品牌延伸的营销传播策略研究

发布时间：2018-02-24 14:41

本文关键词： 品牌延伸营销传播关联度　出处：《武汉理工大学》2008年硕士论文　论文类型：学位论文

【摘要】： 20世纪中后期,随着市场竞争程度加剧、产品生命周期缩短以及广告费用的日益增加,企业在推出新产品时面临越来越大的风险。为了提高新产品的成功率,越来越多的企业采用品牌延伸策略,而不是开创新品牌。企业在实施品牌策略时必须对品牌延伸的条件、运行规律和影响要素有充分的了解。本文主要关注营销传播对于品牌延伸成败的影响。有效的营销传播手段,能引导消费者对企业的品牌延伸有正确认识,避免品牌延伸对核心品牌可能造成的负面影响,提高品牌延伸的成功率。反观我国企业在品牌延伸过程中的营销传播活动,存在诸多问题。企业对品牌延伸缺乏理性的思考和科学的分析,对消费者的心理感受缺乏足够的重视和研究。企业的营销传播过于注重产品本身的性能、卖点,而忽略延伸产品与母品牌之间的关联,致使母品牌的影响力得不到发挥,进而使延伸产品不能获得消费者的认可。纵有强大的营销传播攻势,品牌延伸也如石沉大海,难以达到预期效果。由此可见,研究品牌延伸语境下的营销传播策略具有重要的现实意义。本文在广泛收集品牌延伸理论相关文献资料的基础上,首先从品牌强势度、关联度、企业内部因素、外部环境因素这四个方面总结了影响品牌延伸成败的关键因素。品牌延伸的营销传播与一般的产品促销和品牌传播有所不同,其特殊性正是由这些因素决定的。根据上述四方面因素,本文构建了品牌延伸可行性评价的指标体系,运用层次分析法和模糊综合评价法相结合的数学方法对品牌延伸的可行性进行综合评价。本文认为关联度作为可控因素,是企业制定品牌延伸营销传播策略的主要依据。根据关联度的综合评价结果,本文分析了不同关联度情况下品牌延伸的营销传播策略,即低关联度品牌延伸的营销传播策略、中等关联度品牌延伸的营销传播策略、高关联度品牌延伸的营销传播策略。最后,本文通过海尔品牌延伸的案例分析,演示了AHP—模糊综合评价法在品牌延伸决策中的应用。本研究指出了品牌延伸营销传播的特殊性和重要意义,并且为企业制订品牌延伸的营销传播策略提供了一条思路,即通过构建数学模型分析品牌延伸的可行性及其各影响因素(尤其是关联度因素)的满足程度,以此为依据制订品牌延伸的营销传播策略。这为企业品牌延伸的科学决策提供一定的理论和实践上的参考。
[Abstract]:In 20th century, with the intensification of market competition, the shortening of product life cycle and the increasing cost of advertising, enterprises are facing more and more risks in introducing new products. More and more enterprises adopt brand extension strategy instead of creating new brand. This paper focuses on the influence of marketing communication on the success or failure of brand extension. Effective means of marketing communication can guide consumers to have a correct understanding of brand extension of enterprises and avoid the possible negative impact of brand extension on core brands. To improve the success rate of brand extension, there are many problems in the marketing and communication activities of Chinese enterprises in the process of brand extension. The enterprises lack rational thinking and scientific analysis of brand extension. The marketing communication of the enterprise pays too much attention to the performance and selling point of the product itself, but neglects the connection between the extended product and the parent brand, which causes the influence of the parent brand not to be brought into play. So that the extended product can not be recognized by consumers. Even if there is a strong marketing and communication offensive, brand extension is also like the sea, it is difficult to achieve the desired results. It is of great practical significance to study the marketing communication strategy in the context of brand extension. Based on the extensive collection of literature on brand extension theory, this paper begins with the brand strength, the correlation degree, and the internal factors of the enterprise. These four aspects of external environmental factors sum up the key factors that affect the success or failure of brand extension. The marketing communication of brand extension is different from that of general product promotion and brand communication. Its particularity is determined by these factors. According to the above four factors, this paper constructs the index system of the feasibility evaluation of brand extension. The feasibility of brand extension is evaluated synthetically by using the mathematical method of AHP and fuzzy comprehensive evaluation. It is the main basis for enterprises to formulate brand extension marketing communication strategy. According to the comprehensive evaluation results of correlation degree, this paper analyzes the marketing communication strategy of brand extension under different correlation degree, that is, the marketing communication strategy of brand extension with low correlation degree. Finally, this paper demonstrates the application of AHP- fuzzy comprehensive evaluation method in brand extension decision through the case analysis of Haier brand extension. This study points out the particularity and significance of brand extension marketing communication, and provides a train of thought for enterprises to formulate brand extension marketing communication strategy. That is to analyze the feasibility of brand extension and the degree of satisfaction of each influencing factor (especially the correlation factor) by constructing mathematical model. Based on this, the marketing communication strategy of brand extension is formulated, which provides a certain theoretical and practical reference for the scientific decision of brand extension.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274

【引证文献】