本文選題：品牌　切入點(diǎn)：品牌資產(chǎn)　出處：《浙江工業(yè)大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 品牌已經(jīng)成為企業(yè)在競(jìng)爭(zhēng)中的重要武器之一。我國(guó)自加入WTO之后,中國(guó)企業(yè)面臨著不出國(guó)門的國(guó)際競(jìng)爭(zhēng)。在市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈、產(chǎn)品同質(zhì)化程度越來(lái)越高的情況下,我國(guó)企業(yè)越來(lái)越關(guān)注品牌的作用。但是,國(guó)內(nèi)許多企業(yè)在運(yùn)用品牌戰(zhàn)略時(shí)卻出現(xiàn)了許多問(wèn)題,其中一個(gè)問(wèn)題就是品牌延伸的盲目性,這引起了許多學(xué)者的關(guān)注。學(xué)術(shù)界雖然對(duì)品牌的研究很多,然而,縱觀國(guó)內(nèi)有關(guān)品牌的論述,對(duì)品牌理論性的探討較少,這在一定程度上成為我國(guó)品牌走向世界的障礙。本文希望在品牌研究方面做一些貢獻(xiàn),就我國(guó)企業(yè)如何基于品牌資產(chǎn)來(lái)進(jìn)行品牌延伸的問(wèn)題進(jìn)行了初步的理論性探討。 品牌資產(chǎn)主要有三種概念模型。分別是基于財(cái)務(wù)會(huì)計(jì)、基于市場(chǎng)的品牌力以及基于消費(fèi)者的品牌資產(chǎn)概念模型。從現(xiàn)代品牌觀出發(fā),從消費(fèi)者的角度出發(fā),品牌應(yīng)該是屬于消費(fèi)者而不是企業(yè)。品牌只有得到消費(fèi)者的認(rèn)可和接受,才有價(jià)值可言。正是基于這一點(diǎn)本文接受基于消費(fèi)者的品牌資產(chǎn)的概念,并從心理學(xué)的角度對(duì)這個(gè)概念的涵義進(jìn)行了深入的探討。 品牌是企業(yè)最重要的無(wú)形資產(chǎn)。品牌資產(chǎn)是可以加以運(yùn)用的,很重要的一種方式是品牌延伸,將品牌運(yùn)用到新產(chǎn)品中。本文就如何基于品牌資產(chǎn)來(lái)進(jìn)行品牌延伸進(jìn)行了論述,在分析品牌資產(chǎn)是如何影響和制約品牌延伸的基礎(chǔ)上,得出一些對(duì)我國(guó)企業(yè)的品牌延伸策略具有指導(dǎo)意義的結(jié)論。 通過(guò)上述論述,為品牌延伸決策提供了思路,為基于品牌資產(chǎn)的品牌延伸戰(zhàn)略提供了較系統(tǒng)的理論基礎(chǔ),有助于決策人員在品牌延伸的操作中避免盲目性。
[Abstract]:Brand has become one of the most important weapons in the competition. After China's entry into WTO, Chinese enterprises are facing the international competition that cannot go abroad. With the market competition becoming more and more fierce, the degree of product homogeneity is becoming higher and higher. Chinese enterprises are paying more and more attention to the role of brand. However, many domestic enterprises have many problems in the use of brand strategy, one of which is the blindness of brand extension. This has attracted the attention of many scholars. Although there are many researches on brands in academic circles, however, throughout the domestic discussions on brands, there are few theoretical discussions on brands. To some extent, this paper hopes to make some contributions to the research of brand, and makes a preliminary theoretical discussion on how to carry out brand extension based on brand equity in Chinese enterprises. There are three conceptual models of brand equity, which are based on financial accounting, market-based brand strength and consumer-based brand equity. The brand should belong to the consumer, not the enterprise. The brand can only be valued if it is recognized and accepted by the consumer. It is based on this point that this paper accepts the concept of the brand equity based on the consumer. And from the angle of psychology, the meaning of this concept is discussed in depth. Brand is the most important intangible asset of enterprise. Brand equity can be used, and a very important way is brand extension. This paper discusses how to carry out brand extension based on brand equity. Based on the analysis of how brand equity influences and restricts the brand extension, some conclusions of guiding significance to the brand extension strategy of Chinese enterprises are obtained. Through the above discussion, it provides the train of thought for brand extension decision, provides a systematic theoretical basis for brand extension strategy based on brand equity, and helps decision makers to avoid blindness in the operation of brand extension.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

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