【摘要】 许多中华老字号在岁月变迁中消失,在转变经济增长方式,渴望创品牌的今天真可谓遗憾。品牌延伸作为品牌资产撬动与增值的重要方式,在近十年来成为学界和商界的热点。本文探讨基于品牌延伸的中华老字号复兴之路,通过宽度及定位不同品牌的远近延伸2×3组间实验及ANOVA分析,得出如下实证结论:品类相似且声望高的老字号适合延伸到与品牌相近的新产品,品类多样而功能强的老字号更适于延伸到与品牌相异的新产品,并都能产生正反馈效应助力品牌发展。在此基础上,明确了不同状况老字号复兴的路径选择。更多还原

【Abstract】 Long history of Chinese civilization has bred lots of Chinese Old Brand(COB) which were well-known for honorable reputation.COB used to be symbols of reliability,ability,integrity and innovation,but appeared to be out of fashion,sales down and brand exhausted with environmental changes.Since the reform and opening in China,the economy booming made China the biggest manufacturer in the world,however,Chinese brands are still unlisted in the" Best Global Brands 100" by Interbrand,and China becomes a country" Strong in Manufacture,Weak in Brand".Many COBs disappeared,some become the aided brands called by Aaker(2004),which are of high identification and low memory,only a few are vigorous.Filling vigor and energy into COB immediately is a best way in China to transform economy growth model. Numerous academic researches and businesses have proved that proper brand extensions can not only help launch new product,but also enhance brand equity.Based on the current related theory and method,this paper explored COB’s revitalization via brand extension and designed a factorial experiment with 2 levels of brands×3 levels of brand extensions.Two levels of brands are broad brands with function and narrow brands with prestige,while three levels of extensions are far extension,close extension and both extensions simultaneously.In pretest,as most of COBs are in Chinese medicine and food,candidate brands for comparison were selected in the same category of Chinese medicine by focus group.Then under the principle that brands significant with similar familiarity and favor,different width and position,two brand stimuli were selected,one as broad and functional brand with diverse products and material position,the other narrow and prestige brand with similar products and Abstract position.Finally,both far and close extension experimental products were chosen according to the similarity with the brand category.Following,4 groups divided in main experiment,control group test for brand evaluation and the other 3 test groups are for far,close and both extensions respectively.Two dimensions measure the evaluation of brand and extensions,the attitude dimension is assessed by favor,commendation and quality evaluation of consumers while the behavior dimension consists of consumers’ purchase and recommendation.With ANOVA,the results about extension support that narrow and prestige brands get higher evaluation when brand extends closely,while broad and functional brands get higher evaluation when brand extends far.And broad and functional brands get higher evaluation when brand extends far and closely meanwhile.All are statistically significant(p<0.05).The results of extension feedbacks show that broad and functional brands get bigger positive feedbacks when brand extends closely than far,significant(p<0.01).Narrow and prestige brands get positive feedback when extends closely while negative feedback when extends far,significant(p<0.05).Narrow and prestige brands get higher positive feedbacks when extended closely than far,significant(p<0.000). This empirical research on COB is a meaningful try.The findings offer the following direction: first,COB with similar products and high prestige will succeed easier and earn the biggest positive feedbacks when extended to new product which is similar to brand.The feedback is from positive to negative with extension close to far.This is an optimal way for such brands’ revitalization.Second,COB with diverse and functional products succeeds easier and earns the biggest positive feedbacks when extended to new product which is dissimilar to brand and increases brand value.The feedback is from positive to negative with extension far to close.This is the best way for such brands’ revitalization.Finally,farther brand extension enhances success and equity of broad and functional brands,while closer extension is better for narrow and prestige brands.In a word,as to COB under different product categories and brand positions,brand extensions differ.Brand extension must be an effective way of revitalization for COB.更多还原