品牌延伸绩效的实证研究

发布时间：2018-12-23 11:52

【摘要】：品牌延伸已成为企业新产品开发市场和进入市场的重要手段。然而,进入21世纪以来,越来越多的企业大搞品牌延伸、盲目延伸产品线,有悖消费心理,甚至引起马太效应。因此,企业界需要透彻把握品牌成功延伸的主要影响因素。文章在文献研究的基础上,建立了企业品牌延伸绩效影响因素模型,包括母品牌因素、延伸产品因素、企业因素和消费者因素及其评价指标。运用AHP层次分析法,通过二手资料收集、专门访谈、调查方案设计等,对海尔集团和娃哈哈集团进行了实证分析。研究证实了前人研究的某方面成果,并为企业进行品牌延伸提供了可参考的绩效评价模型和评估方法。
[Abstract]:Brand extension has become an important means to develop new products and enter the market. However, since entering the 21st century, more and more enterprises have engaged in brand extension and blind extension of product line, which are contrary to consumption psychology and even cause Matthew effect. Therefore, the business community needs a thorough grasp of the brand's successful extension of the main factors. On the basis of literature study, this paper establishes a model of influencing factors of enterprise brand extension performance, including parent brand factor, extended product factor, enterprise factor and consumer factor and their evaluation index. By means of AHP Analytic hierarchy process (AHP), this paper makes an empirical analysis of Haier Group and Wa Group through second-hand data collection, special interview, investigation scheme design and so on. The research confirms some achievements of previous researches, and provides a reference performance evaluation model and evaluation method for the brand extension of enterprises.
【作者单位】：桂林电子科技大学商学院;
【基金】：国家自然科学基金项目“消费者对‘国产'与‘进口'品牌感知差异及影响机制研究”(批准号:71262015) 教育部人文社会科学研究青年基金项目“中国消费者对同一品牌国产与进口产品认知差异及原因分析”(批准号:11YJC630721) 广西高等学校“优秀中青年骨干教师培养工程”项目
【分类号】：F273.2

【参考文献】