【作者】 李倩茹；

【导师】 张传忠；

【作者基本信息】 暨南大学 ， 企业管理， 2002， 硕士

【摘要】 80年代以来，品牌延伸成为许多公司品牌战略的一个重要方面。就其原因来说，一方面是由于科技的突飞猛进使得产品的生命周期缩短，另一方面是竞争趋向白热化，不仅小公司，甚至一些大公司都面临着生存压力。企业迫切需要著名品牌的支撑，而市场对新品牌的接受存在时滞和巨额成本这一现实，使得企业逐渐对创立新品牌不再感兴趣。相应的，企业开始利用已经在市场上证明是成功的老品牌。那么企业怎样才能有效地运用已有的品牌?在具体策略和程序上还有许多问题需要研究。本文拟就其中几个重要问题进行讨论。 在本文之中，首先根据对新产品的不同定义，采用国内外一些专家的观点，将品牌延伸的定义分为狭义和广义之分。接下来为当前品牌延伸方面的研究勾画了一个大致的框架。本文的第二部分论述了为什么采用品牌延伸战略。第三部分阐述了品牌延伸几种常见的策略。第四部分对品牌延伸中出现的问题及其原因进行分析论证。最后通过对国内外品牌理论学者和国际企业经营实践研究，提出了一些影响品牌延伸效果的因素，包括：延伸产品和核心品牌的相似性，品牌的类型，品牌的影响力，广告促销策略和公司规模和能力。在品牌延伸中应对这些因素予以充分注意和调整优化。更多还原

【Abstract】 From the 1980’s, brand extension has been an important part of the content of brand strategies for many enterprises. One reason is that the advanced technology makes products’ life short. And the other reason is that there are more competitions now in the market. Not only the small enterprises, but also the large enterprises are all facing the pressure of living. Because it takes time and a large amount of money for the market to accept the new brand, enterprises no longer feel interested in creating new brands. However, they begin to use the brands already proved to be successful by the market. How to use brand extension? This article discusses several aspects of it.In the first part of the article, based on the points of the experts, the definition of brand extension is divided into broad sense and narrow sense. And then the following gives the present research of brand extension a general frame. The next part discusses why we should use brand extension. The third part discusses several common brand extension strategies. The fourth part discusses the problems happening in the process of brand extension and the reasons of them. The last part discusses some factors influencing the success of brand extension, including the similarity between the new product and core brand, the type of the brand, the influence of the brand, the advertisement and the size and capability of the enterprise. These factors should be paid a great attention to and given a reasonable adjustment.更多还原