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文章在概览品牌管理文献的基础上,运用Alexander Chernev的品牌管理模型对九阳品牌管理的品牌识别、品牌内涵、品牌定位、品牌决策、品牌架构、品牌延伸六个方面的有效性进行分析,比较全面地概括了品牌管理的主要影响因素。研究得出:九阳股份公司在品牌管理有效性的研究是成功的,但是品牌延伸存在问题,这一点从九阳品牌进军大厨电市场时九阳产品销量业绩不佳也可以看出。根据品牌延伸模型,九阳品牌延伸产品与原产品关联性不强,品牌延伸产品的设计制造难度不强是其失败的根本原因。
Based on the literature of brand management, the article analyzes the effectiveness of six aspects of brand recognition, brand connotation, brand positioning, brand decision, brand structure and brand extension of Joyoung brand management by using Alexander Chernev’s brand management model A comprehensive overview of the main factors affecting brand management. The research shows that the research on the validity of brand management of Joyoung Co., Ltd is successful, but there are some problems in the brand extension. This can be seen from the poor sales performance of Joyoung products when it enters Joyoung Market. According to the brand extension model, the correlation between Joyoung brand extension products and original products is not strong, and the difficulty in designing and manufacturing the brand extension products is the root cause of its failure.