论文部分内容阅读
近年来,全球企业界已从产品经营发展到了品牌经营阶段,而品牌经营的一个重要内容就是品牌延伸。品牌延伸的目的是在已经确立品牌地位的基础上,将原有品牌资产价值延伸到产品线或新产品上,实现品牌整合支持体系,强化品牌价值,获得更大的市场回报。现在,品牌延伸已成为企业发展战略的核心内容之一。目前国内外关于品牌延伸问题的研究主要集中在三个方面：关于品牌延伸策略的认识、关于品牌延伸要素的研究和关于品牌延伸价值的评估。本文主要从战略角度对品牌延伸的效果和价值,影响品牌扩张有效性的因素,品牌延伸战略的运用等方面进行分析研究。
In recent years, the global business community has developed from product management to brand management stage, and brand management is an important part of brand extension. The purpose of brand extension is based on the status of the brand has been established, the value of the original brand assets will be extended to product lines or new products, to achieve brand integration support system, strengthen brand value, greater market returns. Now, the brand extension has become one of the core elements of enterprise development strategy. At present, the research on brand extension at home and abroad mainly focuses on three aspects: understanding of brand extension strategy, research on brand extension factors and evaluation of brand extension value. This article mainly analyzes and studies the effect and value of brand extension, the factors that affect the effectiveness of brand expansion and the application of brand extension strategy from a strategic perspective.