广州本田品牌延伸策略研究
发布时间：2018-10-20 12:45
【摘要】： 本文结合作者在广州本田公司多年的工作实践和对公司各方面的综合认识,探讨广州本田公司推行品牌延伸策略的必要性和可行性,理清广州本田推行品牌延伸的操作思路。 论文首先介绍了广州本田公司的基本情况,包括公司概况、企业理念、面临问题和未来发展蓝图,然后介绍了品牌延伸的概念、品牌延伸策略、品牌延伸的内容,介绍了广州本田公司在品牌延伸方面的现状。论文结合广州本田公司在开展品牌延伸过程中面临的影响因素,从新产品入市成本降低、产销能力提高、规模经济效益扩大三个方面分析了公司开展品牌延伸策略的必要性。最后论文提出了广州本田公司开展品牌延伸的八条具体操作思路,包括新产品与原产品之间的关联程度分析,对所延伸品牌的价值与实力进行全力的培育与客观的评估,寻找并突出巩固品牌某个核心特性的细分市场,发挥企业自主研发能力来构建企业的自主品牌,不能放松对品牌所成功代表的原有产品的培育与改良,打造本田品牌和自主品牌同时产销的双品牌战略,考虑对外兼并或结盟合作的品牌联合延伸战略,加强对品牌延伸管理来规避和防范品牌延伸的风险。
[Abstract]:This paper discusses the necessity and feasibility of implementing brand extension strategy in Guangzhou Honda Company, and clarifies the operation thinking of Guangzhou Honda brand extension strategy, based on the author's many years' work practice and comprehensive understanding of Guangzhou Honda Company. The paper first introduces the basic situation of Guangzhou Honda Company, including the general situation of the company, enterprise concept, facing problems and future development blueprint, and then introduces the concept of brand extension, brand extension strategy, brand extension content. The present situation of Guangzhou Honda in brand extension is introduced. This paper analyzes the necessity of brand extension strategy in Guangzhou Honda Company from the following three aspects: lower cost of new product entering the market, higher production and marketing ability, and expansion of scale economic benefit, combined with the influencing factors in the process of brand extension in Guangzhou Honda Company. Finally, the paper puts forward eight concrete operational ideas for Guangzhou Honda to carry out brand extension, including the analysis of the relationship between the new product and the original product, the full cultivation and objective evaluation of the value and strength of the extended brand. Looking for and highlighting the market segment of consolidating a core characteristic of the brand, giving full play to the independent R & D ability of the enterprise to construct the independent brand of the enterprise, we cannot relax the cultivation and improvement of the original products represented by the brand successfully. In order to avoid and prevent the risk of brand extension, we should build a dual brand strategy of Honda brand and independent brand, consider the joint brand extension strategy of foreign merger or alliance cooperation, and strengthen the brand extension management to avoid and prevent the risk of brand extension.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.471
本文编号：2283229
[Abstract]:This paper discusses the necessity and feasibility of implementing brand extension strategy in Guangzhou Honda Company, and clarifies the operation thinking of Guangzhou Honda brand extension strategy, based on the author's many years' work practice and comprehensive understanding of Guangzhou Honda Company. The paper first introduces the basic situation of Guangzhou Honda Company, including the general situation of the company, enterprise concept, facing problems and future development blueprint, and then introduces the concept of brand extension, brand extension strategy, brand extension content. The present situation of Guangzhou Honda in brand extension is introduced. This paper analyzes the necessity of brand extension strategy in Guangzhou Honda Company from the following three aspects: lower cost of new product entering the market, higher production and marketing ability, and expansion of scale economic benefit, combined with the influencing factors in the process of brand extension in Guangzhou Honda Company. Finally, the paper puts forward eight concrete operational ideas for Guangzhou Honda to carry out brand extension, including the analysis of the relationship between the new product and the original product, the full cultivation and objective evaluation of the value and strength of the extended brand. Looking for and highlighting the market segment of consolidating a core characteristic of the brand, giving full play to the independent R & D ability of the enterprise to construct the independent brand of the enterprise, we cannot relax the cultivation and improvement of the original products represented by the brand successfully. In order to avoid and prevent the risk of brand extension, we should build a dual brand strategy of Honda brand and independent brand, consider the joint brand extension strategy of foreign merger or alliance cooperation, and strengthen the brand extension management to avoid and prevent the risk of brand extension.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.471
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