我国家电品牌延伸效果评价体系研究

发布时间：2018-04-11 23:00

本文选题：家电业 + 品牌延伸　；参考：《东北大学》2008年硕士论文

【摘要】：随着企业进行多元化经营,以及市场竞争越来越激烈,采用品牌延伸的家电企业也越来越多了。虽然品牌延伸对企业有有利的一面,但也有不利之处,所以实践中家电企业品牌延伸成功和失败的例子很多,通过论文的研究,针对家电行业提炼出一套品牌延伸的评价体系,从而减少家电品牌延伸中的“盲目性”,降低家电品牌延伸的风险,增大家电品牌延伸成功率。论文在总结国内外学者研究成果的基础上,结合对典型家电企业品牌延伸案例分析,将影响家电品牌延伸的关键因素分为4大类：核心品牌因素、消费者因素、内部环境因素、外部环境因素。并从理论上将此4类关键因素进一步分解为10个大评价指标和27个小评价指标,然后通过对消费者调查问卷和非消费者调查问卷的抽样与统计处理,判定了各层评价指标的合理性。在此基础上建立了中国家电品牌延伸效果评价体系,运用层次分析法确定了评价体系中各指标的单层次权重和综合权重。最后以海尔品牌向药业和空调行业延伸来对所建立的品牌延伸评价模型进行实证分析。对比海尔向空调和药品的延伸,海尔向空调延伸的可行性评价远远高于药品。现实中海尔空调的发展一直都很顺利,而海尔药业的市场前景却很不乐观。所以本论文在实践中对家电企业进行品牌延伸有一定的决策参考价值。
[Abstract]:As enterprises diversify and market competition becomes more and more fierce, more and more household appliance enterprises adopt brand extension.Although brand extension is beneficial to enterprises, it also has disadvantages. Therefore, there are many examples of success and failure of brand extension of household electrical appliances enterprises in practice. Through the research of this paper, a set of evaluation system of brand extension has been refined for the household appliance industry.In order to reduce the "blindness" in the brand extension of household appliances, reduce the risk of brand extension of household appliances, and increase the success rate of brand extension of household appliances.On the basis of summarizing the research results of domestic and foreign scholars, combined with the case analysis of the brand extension of typical household appliance enterprises, the key factors influencing the brand extension of household appliances are divided into four categories: core brand factor, consumer factor, internal environmental factor.External environmental factorsIn theory, the four key factors are further decomposed into 10 major evaluation indicators and 27 small evaluation indicators, and then the sampling and statistical processing of consumer questionnaire and non-consumer questionnaire are carried out.The rationality of each evaluation index is determined.On this basis, the evaluation system of the extension effect of Chinese household electrical appliances brand is established, and the single and comprehensive weight of each index in the evaluation system is determined by the analytic hierarchy process (AHP).Finally, Haier brand extension to pharmaceutical industry and air conditioning industry to establish the brand extension evaluation model for empirical analysis.Compared with Haier's extension to air conditioning and medicine, the feasibility evaluation of Haier's extension to air conditioning is much higher than that of drugs.In reality, the development of Haier air-conditioning has been very smooth, but Haier pharmaceutical market prospects are not very optimistic.So this paper has certain decision-making reference value to the household appliance enterprise brand extension in practice.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.6

【参考文献】