本文選題：家電業(yè) + 品牌延伸�。� 參考：《東北大學》2008年碩士論文

【摘要】：隨著企業(yè)進行多元化經(jīng)營,以及市場競爭越來越激烈,采用品牌延伸的家電企業(yè)也越來越多了。雖然品牌延伸對企業(yè)有有利的一面,但也有不利之處,所以實踐中家電企業(yè)品牌延伸成功和失敗的例子很多,通過論文的研究,針對家電行業(yè)提煉出一套品牌延伸的評價體系,從而減少家電品牌延伸中的“盲目性”,降低家電品牌延伸的風險,增大家電品牌延伸成功率。 論文在總結國內外學者研究成果的基礎上,結合對典型家電企業(yè)品牌延伸案例分析,將影響家電品牌延伸的關鍵因素分為4大類：核心品牌因素、消費者因素、內部環(huán)境因素、外部環(huán)境因素。并從理論上將此4類關鍵因素進一步分解為10個大評價指標和27個小評價指標,然后通過對消費者調查問卷和非消費者調查問卷的抽樣與統(tǒng)計處理,判定了各層評價指標的合理性。在此基礎上建立了中國家電品牌延伸效果評價體系,運用層次分析法確定了評價體系中各指標的單層次權重和綜合權重。 最后以海爾品牌向藥業(yè)和空調行業(yè)延伸來對所建立的品牌延伸評價模型進行實證分析。對比海爾向空調和藥品的延伸,海爾向空調延伸的可行性評價遠遠高于藥品。現(xiàn)實中海爾空調的發(fā)展一直都很順利,而海爾藥業(yè)的市場前景卻很不樂觀。所以本論文在實踐中對家電企業(yè)進行品牌延伸有一定的決策參考價值。
[Abstract]:As enterprises diversify and market competition becomes more and more fierce, more and more household appliance enterprises adopt brand extension.Although brand extension is beneficial to enterprises, it also has disadvantages. Therefore, there are many examples of success and failure of brand extension of household electrical appliances enterprises in practice. Through the research of this paper, a set of evaluation system of brand extension has been refined for the household appliance industry.In order to reduce the "blindness" in the brand extension of household appliances, reduce the risk of brand extension of household appliances, and increase the success rate of brand extension of household appliances.On the basis of summarizing the research results of domestic and foreign scholars, combined with the case analysis of the brand extension of typical household appliance enterprises, the key factors influencing the brand extension of household appliances are divided into four categories: core brand factor, consumer factor, internal environmental factor.External environmental factorsIn theory, the four key factors are further decomposed into 10 major evaluation indicators and 27 small evaluation indicators, and then the sampling and statistical processing of consumer questionnaire and non-consumer questionnaire are carried out.The rationality of each evaluation index is determined.On this basis, the evaluation system of the extension effect of Chinese household electrical appliances brand is established, and the single and comprehensive weight of each index in the evaluation system is determined by the analytic hierarchy process (AHP).Finally, Haier brand extension to pharmaceutical industry and air conditioning industry to establish the brand extension evaluation model for empirical analysis.Compared with Haier's extension to air conditioning and medicine, the feasibility evaluation of Haier's extension to air conditioning is much higher than that of drugs.In reality, the development of Haier air-conditioning has been very smooth, but Haier pharmaceutical market prospects are not very optimistic.So this paper has certain decision-making reference value to the household appliance enterprise brand extension in practice.
【學位授予單位】：東北大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F426.6

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本文編號：1738023