【作者】 刘媛媛；

【导师】 花建锋；

【作者基本信息】 天津大学 ， 企业管理， 2014， 硕士

【摘要】 品牌延伸是企业推出新产品时有效的营销策略,不仅减少营销成本而且增加了原有品牌的品牌资产。因此,品牌延伸策略越来越受到企业的青睐。但是,品牌延伸策略运用不当,可能会损坏母品牌形象,扰乱母品牌定位以及容易造成消费者的心理冲突等问题。因此,对品牌延伸的作用机理及其影响因素的研究成为学者们研究的热点问题。但是,大多数研究都是从个别方面对品牌延伸的影响进行分析,研究角度较为分散。而且目前我国专门针对老字号品牌延伸的文章近乎空白,现有的少量研究也都是从老字号品牌的一般层次进行分析,没有对目前存在的老字号进行分类的实证分析,这也是本文的一个切入点和创新点。本文在A&K模型的基础上,以中国文化为背景,针对老字号自身的特点,在研究的过程中加入零售商的形象作为研究变量,并且将契合度分为品牌层面契合度和产品层面契合度两个维度,以此构建了新的理论模型。为了进一步的对老字号进行研究分析,提出老字号的分类矩阵模型,并通过一定的实证分析,利用spss统计软件进行多元线性回归分析,得出原品牌的感知质量、契合度、延伸产品的制造难度以及零售商的形象这四个因素各自所占的权重,根据分类矩阵模型中四种不同类型的老字号品牌,得出相应的营销启示。本文共有五章,第一章根据国内老字号市场状况提出本文的研究意义和研究内容。第二章主要是进行文献综述,包括相关概念介绍、品牌延伸的影响因素以及老字号的相关研究现状。第三章介绍了本文的理论模型及实验设计,是本文的核心内容。第四章为实证部分,通过相关的数据处理,对影响品牌延伸的四大因素所占权重进行分析。第五章是研究结论与展望,根据实验结果得出主要的研究结论以及老字号品牌的营销启示。更多还原

【Abstract】 Brand extension has become an effective marketing model to introduce a new product. From the corporate brand extension strategy.It is not only reducing the cost, but also making full use of intangible assets. So, brand extension is more and more popular. But if it has been used undeserved, itmay do harm to the image of its mother brand,destroy mother brand’s positioning or collide with psychological barriers. So the researches on the influencing factors of brand extension is becoming more and more important. However, most researchers analyzed this problem in one perspective, the angle is dispersed. And there is a few papers on brand extension of time-honored brand. The present study analysis the time-honored brand in a general level. This paper will innovate and exploit from these points.This paper aims to build a theory model and provide reference for the revival of China’s time-honored brands. To achieve this aim, it exploresthe applicability of the classic brand extension theory to the time-honored brands on the basis of A&K model and the characteristics of such brands and in the context of the Chinese culture. The image of retailers is used as a new variable and fit is considered at thebrand and productlevels. To better analyze the time-honored brands, the classification matrix of time-honored brands is built on the basis of such classification.And the factor analysis and multiple linear regression method are uesd to test the model.The text of this paper is divided into five chapters.The first chapter is introduction which summarily introduces this paper’s backgroud and major innovation points. The second chapter is literature review, recalling the definition of brand, the influcing factors of the evaluation of extension products, and the development of the brand extension of the time-honored brands. The third chapter as the key of this article,introduce the new model and the design of experiment. The fourth chapter for empirical part. The fifth chapter summarizes all the work of this thesis, and give some shortcomings in the research process and some suggestions for future research.更多还原