【摘要】 地理标志的产量约束制约了地理标志产品的产业链规模和对区域经济增长的拉动程度,追求利润的地理标志使用人呈现出弃用、造假和延伸加工链等逐利行为,但都无法跨越由于产量约束形成的利润边界。通过地理标志的品牌延伸策略,可以拓展地理标志产品的盈利空间,这一新的盈利模式能使其摆脱产量限制,使利润可持续增长。通过构建一般商品的品牌延伸模型,认为对于延伸产品,其选择成本不仅与授权品牌的品牌信用度有关,还受原产品与延伸产品的关联程度影响。情感关联函数是品牌延伸成功的关键因素,情感契合度和情感指数是品牌延伸成功的直接决定因素,情感指数θ为0的纯物质性品牌不能进行延伸,有效运用物质关联能够降低品牌延伸的风险。在此基础上结合案例分析了地理标志品牌延伸的条件品牌建设的方向。更多还原

【Abstract】 Geographical Indications’ production constraints restrict the size of the product chain,users of geographical indications who pursuit profits show discarded,fraud,extended processing chain,and other profit-driven behavior,but can not breakthrough the boundary of profit due to production constraints.By the brand extension strategy,geographical indication can expand the profit margins and make it grows sustainable.We build a general model of brand extension,it shows that :the choice cost of brand extension relatives to the origin brand credibility and the associated products degrees of the original product and the extension.Emotional correlation function is key to the success of brand extension,and emotions and feelings fit index is directly determines the success of brand extension.A pure material brand whose emotional index θ is 0,can not be extent.更多还原