本文關(guān)鍵詞：品牌延伸的理論與戰(zhàn)略管理研究，由筆耕文化傳播整理發(fā)布。

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湘潭大學(xué)碩士學(xué)位論文品牌延伸的理論與戰(zhàn)略管理研究姓名:王蘇洲申請學(xué)位級別:碩士專業(yè):市場營銷管理指導(dǎo)教師:任天飛20050508AbstractBrand extension is widely applied in enterprises’ operation; someenterprises eed in brand extension, some fail. So studying thetheory of brand extension has important realistic meaning. Many failedbrand extensions indicate that there are many problems in the study ofbrand extension practice and theory. These problems mainly show thatstudiers mostly considering brand extension in premise that the brandhas been built, lacking unified standards in the factors of impellingbrand extension eeding, and using static and isolated standpoint tostudy it. So, this article proposes that we should study brand extensionfrom the strategic and dynamic perspective.Since brand extension strategy is the total scheme that guides thewhole of brand extension activities, we should go on strategicmanagement for brand extension. So in this article, I first elaborate theconcept and its bas... 內(nèi)容來自轉(zhuǎn)載請標(biāo)明出處.

  本文關(guān)鍵詞：品牌延伸的理論與戰(zhàn)略管理研究，，由筆耕文化傳播整理發(fā)布。