本文選題：奢侈品品牌 + 品牌延伸　； 參考：《南京師范大學(xué)》2008年碩士論文

【摘要】： 在激烈的市場競爭中,奢侈品企業(yè)為了維護(hù)和鞏固原品牌地位,增加品牌價值,紛紛采取品牌延伸的策略。一方面,國內(nèi)外的眾多研究表明奢侈品品牌的延伸力很強(qiáng);另一方面,失敗的奢侈品品牌延伸又屢見不鮮�？梢�,如何有效應(yīng)用品牌延伸策略成為奢侈品品牌生存與發(fā)展的關(guān)鍵。市場外部環(huán)境因素、企業(yè)內(nèi)部環(huán)境因素、營銷因素等都影響了品牌延伸策略的成功應(yīng)用,而最終決定其成敗的關(guān)鍵是消費(fèi)者對延伸產(chǎn)品的態(tài)度,即消費(fèi)者的評價。因此,本文將從消費(fèi)者角度研究影響奢侈品品牌延伸的因素。 本文在詳細(xì)分析了中國奢侈品的主要消費(fèi)群體“中產(chǎn)人群”以及奢侈品品牌豐富的可轉(zhuǎn)移資產(chǎn)的基礎(chǔ)上,本文認(rèn)為奢侈品品牌延伸的關(guān)鍵是品牌文化的延伸,并提出了影響“中產(chǎn)人群”評價奢侈品品牌延伸的五個因素:原品牌品質(zhì)認(rèn)知、品牌偏好、品牌象征性聯(lián)想一致性、延伸產(chǎn)品的制造難度以及產(chǎn)品關(guān)聯(lián)性。根據(jù)消費(fèi)者評價奢侈品品牌延伸產(chǎn)品完整的三個心理過程,可知:原品牌品質(zhì)認(rèn)知對延伸評價的影響沒有明顯的差異;品牌偏好與品牌象征性聯(lián)想一致性對延伸評價有正面影響;延伸產(chǎn)品的制造難度越低,延伸評價越高;產(chǎn)品關(guān)聯(lián)性就表現(xiàn)為品牌象征性聯(lián)想一致性。企業(yè)可以從這幾個方面考察奢侈品品牌延伸策略的應(yīng)用,使品牌延伸成功地成為奢侈品品牌運(yùn)營的階段性調(diào)整與品牌資產(chǎn)的有效利用。
[Abstract]:In the fierce market competition, the luxury enterprises in order to maintain and consolidate the original brand, increase brand value, have adopted the strategy of brand extension. On the one hand, numerous studies show that stretching force of luxury brand is very strong; on the other hand, the failure of the luxury brand extension and It is often seen.. Therefore, how to effectively use the brand luxury brand extension strategy is the key to the survival and development of the market. The external environment factors and internal environment factors, marketing factors affecting the successful application of brand extension strategy, and ultimately determine its success is the key to the extension of the product consumer attitudes, consumer evaluation. Therefore, the study on the influencing factors of luxury brand extension from the point of view of consumers.
Based on the detailed analysis of the major consumer groups "Chinese luxury middle people" and the luxury brand can be rich in the transfer of assets, this paper argues that the key of luxury brand extension is the extension of brand culture, and put forward the "five factors affecting the middle crowd" luxury brand extension evaluation: the perceived quality of the brand, brand preference, Brand Symbolic Association consistency, the difficulty of manufacturing extension products and product association. According to the three aspects of psychological process, consumer evaluation of luxury brand extension product complete the original brand quality perception and its impact on extension evaluation has no obvious difference; brand preference and Brand Symbolic Association consistency has a positive impact on extension the difficulty of making evaluation; the extension of the product is low, the higher the product extension evaluation; correlation on the performance of Brand Symbolic Association of enterprises from the consistency. These aspects examine the application of luxury brand extension strategy, making brand extension successfully become the stage adjustment of luxury brand operation and effective utilization of brand equity.

【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 王偉;奢侈品二線品牌延伸研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2009年

2 陳凌燕;F跨國眼鏡公司品牌策略研究[D];蘇州大學(xué);2012年

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本文編號：1742590