旨在增强品牌资产的品牌延伸机理及决策研究

发布时间：2018-08-22 11:01

【摘要】： 随着企业间的竞争越来越激烈,品牌作为当今企业参与市场竞争的最有力的武器也更受企业重视。品牌资产是品牌价值的核心体现,是企业最有价值的资产。品牌资产强大的企业不仅能够提高产品市场竞争能力,而且能够为企业提供稳定的现金流,为企业带来源源不断的利润。品牌延伸是指在已经确立的品牌基础上,将原有品牌运用到新的产品上,从而借助原有品牌优势、影响力及其他有利因素,给新产品构造营销优势,以更少的营销成本获得更大品牌资产增长回报。品牌延伸是品牌发展到一定程度时必然要采取的一种提升策略,是挖掘品牌潜在价值,扩大品牌影响力,增加品牌资产最有力的工具。采用品牌延伸策略可以借助原有品牌声望,来降低新产品宣传费用、强化品牌定位、扩大市场影响力,有利于企业构造企业产品的营销优势,实现企业品牌资产的增值。论文主要对增强品牌资产的品牌延伸决策进行研究。首先,从品牌延伸的市场背景和前人研究成果开始分析,提出了增强品牌资产的品牌延伸决策的研究意义;再次,通过对品牌资产和品牌延伸的相关概念、理论等进行归纳与分析,以及把消费者心理学相关理论(情感迁移模型和属性联想需求模型、优先效应和近因效应、分类模型和薄记模型)应用于品牌延伸与品牌资产相互影响的内在机理中进行分析,构建了品牌延伸与品牌资产相互影响综合理论模型,并分析了品牌延伸对品牌资产的增强效用和潜在风险;最后,在品牌延伸与品牌资产相互影响综合理论模型的支持下,找出了增强品牌资产的品牌延伸决策准则与指导方针,最终构建了增强品牌资产的品牌延伸决策流程。
[Abstract]:With the competition between enterprises becoming more and more fierce, brand as the most powerful weapon to participate in the market competition is paid more attention by enterprises. Brand equity is the core embodiment of brand value and the most valuable asset. The enterprises with strong brand assets can not only improve the competitiveness of the product market, but also provide stable cash flow for the enterprises and bring continuous profits for the enterprises. Brand extension is to apply the original brand to the new product on the basis of the established brand, so as to construct the marketing advantage for the new product with the help of the original brand advantage, influence and other favorable factors. With less marketing costs to achieve greater return on brand equity growth. Brand extension is a kind of promotion strategy that must be adopted when the brand develops to a certain degree. It is the most powerful tool to excavate the potential value of the brand, expand the brand influence and increase the brand equity. Brand extension strategy can reduce the cost of new product publicity, strengthen brand positioning, expand market influence, and help enterprises to construct the marketing advantage of enterprise products and realize the appreciation of enterprise brand assets with the help of the original brand prestige. This paper mainly studies the brand extension decision of enhancing brand equity. First of all, from the market background of brand extension and the previous research results, put forward the significance of brand extension decision-making; thirdly, through the brand equity and brand extension related concepts, The related theories of consumer psychology (emotional transfer model and attribute associative demand model, priority effect and proximal effect) are summarized and analyzed. Classification model and bookkeeping model) are applied to analyze the internal mechanism of the interaction between brand extension and brand equity, and a comprehensive theoretical model of brand extension and brand equity interaction is constructed. Finally, under the support of the comprehensive theory model of brand extension and brand equity interaction, we find out the brand extension decision criteria and guidelines for enhancing brand equity. Finally, a brand extension decision process to enhance brand equity is constructed.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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