本文選題：品牌 + 品牌延伸　； 參考：《寧波大學(xué)》2009年碩士論文

【摘要】： 品牌戰(zhàn)略日益受到企業(yè)重視,創(chuàng)建一個新品牌耗資巨大,風(fēng)險巨大。而利用現(xiàn)有品牌推出新產(chǎn)品不僅節(jié)省了大量的資金和時間成本,也更容易接近消費(fèi)者并獲得消費(fèi)者的信賴,以達(dá)到占領(lǐng)市場的目的,同時也降低了失敗的風(fēng)險。然而,品牌延伸戰(zhàn)略決策與許多因素有關(guān),具有了較大的風(fēng)險性和可變性。因此,對品牌延伸策略選擇的研究具有重要的理論意義和實(shí)踐意義。 在我國進(jìn)行品牌延伸的企業(yè)居多,但能根據(jù)實(shí)際在消費(fèi)者研究基礎(chǔ)之上進(jìn)行延伸的企業(yè)很少。主要存在兩方面的問題:一是品牌延伸缺乏理性的思考。企業(yè)選擇延伸的理由只是看到獲得成功企業(yè)的利潤,不能根據(jù)本企業(yè)的實(shí)際情況而盲目仿效;二是主觀地選擇延伸策略,缺乏對市場競爭的復(fù)雜性、激烈性的分析,忽略對消費(fèi)者心理的了解和分析。 本文從對品牌以及品牌延伸的概念界定入手,對原品牌和延伸產(chǎn)品的相似性等國內(nèi)外研究作了系統(tǒng)的整理,在此基礎(chǔ)之上,對品牌延伸概念進(jìn)行了界定;并對品牌延伸戰(zhàn)略中的兩大關(guān)鍵點(diǎn)——品牌定位和品牌核心價值進(jìn)行了介紹和分析;借助情感遷移和聯(lián)想需求模型探討了品牌延伸中消費(fèi)者心理機(jī)制的作用機(jī)理,闡明了消費(fèi)者因素在企業(yè)品牌延伸中的重要意義;借鑒了Aaker和Keller的品牌延伸評價模型,對我國企業(yè)知名品牌進(jìn)行了假設(shè)延伸研究,對影響品牌延伸的主要因素進(jìn)行了量化分析。利用列表的形式總結(jié)了目前我國企業(yè)進(jìn)行品牌延伸時所選用的主要策略,提出了在消費(fèi)者認(rèn)知基礎(chǔ)上的品牌延伸策略的選擇,并借助海爾集團(tuán)的延伸成功進(jìn)行了理論驗(yàn)證。以此希望為我國企業(yè)進(jìn)行品牌延伸時起一定的指導(dǎo)和參考作用。
[Abstract]:Brand strategy is paid more and more attention by enterprises. Creating a new brand is expensive and risky. The introduction of new products with existing brands not only saves a lot of money and time costs, but also makes it easier to get close to consumers and gain their trust, in order to achieve the goal of occupying the market, but also reduces the risk of failure. However, brand extension strategy decision is related to many factors, with greater risk and variability. Therefore, the study of brand extension strategy selection has important theoretical and practical significance. Most enterprises carry on brand extension in our country, but few enterprises can extend on the basis of consumer research. There are two main problems: first, brand extension lack of rational thinking. The reason for enterprises to choose extension is only to see the profits of successful enterprises, which can not be blindly emulated according to the actual situation of the enterprises; second, to choose the extension strategy subjectively, which lacks the analysis of the complexity and intensity of market competition. Ignore the understanding and analysis of consumer psychology. This paper begins with the definition of brand and brand extension, and makes a systematic arrangement of the similarities between the original brand and the extended product at home and abroad, on the basis of which, the concept of brand extension is defined. It also introduces and analyzes the two key points in brand extension strategy-brand positioning and brand core value, and discusses the mechanism of consumer psychological mechanism in brand extension with the help of emotional transfer and associative demand model. This paper expounds the significance of consumer factors in the brand extension of enterprises, uses the brand extension evaluation model of Aaker and Keller for reference, studies the hypothetical extension of well-known brands in our country, and analyzes the main factors influencing brand extension quantitatively. This paper summarizes the main strategies used by Chinese enterprises in brand extension in the form of list, puts forward the choice of brand extension strategy based on consumers' cognition, and verifies the theory with the help of Haier Group's successful extension. In this way, we hope to play a guiding and reference role for Chinese enterprises in brand extension.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 吳芬,謝小平;從消費(fèi)者心理角度研究跨行業(yè)品牌延伸[J];商業(yè)研究;2004年22期

2 李冉;周波;;淺議品牌延伸戰(zhàn)略[J];商業(yè)研究;2006年02期

3 鄭小勇;;品牌寬度與消費(fèi)者對品牌認(rèn)同度的關(guān)系研究[J];工業(yè)技術(shù)經(jīng)濟(jì);2007年05期

4 鄭亞春;;品牌延伸策略存在的問題及其對策[J];黑龍江對外經(jīng)貿(mào);2006年02期

5 董大海,金玉芳;作為競爭優(yōu)勢重要前因的顧客價值:一個實(shí)證研究[J];管理科學(xué)學(xué)報;2004年05期

6 周灼維;;品牌延伸對母品牌的影響[J];經(jīng)濟(jì)論壇;2006年01期

7 李維謙;;品牌延伸風(fēng)險決策分析[J];經(jīng)濟(jì)師;2008年01期

8 牟淑云,于文凱;企業(yè)運(yùn)用品牌延伸策略分析[J];商業(yè)經(jīng)濟(jì);2004年11期

9 楊兔珍;;品牌延伸的風(fēng)險及對策研究[J];經(jīng)濟(jì)問題;2006年03期

10 金玉芳;董大海;劉瑞明;;消費(fèi)者品牌信任機(jī)制建立及影響因素的實(shí)證研究[J];南開管理評論;2006年05期

，

本文編號：1854024