes the definition of brand extension, the criteria by which we study new product in brand extension and some other basic hypothesis. The study on new product in brand extension differs from the function-based criterion in traditional marketing theory.Secondly, the building up of element system which has effect on brand extension. This dissertation put forward the three-dimensional system which contains customers, competitors and enterprise. Making use of the research system stated above, this dissertation studies the transforming model of customer brand loyalty, the analyzing model of competitor behavior and the model of correlation between extension product and original ones. Besides, this dissertation discusses the function mechanism of all those elements on brand extension effect.Thirdly, the construction of market competition model of brand extension product. Based on the analysis of element system, this dissertation put forward the static and dynamic model on extension product’s market competition structure,discusses the corresponding tactics in extension product market, the tactics of enterprise which carries out brand extension and the extension product’s market status taking enterprise’s brand extension into consideration.Finally but not the least, the building up of brand extension boundary model. Based on the function-performance model, this dissertation puts forward the comprehensive brand extension boundary model which is built up upon two aspects: the soft restriction of correlation between extension product and original ones and the rigid restriction on customer identification. This comprehensive model solve the problem that the function-performance model lacks maneuverability.更多还原