论文部分内容阅读
随着市场竞争日益激烈,新产品的市场导入面临着越来越大的风险,品牌延伸策略成为新产品推广的利器。作为企业品牌经营的重要策略,品牌延伸一直备受学术界的关注。目前理论界的研究主要偏重于定性方面,文章尝试从定量角度构建消费者对品牌延伸评价的数学模型及提出一些建议,为企业品牌管理提供参考与借鉴。
With the increasingly fierce market competition, the market introduction of new products is facing more and more risks. The brand extension strategy has become a weapon for promoting new products. As an important strategy of the brand management of an enterprise, the brand extension has always been the subject of academic attention. At present, the theoretical research mainly focuses on the qualitative aspects. The article attempts to build a mathematical model of consumers’ brand extension evaluation from quantitative perspective and puts forward some suggestions to provide reference and reference for enterprise brand management.