基于品牌资产的企业品牌延伸研究

发布时间：2018-03-07 08:35

本文选题：品牌　切入点：品牌资产　出处：《浙江工业大学》2009年硕士论文　论文类型：学位论文

【摘要】： 品牌已经成为企业在竞争中的重要武器之一。我国自加入WTO之后,中国企业面临着不出国门的国际竞争。在市场竞争越来越激烈、产品同质化程度越来越高的情况下,我国企业越来越关注品牌的作用。但是,国内许多企业在运用品牌战略时却出现了许多问题,其中一个问题就是品牌延伸的盲目性,这引起了许多学者的关注。学术界虽然对品牌的研究很多,然而,纵观国内有关品牌的论述,对品牌理论性的探讨较少,这在一定程度上成为我国品牌走向世界的障碍。本文希望在品牌研究方面做一些贡献,就我国企业如何基于品牌资产来进行品牌延伸的问题进行了初步的理论性探讨。品牌资产主要有三种概念模型。分别是基于财务会计、基于市场的品牌力以及基于消费者的品牌资产概念模型。从现代品牌观出发,从消费者的角度出发,品牌应该是属于消费者而不是企业。品牌只有得到消费者的认可和接受,才有价值可言。正是基于这一点本文接受基于消费者的品牌资产的概念,并从心理学的角度对这个概念的涵义进行了深入的探讨。品牌是企业最重要的无形资产。品牌资产是可以加以运用的,很重要的一种方式是品牌延伸,将品牌运用到新产品中。本文就如何基于品牌资产来进行品牌延伸进行了论述,在分析品牌资产是如何影响和制约品牌延伸的基础上,得出一些对我国企业的品牌延伸策略具有指导意义的结论。通过上述论述,为品牌延伸决策提供了思路,为基于品牌资产的品牌延伸战略提供了较系统的理论基础,有助于决策人员在品牌延伸的操作中避免盲目性。
[Abstract]:Brand has become one of the most important weapons in the competition. After China's entry into WTO, Chinese enterprises are facing the international competition that cannot go abroad. With the market competition becoming more and more fierce, the degree of product homogeneity is becoming higher and higher. Chinese enterprises are paying more and more attention to the role of brand. However, many domestic enterprises have many problems in the use of brand strategy, one of which is the blindness of brand extension. This has attracted the attention of many scholars. Although there are many researches on brands in academic circles, however, throughout the domestic discussions on brands, there are few theoretical discussions on brands. To some extent, this paper hopes to make some contributions to the research of brand, and makes a preliminary theoretical discussion on how to carry out brand extension based on brand equity in Chinese enterprises. There are three conceptual models of brand equity, which are based on financial accounting, market-based brand strength and consumer-based brand equity. The brand should belong to the consumer, not the enterprise. The brand can only be valued if it is recognized and accepted by the consumer. It is based on this point that this paper accepts the concept of the brand equity based on the consumer. And from the angle of psychology, the meaning of this concept is discussed in depth. Brand is the most important intangible asset of enterprise. Brand equity can be used, and a very important way is brand extension. This paper discusses how to carry out brand extension based on brand equity. Based on the analysis of how brand equity influences and restricts the brand extension, some conclusions of guiding significance to the brand extension strategy of Chinese enterprises are obtained. Through the above discussion, it provides the train of thought for brand extension decision, provides a systematic theoretical basis for brand extension strategy based on brand equity, and helps decision makers to avoid blindness in the operation of brand extension.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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