【摘要】： 本文以品牌延伸相關(guān)理論為基礎(chǔ),通過(guò)對(duì)品牌延伸的定義、理論表述、策略分析等進(jìn)行研究,結(jié)合關(guān)系營(yíng)銷(xiāo)相關(guān)理論,將品牌延伸的主要策略運(yùn)用到江西移動(dòng)“神州行”品牌的延伸實(shí)施中。本文通過(guò)對(duì)江西移動(dòng)“神州行”品牌經(jīng)營(yíng)環(huán)境及SWOT分析與研究,解析該品牌經(jīng)營(yíng)擁有的優(yōu)勢(shì)與凸顯的劣勢(shì)、面臨的機(jī)遇與潛在的威脅,進(jìn)行“神州行”品牌延伸的策略研究:其中包括產(chǎn)品線延伸策略,向上延伸、向下延伸和平行延伸和依據(jù)品牌內(nèi)涵的基于關(guān)系營(yíng)銷(xiāo)基礎(chǔ)上的品牌延伸策略。通過(guò)對(duì)江西移動(dòng)“神州行”品牌延伸策略的探討,以提升品牌價(jià)值表現(xiàn)、延伸品牌生命周期、進(jìn)行品牌擴(kuò)張等方面的創(chuàng)新思維和方式,在充分分析產(chǎn)品相關(guān)者的基礎(chǔ)上,實(shí)施品牌延伸策略,在品牌運(yùn)營(yíng)上取得良好效果,成為支撐企業(yè)新的利潤(rùn)增長(zhǎng)點(diǎn)的有力策略。
[Abstract]:Based on the theory of brand extension, this paper studies the definition, theory expression and strategy analysis of brand extension, and combines the related theory of relationship marketing. The main strategy of brand extension is applied to the brand extension of Jiangxi Mobile. Based on the analysis and research of Jiangxi Mobile's "Shenzhou" brand management environment and SWOT, this paper analyzes the advantages and disadvantages, opportunities and potential threats faced by the brand management. The research of brand extension strategy includes product line extension strategy, upward extension strategy, downward extension strategy and parallel extension strategy, and brand extension strategy based on relationship marketing based on brand connotation. In order to improve brand value performance, extend brand life cycle, carry out brand expansion and so on, this paper discusses the brand extension strategy of Jiangxi Mobile, on the basis of fully analyzing the product related person, the author of this paper discusses the brand extension strategy of Jiangxi Mobile in order to improve brand value performance, extend brand life cycle and carry out brand expansion. The implementation of brand extension strategy has achieved good results in brand operation, and has become a powerful strategy to support the new profit growth point of enterprises.
【學(xué)位授予單位】：貴州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2;F626

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