品牌延伸合理规模研究

发布时间：2018-04-03 06:05

本文选题：品牌　切入点：品牌种群　出处：《武汉理工大学》2008年硕士论文

【摘要】： 著名营销专家劳瑞·莱特(Larry Light)曾经指出:“未来的营销是品牌的战争—品牌互争长短的竞争,商界与投资者将认清品牌才是公司最宝贵的资产,拥有市场比拥有工厂重要得多,唯一拥有市场的途径就是具备市场优势的品牌。” 随着经济全球化的到来,市场竞争越来越激烈,采用多元化经营战略成为不少企业最现实的选择。对于拥有品牌资源的企业来说,在实施多元化战略中,将品牌进行适当的延伸就可以达到很好的效果。但如果品牌过度地延伸,延伸的规模超出了可以承受的范围,可能落入品牌延伸的“陷阱”,对原品牌还会造成巨大的伤害。在实践中,品牌延伸成功或失败的案例不胜枚举,因此通过论文的研究,提炼出系统的理论来指导企业品牌延伸的实践活动,从而规避品牌延伸中的“陷阱”,具有重大的理论意义和实践意义。本文的研究是结合了生态学中诸多原理和品牌延伸相关理论进行的,是一次较新的研究尝试。一方面希望能够为企业提供品牌延伸决策的部分参考依据,另一方面希望能够为品牌延伸方面的研究提供新的视角和思路。论文应用文献法全面分析了国内外10多年来品牌延伸理论的研究现状,发现对品牌延伸的合理规模问题还很少有学者涉足,从而明确了本论文的研究方向。论文对品牌、品牌生态管理、品牌资产、品牌延伸、品牌延伸规模的内涵进行了界定。以品牌生态学和行为生态学作为理论基础,借用行为生态学的关联指数模型,来构建品牌延伸规模的关联指数模型,从中得出了品牌延伸规模的三个决定因素:品牌种群的关联性、品牌资产、品牌延伸成本。采用AHP法分析了这三个因素对品牌延伸规模的影响程度。论文结合案例,应用综合评价法的理论,建立了品牌延伸规模的评估模型,结合专家的评分,对海尔和飞利浦的品牌延伸规模进行了对比评估。从二者的对比分析中,得出海尔品牌延伸规模相对于飞利浦是不合理,并对海尔品牌延伸的规模如何调节来使其规模更加合理提出了一些对策和建议。最后论文对全文进行总结,归纳了具有创新意义的工作,并对进一步的研究提出了展望。
[Abstract]:Larry Lightlight, a leading marketing expert, once pointed out: "the future of marketing is the war of brands-the competition between brands, and business and investors will recognize that brands are the company's most valuable asset and that owning a market is much more important than owning a factory.The only way to have a market is to have a market advantage of the brand. "With the arrival of economic globalization, market competition is becoming more and more fierce, and adopting diversified management strategy has become the most realistic choice for many enterprises.For the enterprises with brand resources, in the implementation of diversification strategy, the appropriate extension of the brand can achieve good results.However, if the brand extends excessively, the scale of the extension is beyond the range that it can bear, and it may fall into the "trap" of brand extension, which will cause great harm to the original brand.In practice, the successful or failed cases of brand extension are endless, so through the research of this paper, the systematic theory is extracted to guide the practice of brand extension, so as to avoid the "trap" in brand extension.It is of great theoretical and practical significance.The research in this paper combines many principles of ecology and brand extension theory, and is a relatively new research attempt.On the one hand, it hopes to provide some reference basis for brand extension decision, on the other hand, it hopes to provide a new perspective and train of thought for brand extension research.This paper applies the literature method to analyze the research status of brand extension theory at home and abroad for more than 10 years, and finds that few scholars have set foot in the reasonable scale of brand extension, so that the research direction of this paper is clear.This paper defines the connotation of brand, brand ecological management, brand equity, brand extension and brand extension scale.On the basis of brand ecology and behavioral ecology, the relevance index model of brand extension scale is constructed by using the relevance index model of behavioral ecology.Three determinants of brand extension scale are obtained: the relevance of brand group, brand equity and brand extension cost.AHP method is used to analyze the influence of these three factors on brand extension scale.Based on the case study and the theory of comprehensive evaluation, this paper establishes the evaluation model of brand extension scale, and compares the brand extension scale of Haier and Philips with the evaluation of experts.From the comparative analysis of the two, it is concluded that the scale of Haier brand extension is unreasonable compared with Philips, and some countermeasures and suggestions on how to adjust the scale of Haier brand extension to make its scale more reasonable are put forward.Finally, the paper summarizes the full text, summarizes the innovative work, and puts forward the prospects for further research.
【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】：F273.2

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