品牌重叠现象在市场中普遍存在,但学术界一直缺乏对品牌重叠具体概念和机理的系统性研究。本文通过考察国内外与品牌重叠相关的大量文献,在文献研究的基础上对品牌重叠相关问题进行了深入分析,主要对品牌重叠的概念定义、内涵特性、产生机理、存在类型等方面进行了较为系统的理论探讨,并总结了国内外品牌重叠相关问题研究的发展状况、趋势以及所存在的一些突出问题。 The phenomenon of brand overlap is common in the market, but there is a lack of systematic research on the specific concept and mechanism of brand overlap in academia. Based on the literature research, this article has carried on the thorough analysis to the brand overlap related question, has mainly carried on to the brand definition concept, the connotation characteristic, the generation mechanism, the existence type and so on System theory, and summarizes the development of domestic and international brand overlap related issues, trends and some of the outstanding problems.