基于消费者认知基础的品牌延伸策略研究

发布时间：2018-05-06 21:43

本文选题：品牌 + 品牌延伸　；参考：《宁波大学》2009年硕士论文

【摘要】： 品牌战略日益受到企业重视,创建一个新品牌耗资巨大,风险巨大。而利用现有品牌推出新产品不仅节省了大量的资金和时间成本,也更容易接近消费者并获得消费者的信赖,以达到占领市场的目的,同时也降低了失败的风险。然而,品牌延伸战略决策与许多因素有关,具有了较大的风险性和可变性。因此,对品牌延伸策略选择的研究具有重要的理论意义和实践意义。在我国进行品牌延伸的企业居多,但能根据实际在消费者研究基础之上进行延伸的企业很少。主要存在两方面的问题:一是品牌延伸缺乏理性的思考。企业选择延伸的理由只是看到获得成功企业的利润,不能根据本企业的实际情况而盲目仿效;二是主观地选择延伸策略,缺乏对市场竞争的复杂性、激烈性的分析,忽略对消费者心理的了解和分析。本文从对品牌以及品牌延伸的概念界定入手,对原品牌和延伸产品的相似性等国内外研究作了系统的整理,在此基础之上,对品牌延伸概念进行了界定;并对品牌延伸战略中的两大关键点——品牌定位和品牌核心价值进行了介绍和分析;借助情感迁移和联想需求模型探讨了品牌延伸中消费者心理机制的作用机理,阐明了消费者因素在企业品牌延伸中的重要意义;借鉴了Aaker和Keller的品牌延伸评价模型,对我国企业知名品牌进行了假设延伸研究,对影响品牌延伸的主要因素进行了量化分析。利用列表的形式总结了目前我国企业进行品牌延伸时所选用的主要策略,提出了在消费者认知基础上的品牌延伸策略的选择,并借助海尔集团的延伸成功进行了理论验证。以此希望为我国企业进行品牌延伸时起一定的指导和参考作用。
[Abstract]:Brand strategy is paid more and more attention by enterprises. Creating a new brand is expensive and risky. The introduction of new products with existing brands not only saves a lot of money and time costs, but also makes it easier to get close to consumers and gain their trust, in order to achieve the goal of occupying the market, but also reduces the risk of failure. However, brand extension strategy decision is related to many factors, with greater risk and variability. Therefore, the study of brand extension strategy selection has important theoretical and practical significance. Most enterprises carry on brand extension in our country, but few enterprises can extend on the basis of consumer research. There are two main problems: first, brand extension lack of rational thinking. The reason for enterprises to choose extension is only to see the profits of successful enterprises, which can not be blindly emulated according to the actual situation of the enterprises; second, to choose the extension strategy subjectively, which lacks the analysis of the complexity and intensity of market competition. Ignore the understanding and analysis of consumer psychology. This paper begins with the definition of brand and brand extension, and makes a systematic arrangement of the similarities between the original brand and the extended product at home and abroad, on the basis of which, the concept of brand extension is defined. It also introduces and analyzes the two key points in brand extension strategy-brand positioning and brand core value, and discusses the mechanism of consumer psychological mechanism in brand extension with the help of emotional transfer and associative demand model. This paper expounds the significance of consumer factors in the brand extension of enterprises, uses the brand extension evaluation model of Aaker and Keller for reference, studies the hypothetical extension of well-known brands in our country, and analyzes the main factors influencing brand extension quantitatively. This paper summarizes the main strategies used by Chinese enterprises in brand extension in the form of list, puts forward the choice of brand extension strategy based on consumers' cognition, and verifies the theory with the help of Haier Group's successful extension. In this way, we hope to play a guiding and reference role for Chinese enterprises in brand extension.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【参考文献】