【作者】 赵莹；

【导师】 邴红艳；

【作者基本信息】 辽宁大学 ， 企业管理， 2013， 硕士

【摘要】 随着社会经济的不断发展，产品同质性增强，市场竞争日趋激烈。在这样快速发展的市场经济下，品牌逐渐得到消费者和企业的关注。优秀的品牌能够得到消费者的认可，从而使企业抢占市场先机，获得更高的市场收益。品牌延伸策略就是在这样的背景下应运而生的。品牌延伸是促使新产品快速进入市场的一种策略，即将企业在市场上已经成功的并且具有一定影响的成熟品牌用于与核心产品不同的新产品上。这一策略能够降低新产品进入市场的风险和成本，使消费者更容易接受，从而提升了新产品在市场中取得成功的机率。但是，品牌延伸策略也同样伴随着潜在的风险，如果使用不当会造成严重的损失，会抑制新产品的发展，甚至会损害原品牌的形象。因此，恰当的运用品牌延伸策略对企业的发展是至关重要的。消费者被视为产品的最终评价者，他们的评价会直接决定产品的命运，因此，消费者对品牌延伸评价的高低会直接影响品牌延伸策略能否取得成功。本研究首先以文献综述的方式回顾了品牌延伸的概念、品牌延伸的消费者评价过程以及消费者对品牌延伸评价的影响因素；其次，以Aaker&Keller的品牌延伸评价模型为基础，作相应调整后，最终形成了一个新的品牌延伸评价模型。同时，本研究选择了我国耐用消费品中的知名品牌为目标进行了问卷调查，在辽宁省各市收集受访者样本。再次，利用SPSS18.0统计软件对收集的数据进行了统计分析，验证原品牌感知质量、原品牌可信度、关联度、品牌宽度、消费者经验对延伸评价的影响及其影响程度，并且把关联度看作是独立的测量变量，以替代性、互补性和转移性作为衡量关联度的三个维度；同时，本论文也考虑了原品牌感知质量和原品牌可信度在品牌宽度与延伸评价之间的中介影响；最后，对本论文进行了总结，并指出论文存在的局限以及对未来研究的展望。更多还原

【Abstract】 With the continuous development of social economy, the product homogeneity ismore and more high, the product life cycle is also increasingly shorter, which makesmarket competition intensified. Under the situation, brand gain the attention of theenterprise and the consumer. Good brand can capture the hearts of the consumers, and itmakes the enterprise in the fierce market competition, which obtain higher returns. Brandextension strategy comes into being in this context.Brand extension is that the enterprise will use a famous brand or an influential themature brand of famous products on the new products different as the original ones,which makes the new product into the market quickly. The strategy can reduce the riskand cost of new products into the market, which is more likely to make consumers acceptand improves the possibility of success in the market of new products. But the brandextension strategy is also along with the potential risks. Improper use can seriouslydamage the development of new products. Consumer is ultimately evaluators ofextension products, their evaluation of brand extension can directly decide the fate of theextension of product, so the success of brand extension strategy depends on theconsumers would be able to make a positive evaluation of extension products whether ornot.This study reviewed the evaluation process and the influencing factors of the brandextension in the form of literature review. With Keller and Aaker build brand extensionevaluation model as the basic model, and adjust the related factors of the model, whichconstitutes a new model of brand extension evaluation. At the same time, the studychoose the famous brand in China as target investigating the consumers.Thequestionnaire survey collects samples from cities in Liaoning province. The study useSPSS18.0statistical software for statistical analysis of the collected data to verify theoriginal perceived brand quality, the original brand credibility, correlation degree, brandwidth, the consumer experience as factors affecting the extension evaluation. And thecorrelation degree as independent measurement variables, measures with alternative,complementary and transitivity as a measure of correlation between three dimensions. Atthe same time, the study also takes into account intermediary influence of the original brand’s perception of the quality and the original brand credibility between brand widthand extension evaluation.Finally, the main research conclusions of this study are summarized, including themain research conclusion and the deficiency of research and on the outlook for the futureresearch direction.更多还原