【摘要】： 本文結(jié)合作者在廣州本田公司多年的工作實踐和對公司各方面的綜合認(rèn)識,探討廣州本田公司推行品牌延伸策略的必要性和可行性,理清廣州本田推行品牌延伸的操作思路。 論文首先介紹了廣州本田公司的基本情況,包括公司概況、企業(yè)理念、面臨問題和未來發(fā)展藍(lán)圖,然后介紹了品牌延伸的概念、品牌延伸策略、品牌延伸的內(nèi)容,介紹了廣州本田公司在品牌延伸方面的現(xiàn)狀。論文結(jié)合廣州本田公司在開展品牌延伸過程中面臨的影響因素,從新產(chǎn)品入市成本降低、產(chǎn)銷能力提高、規(guī)模經(jīng)濟(jì)效益擴(kuò)大三個方面分析了公司開展品牌延伸策略的必要性。最后論文提出了廣州本田公司開展品牌延伸的八條具體操作思路,包括新產(chǎn)品與原產(chǎn)品之間的關(guān)聯(lián)程度分析,對所延伸品牌的價值與實力進(jìn)行全力的培育與客觀的評估,尋找并突出鞏固品牌某個核心特性的細(xì)分市場,發(fā)揮企業(yè)自主研發(fā)能力來構(gòu)建企業(yè)的自主品牌,不能放松對品牌所成功代表的原有產(chǎn)品的培育與改良,打造本田品牌和自主品牌同時產(chǎn)銷的雙品牌戰(zhàn)略,考慮對外兼并或結(jié)盟合作的品牌聯(lián)合延伸戰(zhàn)略,加強(qiáng)對品牌延伸管理來規(guī)避和防范品牌延伸的風(fēng)險。
[Abstract]:This paper discusses the necessity and feasibility of implementing brand extension strategy in Guangzhou Honda Company, and clarifies the operation thinking of Guangzhou Honda brand extension strategy, based on the author's many years' work practice and comprehensive understanding of Guangzhou Honda Company. The paper first introduces the basic situation of Guangzhou Honda Company, including the general situation of the company, enterprise concept, facing problems and future development blueprint, and then introduces the concept of brand extension, brand extension strategy, brand extension content. The present situation of Guangzhou Honda in brand extension is introduced. This paper analyzes the necessity of brand extension strategy in Guangzhou Honda Company from the following three aspects: lower cost of new product entering the market, higher production and marketing ability, and expansion of scale economic benefit, combined with the influencing factors in the process of brand extension in Guangzhou Honda Company. Finally, the paper puts forward eight concrete operational ideas for Guangzhou Honda to carry out brand extension, including the analysis of the relationship between the new product and the original product, the full cultivation and objective evaluation of the value and strength of the extended brand. Looking for and highlighting the market segment of consolidating a core characteristic of the brand, giving full play to the independent R & D ability of the enterprise to construct the independent brand of the enterprise, we cannot relax the cultivation and improvement of the original products represented by the brand successfully. In order to avoid and prevent the risk of brand extension, we should build a dual brand strategy of Honda brand and independent brand, consider the joint brand extension strategy of foreign merger or alliance cooperation, and strengthen the brand extension management to avoid and prevent the risk of brand extension.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F426.471

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