企业品牌延伸战略决策研究

【作者】 金敏；

【导师】 曾德明；

【作者基本信息】 湖南大学 ， 工商管理， 2001， 硕士

【摘要】 随着全球经济一体化和信息化时代的到来，企业之间的竞争更加激烈，不同企业的产品之间的差异越来越小，这使得品牌战略日益受到企业重视。对于实行多元化经营的企业来说，当企业向市场推出新产品时，必须在品牌延伸战略或是独立品牌战略之间进行抉择。由于品牌延伸战略决策十分复杂，与许多具体的环境、条件和因素相关，同时品牌延伸战略本身又有许多具体的不同战略模式，所以有必要对其中的各个方面进行详细分析。 本文从现代品牌以及品牌延伸的概念、品牌延伸的市场背景和最新动向开始分析，从中探索近年来品牌延伸战略受到企业和理论界重视的原因；然后对品牌延伸的相关理论进行了归纳和分析，包括行为科学的相关理论、市场营销中的定位理论、以及近年来对于品牌延伸的赞成和怀疑理论，对相关理论进行归纳和分析的目的是试图从中总结出一些基本的规律用以指导品牌延伸战略决策的分析和操作；另外通过结合企业在实践中的做法，对于企业可以运用的品牌延伸的战略模式进行了总结和分析；同时提出了品牌延伸战略决策的可行性分析方法并进行了论证。最后应用相关结论对实际中的一个案例进行了简要分析。更多还原

【Abstract】 With the worldwide economic united and the information era coming, the competitive between the company become hotly,and the discrepancy of the product between different company is more difficult to be found,afl these make the enterprise concentrate more on the brand extension.For the enterprise which deal with multiple transactions,when they push new products to the market,they all face a same choice,to implement the stratagem of the brand extension or just select one single brand.As the stratagem of the brand extension is related to the specific enviromnents,conditions,elements,etc,and the stratagem has many different models,all these decide the stratagem decision is very complicated,so it’s essential to analyze all the details of the stratagem carefully.The thesis starts from the concept,naarketing background and the lasted changes of the stratagem of brand extension,from them,we can find the cause why the stratagem of brand extension is concentrated so much by both the enterprise and the acadeniia,then concludes and analyzes the related theory,including the theory about behavior science,the point of how to decide the right position when implementing market spreading,and the opinion of agree or against the stratagem of brand extension,to conclude and analyze the theory is just to get the basic principles to conduct the analysis and operation for the decision of brand extension stratagem.Additional,trough looking into the activities of the enterprise conclude and analyze the models which can used by the enterprise,at the same time ,indicate the feasibility analysis method for brand extension stratagem and demonstrate it.At last,analyze a case briefly by relevant theory.更多还原