学士论文-品牌延伸战略研

学士论文-品牌延伸战略研

1 The Brand extension strategy research Student s name: xxx 2 随着市场竞争程度的加剧和广告费用的日益增长，新产品导入已面临着越来越大的风险。据统计，在70年代至80年代里企业向市场推出的新产品中，真正获得成功的仅占20%，其中有30%―35%因为不被消费者接受和过高的市场初期导入费用而失败。解决上述问题的有效途径之一就是利用品牌延伸，通过延伸将已有品牌的名称和品牌资产转移到新产品或服务，从而大大降低新产品进入市场的壁垒。品牌延伸的实质是母品牌的品牌资产和品牌信誉向子品牌的转移，它要求母品牌要具有较高的品牌资产和品牌信誉，母品牌的核心价值要能够移植，并且要充分考虑延伸产品的行业关联性。根据具体情况的不同，可以采用水平延伸和垂直延伸两种策略。品牌延伸是一把双刃剑，在降低新产品进入市场的壁垒、提高新产品成活率，分散企业经营风险的同时，也会由于延伸不当引发消费者的不良联想，产生心理冲突，导致母品牌的品牌个性被稀释，产生“跷跷板效应”，使母品牌失去现有的市场优势。因此，企业要综合考虑影响品牌延伸的各种要素，充分发挥品牌延伸的正面效应，有效规避竞争风险。 品牌 品牌延伸 品牌延伸战略 3 [Abstract] with the Competition degree of the market becoming worse and worse and the advertising expenses increasing day by day, the new product ducting has already faced bigger and bigger risks. According to the covariance, only 20% of the new products that were put into the market in the 70's to 80's achieved success. And 30% to 35% of the failure is because the consumers did not accept the products and the products cost too much in their early market. One of the effective paths that can solve the above-mentioned problems is to make use of the brand extension. In this way, enterprises can transfer the brand name and the brand properties that have been popular to the consumers to the new product or service, lowering the barracks that the new products enter the market. The essence of the brand extension is to transfer the property and prestige of the main brand toward sub- brand. It requests that the main brand has high brand property and prestige and the core value of the female brand can be transplanted. Besides, the profession connection of extend the product also must be considered well. According to the different circumstances, the enterprises can adopt the level extension or perpendicular extension strategy. The brand extension is a blades sword. It can lower the barracks, increase new product’s living rate when the new product enters the market and scatter the business enterprises ’ management risk. Ho
wever, it also can cause the bad vision to the consumers because of the inaccurate extension, produce the mental conflict, cause the dilution of