【作者】 常连玉；

【导师】 邵荣昭；

【作者基本信息】 长安大学 ， 企业管理， 2007， 硕士

【摘要】 随着中国经济的迅速发展和市场的深入开放,国内市场竞争日趋激烈,品牌战略日益受到企业的重视,各种品牌策略正越来越多被企业认识和使用。随着竞争的加剧和产品上市费用的增加,新产品的市场导入成本和淘汰风险越来越高,品牌延伸作为一种重要的市场策略,可以帮助企业克服这些不利因素,促进品牌资产的壮大和发展。然而品牌延伸是一项复杂的活动,与战略环境、品牌定位等因素相关,直接影响着企业的无形资产和核心竞争力,而且品牌延伸的模式选择在很大程度上也取决于企业的战略规划,企业的战略决定着品牌延伸的应用。因此从战略角度来研究品牌延伸的决策和管理是十分必要的.本文主要采用定性分析和定量分析相结合,动态分析和静态分析相结合等研究方法,运用品牌理论、组织行为学理论、战略管理理论和风险管理理论对品牌延伸的决策和管理进行了初步探索。论文首先对课题的研究背景和研究现状进行了分析,从中确定了课题研究的重点和思路;然后,对品牌、品牌战略和品牌延伸等相关概念进行了界定,论证了品牌战略和品牌延伸的关系,并对品牌延伸相关理论进行了归纳,分析了品牌延伸的原理和规律;接着,对品牌延伸的几种模式进行了综合比较,根据战略管理理论构建了品牌延伸的决策体系,分析了品牌延伸对原有品牌的影响。最后,基于风险管理理论,提出对品牌延伸的风险进行管理,并建立了风险管理体系。本文的研究成果是构建了品牌延伸的决策、实施体系以及品牌延伸风险管理体系,进一步完善了品牌延伸理论,对品牌延伸策略的应用有一定的理论指导作用。更多还原

【Abstract】 With the development and opening of China economic and market, the competition in market becomes vigorously, the brand strategy is concerned by enterprises, and many brand strategies are known and used. Along with the vigorously competition and higher expense spending on market, the marketing cost and eliminate risk of new products are increasing. As one important marketing strategy, brand extension may overcome the difficulty and promote the brand asset. However, brand extension is a complicated activity, which is related to strategic environment, brand position, having direct affection to brand assets and the core competition ability. Meanwhile choose of the brand extension mode is affected by brand strategy in some degree; also, the brand strategy decides the application of brand extension. So it is necessary to study the decision and management of brand extension from the strategic angle.This paper uses qualitative analysis combined with quantitative analysis, dynamic analysis combined with static analysis and other methods to study the brand extension based on brand, psychology, brand strategy theory and risk management theory. First, fix the key point and way of research by analyzing the background and the present condition of the subject. Then, get the definition to brand, brand strategy and the brand extension, argument the relation between strategy and brand extension, and get a conclusion to the relative theories of brand extension, in further, get a research on the theory and regulation on brand extension. After that, make a comprehensive comparison among several extension modes, based on strategy theory to constructs a decision-making system of brand extension as well as analyze the extension influence on brand. At last, point out how to manage the extension risk and build up the risk management system based on risk management theory.The main research result is putting forward a decision-making system and risk management system of the brand extension. The study may advance the development of brand theory and have positive function on application of brand extension.更多还原