【作者】 王琦；

【导师】 余明阳；

【作者基本信息】 上海交通大学 ， 企业管理， 2008， 硕士

【摘要】 回顾现代商业发展历程,企业赖以生存和发展的核心竞争力最初集中于产品制造能力,而后转向依托资本市场的资源配置能力,最终则表现为对企业品牌的整合与运营能力。理论界也普遍认为:现代商业竞争已经走过了价格竞争和产品竞争的阶段,未来的市场竞争将以品牌竞争为主要特点。愈来愈多的企业开始意识到他们最有价值的资产其实是与各种产品和服务相联系的品牌。显而易见,一个拥有良好品牌资产的企业,往往拥有更高的产品溢价、更有效的营销沟通效果、更多的市场扩展机会以及更强的顾客忠诚度等优势。由于资本的逐利性,作为利润中心的企业天生就有利用一切可控资源扩大其市场份额和经营规模的内在冲动,品牌资产也不例外,而品牌资产最直接的运用就是将现有的品牌延伸到企业新的产品或服务上。事实上,品牌延伸策略也确实可以有效地降低新产品导入的成本与风险。但是,随着品牌延伸宽度和密度的逐渐增强,由于消费者心理感知固化、母品牌在新产品领域影响力有限、新老产品关联度差等一些原因,品牌延伸的负面影响开始显现。不当的品牌延伸不但会使延伸产品失败,而且会影响到企业的核心品牌体系,甚至动摇整个企业生存发展的根基。正因为品牌延伸对于企业经营的这种类似于双刃剑的影响,使得在实践中品牌延伸成功与失败的案例几乎同步增长,有关品牌延伸机会评价以及效果研究逐渐成为了品牌延伸理论中的研究焦点,如何客观准确的评价品牌延伸机会成为了品牌延伸理论中一个亟待解决的关键问题。一个具有相当实践效果的品牌延伸机会评价模型无疑会为企业的品牌战略提供宝贵的决策依据,对我国本土企业的品牌之路也会有巨大的指导作用。作为品牌管理领域的热点问题和企业品牌延伸决策的现实需求,国内外学者就品牌延伸效果评价问题进行了许多卓有成效的研究,对影响品牌延伸的因子进行了界定,并提出了理论模型框架,但是,仍存在着延伸机制研究缺失、指标选取绝对化、决策模型构建系统化等问题。本论文的研究正是在这一研究发展趋势下,旨在通过对现有研究文献的挖掘以及对品牌延伸过程内在机理及形成品牌资产的各要素在延伸过程中的不同作用做出深入研究,进一步完善品牌延伸评价指标体系,提出用以评估品牌延伸价值的理论模型。在此基础上,综合专家意见,提炼影响品牌延伸效果的主要因素,运用主成分分析法与层次分析法为因子赋予权重,建立品牌延伸决策评估模型,以期为我国企业品牌管理实践提供帮助。更多还原

【Abstract】 By reviewing the commercial history, the core competitiveness of the enterprises for existence and development is initially focused on manufacturing capabilities, and then rely on distributing resources effectively through capital market, and ultimately showing as the integration and operation capabilities of brand. After gone through price competition and product competition stage, the future market competition will be focused on the brand competition. More and more companies are beginning to realize their most valuable asset is the brand linked to products and services. Obviously, the enterprise with famous brand often have a higher premium, the more effective marketing effectiveness, and more opportunities for market expansion and stronger customer loyalty, and other advantages.As the nature of the capital, enterprises have inherent impulse to use all controllable resources to expand its business, brand equity included. And the most direct use of brand equity is brand extension. Actually, brand extension strategy can be great effective in reducing the cost of new product introduction and risk. However, with brand extension width and density gradually increase, the negative impact of brand extension started to become apparent as consumers cognition rigidity, the limitation of mother brand influence and low connection between brand and new product. Improper brand extension will not only make new product fail, but also affect core brand system, even shaken the foundation of the entire enterprises. It is because of the double-edged-sword influence of brand extension that the success or failures of brand extension cases are almost simultaneous increase; evaluation of brand extension opportunity gradually becomes the research focus. A very practical evaluation model of brand extension effect will undoubtedly provides valuable basis for the brand strategy decision-making and will have been great role in guiding to local brand built.For the research focus and needed of brand strategy decision-making, domestic and foreign scholars finished many fruitful research on brand extension evaluation, gave the definition of factors affect brand extension, and proposed the theoretical model framework, but, some problems are still exist such as lack of brand extension mechanism, select absolute indicators, systematic decision-making model research.By the study of existing literature and the research about internal mechanism of brand extension and the different roles of the elements of brand equity during brand extension process, this thesis will build the evaluation index system of brand extension evaluation and give the theoretical model to assess the brand extension value. On this basis, considering experts advice, this research will refine the main factors influent on brand extension and give weight to every factor by using principal component analysis and AHP to, finally finish the establishment of the decision-making model for brand extension with a view to make contribution to local brand management practice.更多还原