本文關(guān)鍵詞： 品牌延伸 營(yíng)銷傳播 關(guān)聯(lián)度　出處：《武漢理工大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 20世紀(jì)中后期,隨著市場(chǎng)競(jìng)爭(zhēng)程度加劇、產(chǎn)品生命周期縮短以及廣告費(fèi)用的日益增加,企業(yè)在推出新產(chǎn)品時(shí)面臨越來(lái)越大的風(fēng)險(xiǎn)。為了提高新產(chǎn)品的成功率,越來(lái)越多的企業(yè)采用品牌延伸策略,而不是開創(chuàng)新品牌。企業(yè)在實(shí)施品牌策略時(shí)必須對(duì)品牌延伸的條件、運(yùn)行規(guī)律和影響要素有充分的了解。 本文主要關(guān)注營(yíng)銷傳播對(duì)于品牌延伸成敗的影響。有效的營(yíng)銷傳播手段,能引導(dǎo)消費(fèi)者對(duì)企業(yè)的品牌延伸有正確認(rèn)識(shí),避免品牌延伸對(duì)核心品牌可能造成的負(fù)面影響,提高品牌延伸的成功率。反觀我國(guó)企業(yè)在品牌延伸過程中的營(yíng)銷傳播活動(dòng),存在諸多問題。企業(yè)對(duì)品牌延伸缺乏理性的思考和科學(xué)的分析,對(duì)消費(fèi)者的心理感受缺乏足夠的重視和研究。企業(yè)的營(yíng)銷傳播過于注重產(chǎn)品本身的性能、賣點(diǎn),而忽略延伸產(chǎn)品與母品牌之間的關(guān)聯(lián),致使母品牌的影響力得不到發(fā)揮,進(jìn)而使延伸產(chǎn)品不能獲得消費(fèi)者的認(rèn)可�？v有強(qiáng)大的營(yíng)銷傳播攻勢(shì),品牌延伸也如石沉大海,難以達(dá)到預(yù)期效果。由此可見,研究品牌延伸語(yǔ)境下的營(yíng)銷傳播策略具有重要的現(xiàn)實(shí)意義。 本文在廣泛收集品牌延伸理論相關(guān)文獻(xiàn)資料的基礎(chǔ)上,首先從品牌強(qiáng)勢(shì)度、關(guān)聯(lián)度、企業(yè)內(nèi)部因素、外部環(huán)境因素這四個(gè)方面總結(jié)了影響品牌延伸成敗的關(guān)鍵因素。品牌延伸的營(yíng)銷傳播與一般的產(chǎn)品促銷和品牌傳播有所不同,其特殊性正是由這些因素決定的。根據(jù)上述四方面因素,本文構(gòu)建了品牌延伸可行性評(píng)價(jià)的指標(biāo)體系,運(yùn)用層次分析法和模糊綜合評(píng)價(jià)法相結(jié)合的數(shù)學(xué)方法對(duì)品牌延伸的可行性進(jìn)行綜合評(píng)價(jià)。本文認(rèn)為關(guān)聯(lián)度作為可控因素,是企業(yè)制定品牌延伸營(yíng)銷傳播策略的主要依據(jù)。根據(jù)關(guān)聯(lián)度的綜合評(píng)價(jià)結(jié)果,本文分析了不同關(guān)聯(lián)度情況下品牌延伸的營(yíng)銷傳播策略,即低關(guān)聯(lián)度品牌延伸的營(yíng)銷傳播策略、中等關(guān)聯(lián)度品牌延伸的營(yíng)銷傳播策略、高關(guān)聯(lián)度品牌延伸的營(yíng)銷傳播策略。最后,本文通過海爾品牌延伸的案例分析,演示了AHP—模糊綜合評(píng)價(jià)法在品牌延伸決策中的應(yīng)用。 本研究指出了品牌延伸營(yíng)銷傳播的特殊性和重要意義,并且為企業(yè)制訂品牌延伸的營(yíng)銷傳播策略提供了一條思路,即通過構(gòu)建數(shù)學(xué)模型分析品牌延伸的可行性及其各影響因素(尤其是關(guān)聯(lián)度因素)的滿足程度,以此為依據(jù)制訂品牌延伸的營(yíng)銷傳播策略。這為企業(yè)品牌延伸的科學(xué)決策提供一定的理論和實(shí)踐上的參考。
[Abstract]:In 20th century, with the intensification of market competition, the shortening of product life cycle and the increasing cost of advertising, enterprises are facing more and more risks in introducing new products. More and more enterprises adopt brand extension strategy instead of creating new brand. This paper focuses on the influence of marketing communication on the success or failure of brand extension. Effective means of marketing communication can guide consumers to have a correct understanding of brand extension of enterprises and avoid the possible negative impact of brand extension on core brands. To improve the success rate of brand extension, there are many problems in the marketing and communication activities of Chinese enterprises in the process of brand extension. The enterprises lack rational thinking and scientific analysis of brand extension. The marketing communication of the enterprise pays too much attention to the performance and selling point of the product itself, but neglects the connection between the extended product and the parent brand, which causes the influence of the parent brand not to be brought into play. So that the extended product can not be recognized by consumers. Even if there is a strong marketing and communication offensive, brand extension is also like the sea, it is difficult to achieve the desired results. It is of great practical significance to study the marketing communication strategy in the context of brand extension. Based on the extensive collection of literature on brand extension theory, this paper begins with the brand strength, the correlation degree, and the internal factors of the enterprise. These four aspects of external environmental factors sum up the key factors that affect the success or failure of brand extension. The marketing communication of brand extension is different from that of general product promotion and brand communication. Its particularity is determined by these factors. According to the above four factors, this paper constructs the index system of the feasibility evaluation of brand extension. The feasibility of brand extension is evaluated synthetically by using the mathematical method of AHP and fuzzy comprehensive evaluation. It is the main basis for enterprises to formulate brand extension marketing communication strategy. According to the comprehensive evaluation results of correlation degree, this paper analyzes the marketing communication strategy of brand extension under different correlation degree, that is, the marketing communication strategy of brand extension with low correlation degree. Finally, this paper demonstrates the application of AHP- fuzzy comprehensive evaluation method in brand extension decision through the case analysis of Haier brand extension. This study points out the particularity and significance of brand extension marketing communication, and provides a train of thought for enterprises to formulate brand extension marketing communication strategy. That is to analyze the feasibility of brand extension and the degree of satisfaction of each influencing factor (especially the correlation factor) by constructing mathematical model. Based on this, the marketing communication strategy of brand extension is formulated, which provides a certain theoretical and practical reference for the scientific decision of brand extension.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 田慧;我國(guó)藥品品牌傳播中的問題與對(duì)策[D];南京師范大學(xué);2011年

2 周雪;品牌延伸的消費(fèi)者行為模式研究[D];天津大學(xué);2011年

3 董鳳杰;新形勢(shì)下五糧液集團(tuán)公司的品牌延伸戰(zhàn)略研究[D];西南財(cái)經(jīng)大學(xué);2011年

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本文編號(hào)：1530642