从20世纪90年代开始,全球企业界已从产品销售发展到品牌销售这一高级阶段,从而进入了品牌经营、品牌竞争的新时代。差不多与此同时,我国出版业也步入了品牌竞争的新阶段。 品牌经营、品牌竞争的一个重要战略是品牌延伸。何谓品牌延伸呢?所谓品牌延伸,是指利用已获得成功的品牌来推出新产品,使新产品投放市场伊始即获得原有的品牌优势支持。品牌延伸的目的是实现 Since the 1990s, the global business community has moved from product sales to brand sales, entering a new era of brand management and brand competition. Almost at the same time, our publishing industry has entered a new stage of brand competition. Brand management, brand competition is an important strategy of brand extension. What is brand extension? The so-called brand extension refers to the use of the successful brand to launch new products, so that the new product launch on the market that is, get the original brand advantage support. The purpose of brand extension is to achieve