本文選題：品牌　切入點(diǎn)：品牌種群　出處：《武漢理工大學(xué)》2008年碩士論文

【摘要】： 著名營(yíng)銷專家勞瑞·萊特(Larry Light)曾經(jīng)指出:“未來的營(yíng)銷是品牌的戰(zhàn)爭(zhēng)—品牌互爭(zhēng)長(zhǎng)短的競(jìng)爭(zhēng),商界與投資者將認(rèn)清品牌才是公司最寶貴的資產(chǎn),擁有市場(chǎng)比擁有工廠重要得多,唯一擁有市場(chǎng)的途徑就是具備市場(chǎng)優(yōu)勢(shì)的品牌。” 隨著經(jīng)濟(jì)全球化的到來,市場(chǎng)競(jìng)爭(zhēng)越來越激烈,采用多元化經(jīng)營(yíng)戰(zhàn)略成為不少企業(yè)最現(xiàn)實(shí)的選擇。對(duì)于擁有品牌資源的企業(yè)來說,在實(shí)施多元化戰(zhàn)略中,將品牌進(jìn)行適當(dāng)?shù)难由炀涂梢赃_(dá)到很好的效果。但如果品牌過度地延伸,延伸的規(guī)模超出了可以承受的范圍,可能落入品牌延伸的“陷阱”,對(duì)原品牌還會(huì)造成巨大的傷害。在實(shí)踐中,品牌延伸成功或失敗的案例不勝枚舉,因此通過論文的研究,提煉出系統(tǒng)的理論來指導(dǎo)企業(yè)品牌延伸的實(shí)踐活動(dòng),從而規(guī)避品牌延伸中的“陷阱”,具有重大的理論意義和實(shí)踐意義。 本文的研究是結(jié)合了生態(tài)學(xué)中諸多原理和品牌延伸相關(guān)理論進(jìn)行的,是一次較新的研究嘗試。一方面希望能夠?yàn)槠髽I(yè)提供品牌延伸決策的部分參考依據(jù),另一方面希望能夠?yàn)槠放蒲由旆矫娴难芯刻峁┬碌囊暯呛退悸贰?論文應(yīng)用文獻(xiàn)法全面分析了國(guó)內(nèi)外10多年來品牌延伸理論的研究現(xiàn)狀,發(fā)現(xiàn)對(duì)品牌延伸的合理規(guī)模問題還很少有學(xué)者涉足,從而明確了本論文的研究方向。論文對(duì)品牌、品牌生態(tài)管理、品牌資產(chǎn)、品牌延伸、品牌延伸規(guī)模的內(nèi)涵進(jìn)行了界定。以品牌生態(tài)學(xué)和行為生態(tài)學(xué)作為理論基礎(chǔ),借用行為生態(tài)學(xué)的關(guān)聯(lián)指數(shù)模型,來構(gòu)建品牌延伸規(guī)模的關(guān)聯(lián)指數(shù)模型,從中得出了品牌延伸規(guī)模的三個(gè)決定因素:品牌種群的關(guān)聯(lián)性、品牌資產(chǎn)、品牌延伸成本。采用AHP法分析了這三個(gè)因素對(duì)品牌延伸規(guī)模的影響程度。論文結(jié)合案例,應(yīng)用綜合評(píng)價(jià)法的理論,建立了品牌延伸規(guī)模的評(píng)估模型,結(jié)合專家的評(píng)分,對(duì)海爾和飛利浦的品牌延伸規(guī)模進(jìn)行了對(duì)比評(píng)估。從二者的對(duì)比分析中,得出海爾品牌延伸規(guī)模相對(duì)于飛利浦是不合理,并對(duì)海爾品牌延伸的規(guī)模如何調(diào)節(jié)來使其規(guī)模更加合理提出了一些對(duì)策和建議。最后論文對(duì)全文進(jìn)行總結(jié),歸納了具有創(chuàng)新意義的工作,并對(duì)進(jìn)一步的研究提出了展望。
[Abstract]:Larry Lightlight, a leading marketing expert, once pointed out: "the future of marketing is the war of brands-the competition between brands, and business and investors will recognize that brands are the company's most valuable asset and that owning a market is much more important than owning a factory.The only way to have a market is to have a market advantage of the brand. "With the arrival of economic globalization, market competition is becoming more and more fierce, and adopting diversified management strategy has become the most realistic choice for many enterprises.For the enterprises with brand resources, in the implementation of diversification strategy, the appropriate extension of the brand can achieve good results.However, if the brand extends excessively, the scale of the extension is beyond the range that it can bear, and it may fall into the "trap" of brand extension, which will cause great harm to the original brand.In practice, the successful or failed cases of brand extension are endless, so through the research of this paper, the systematic theory is extracted to guide the practice of brand extension, so as to avoid the "trap" in brand extension.It is of great theoretical and practical significance.The research in this paper combines many principles of ecology and brand extension theory, and is a relatively new research attempt.On the one hand, it hopes to provide some reference basis for brand extension decision, on the other hand, it hopes to provide a new perspective and train of thought for brand extension research.This paper applies the literature method to analyze the research status of brand extension theory at home and abroad for more than 10 years, and finds that few scholars have set foot in the reasonable scale of brand extension, so that the research direction of this paper is clear.This paper defines the connotation of brand, brand ecological management, brand equity, brand extension and brand extension scale.On the basis of brand ecology and behavioral ecology, the relevance index model of brand extension scale is constructed by using the relevance index model of behavioral ecology.Three determinants of brand extension scale are obtained: the relevance of brand group, brand equity and brand extension cost.AHP method is used to analyze the influence of these three factors on brand extension scale.Based on the case study and the theory of comprehensive evaluation, this paper establishes the evaluation model of brand extension scale, and compares the brand extension scale of Haier and Philips with the evaluation of experts.From the comparative analysis of the two, it is concluded that the scale of Haier brand extension is unreasonable compared with Philips, and some countermeasures and suggestions on how to adjust the scale of Haier brand extension to make its scale more reasonable are put forward.Finally, the paper summarizes the full text, summarizes the innovative work, and puts forward the prospects for further research.
【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)】：F273.2

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本文編號(hào)：1703927