品牌延伸的有效性分析

发布时间：2018-05-26 15:37

本文选题：品牌延伸 + 消费者评价　；参考：《武汉理工大学》2008年硕士论文

【摘要】： 随着市场竞争的加剧和新媒体的广泛应用,消费者所接受到到的商品信息呈现出爆炸性的增长。如何使消费者成为客户?品牌成为了最好的领航灯。相关研究表明,品牌对消费者的购买决策有重大影响。因此,一个知名的品牌是企业最重要的资产。如何最大限度地使用这一资产为企业创造利润?品牌延伸成为首要的选择。企业利用原有品牌在消费者中的影响力,能大大的提高消费者对新产品的认知效率,降低消费者的认知搜寻成本、感知风险和价格敏感度。同时,企业也能节省大量的新产品推广费用,规避新产品推广的财务风险。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,而且会对原品牌还会产生不良影响。因此,选择合适品牌延伸模式是企业实施品牌延伸策略的首要考虑。从学术研究的角度来说,有效的评估方法能帮助企业进行正确的策略选择。目前,学术界比较赞同从消费者的角度来评价品牌延伸的绩效。本文从消费者的角度出发,研究了影响消费者评价品牌延伸的重要因素,把延伸前品牌所蕴含的信息看作品牌可以扩大生产的资本,延伸后的品牌信息看作扩大生产后的产出结果。借助数据包络分析方法(DEA)在评价投入与产出之相对有效性方面的独特优势从消费者角度评价品牌延伸的有效性。本文共分为五章,第一章从品牌延伸的实际情况和学术研究的理论成果出发阐明了了本文研究的目的和意;第二章回顾了品牌延伸理论研究的发展历史和各种定量分析的评价模型;第三章在梳理相关品牌及品牌延伸概念的基础上深入研究了影响消费者评价品牌延伸的各种因素,并结合所采用的DEA方法构建了评价指标体系;第四章通过市场调查收集相关数据,并用DEA方法对品牌延伸的有效性进行证实研究,对结果进行了细致的分析,据此对企业在不同情况下实施品牌延伸策略给出了合理建议;最后总结了全文的研究成果和不足,探讨了进一步深入研究的方向。本文理论研究与实证分析相结合,注重理论的系统性、前沿性;定性分析与定量分析相结合,力求方法的科学性,使得研究更为客观具体,具有一定的实际参考价值。
[Abstract]:With the aggravation of market competition and the wide application of new media, the commodity information received by consumers is increasing explosively. How can consumers become customers? The brand became the best pilot lamp. Relevant studies show that brands have a significant impact on consumers' purchase decisions. Therefore, a well-known brand is the most important asset of the enterprise. How to maximize the use of this asset for the enterprise to create profits? Brand extension has become the primary choice. Enterprises can greatly improve the cognitive efficiency of new products, reduce the cognitive search cost, perceived risk and price sensitivity of consumers by making use of the influence of original brands in consumers. At the same time, the enterprise can save a lot of new product promotion expenses, avoid the financial risk of new product promotion. But the brand extension also has the dual side, the unreasonable extension not only cannot obtain the anticipated market effect, but also will have the bad influence to the original brand. Therefore, the choice of appropriate brand extension model is the primary consideration for enterprises to implement brand extension strategy. From the point of view of academic research, effective evaluation method can help enterprises to choose the right strategy. At present, academic circles agree to evaluate brand extension performance from the perspective of consumers. From the point of view of consumers, this paper studies the important factors that affect the consumers' evaluation of brand extension, and regards the information contained in the brand before the extension as the capital of the brand to expand its production. The extended brand information is regarded as the output result after expanding production. With the help of the data Envelopment Analysis (DEAA), this paper evaluates the effectiveness of brand extension from the perspective of consumers in terms of its unique advantages in evaluating the relative effectiveness of inputs and outputs. This paper is divided into five chapters. The first chapter clarifies the purpose and meaning of this study from the actual situation of brand extension and the theoretical results of academic research. The second chapter reviews the development history of brand extension theory research and various quantitative analysis evaluation models. Chapter three deeply studies the factors that affect the brand extension evaluation of consumers on the basis of combing the related brand and brand extension concepts. Combined with the DEA method, the evaluation index system is constructed. Chapter four collects the relevant data through the market survey, validates the validity of the brand extension with the DEA method, and makes a detailed analysis of the results. Finally, the paper summarizes the research results and shortcomings of the full text, and discusses the direction of further research. This paper combines theoretical research with empirical analysis, pays attention to the systematicness and forerunner of theory, combines qualitative analysis with quantitative analysis, and strives for the scientific nature of the method, which makes the research more objective and specific, and has certain practical reference value.
【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

【引证文献】