品牌延伸策略在我国保健品企业的应用研究

发布时间：2018-03-12 12:10

本文选题：保健品　切入点：品牌延伸策略　出处：《贵州大学》2009年硕士论文　论文类型：学位论文

【摘要】： 随着全球经济一体化进程的加速,市场竞争越来越激烈,企业之间的同类产品在性能、质量、成本等方面的差异越来越小。由于品牌资源的独占性使品牌成为企业问竞争的重要筹码,使用新品牌或延伸旧品牌成为保健品企业推出产品时必须面对的决策。成功的品牌延伸有助于提高新产品的市场认知率和减少新产品的市场导入费用。尤其是在竞争激烈、产品趋于成熟的市场,产品本身的差异很小,新产品的市场开拓更加艰难,利用原有品牌的知名度推出新产品,能使产品的定位更加方便、容易；对消费者来说,也愿意重复选择一个或几个著名品牌以节约时间,减少购买风险。但是品牌延伸也具有双面性,不合理的延伸不仅无法取得预期的市场效果,而且还会对原品牌产生不良影响。因此,选择合适品牌延伸模式是我国保健品企业实施品牌延伸策略的首要考虑。本文从我国保健品企业应用品牌延伸策略的角度出发,文章结构采用文献研究法和理论分析法设计四个部分：第一部分是品牌延伸的背景、意义、思路和方法；第二部分是理论阐述,详细地诠释当前品牌延伸方面的理论知识,为下一步的品牌延伸策略应用和发展提供方向。第三部分深入分析我国保健品产业基本情况、保健品行业品牌延伸的现状,对我国保健品企业应用品牌延伸存在的问题进行剖析,并指出问题及原因所在。第四部分提出我国保健品企业应用品牌延伸策略的思路、实施品牌延伸的步骤和建议。本文的目的在于指出我国保健品企业在品牌延伸策略中如何从误区中走出,适应知识、环境、竞争发展的需要,推动我国保健品品牌管理,提高竞争能力。由于自己水平有限,其中粗糙、错误之处在所难免,希望各位老师、专家斧正。
[Abstract]:With the acceleration of the process of global economic integration, the market competition is becoming more and more intense. Due to the monopoly of brand resources, brand becomes an important bargaining chip for enterprises to ask competition, and new brand or extending old brand becomes the decision that health product enterprises have to face when they launch products. Successful brand extension helps to increase the market awareness of new products and reduce the market introduction costs of new products, especially in markets where competition is fierce and products tend to mature, and the product itself has very little difference. The market for new products is more difficult to develop. Using the popularity of existing brands to introduce new products can make the positioning of products more convenient and easier. For consumers, they are also willing to repeat the choice of one or more famous brands to save time. Reduce purchase risk. But brand extension also has a dual nature, unreasonable extension not only can not achieve the desired market effect, but also will have a negative impact on the original brand. Choosing suitable brand extension mode is the primary consideration of brand extension strategy for Chinese health products enterprises. From the point of view of applying brand extension strategy to health care products enterprises in China, the article structure is designed by literature research method and theoretical analysis method. The first part is the background, significance, ideas and methods of brand extension. The second part explains the theory of brand extension in detail and provides the direction for the application and development of brand extension strategy. The third part deeply analyzes the basic situation of health products industry in China, the current situation of brand extension in health products industry, analyzes the problems existing in the application of brand extension in Chinese health products enterprises, and points out the problems and reasons. In the 4th part, the author puts forward the idea of applying brand extension strategy, the steps and suggestions of implementing brand extension in Chinese health products enterprises. The purpose of this paper is to point out how to get out of the misunderstanding and adapt to the needs of knowledge, environment and competition development in the brand extension strategy of Chinese health products enterprises, to promote the brand management of health products in our country and to improve the competitive ability. Due to their limited level, which rough, mistakes are inevitable, I hope you teachers, experts ax straight.
【学位授予单位】：贵州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.72

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