江西移动“神州行”品牌延伸策略研究

发布时间：2018-12-28 10:38

【摘要】： 本文以品牌延伸相关理论为基础,通过对品牌延伸的定义、理论表述、策略分析等进行研究,结合关系营销相关理论,将品牌延伸的主要策略运用到江西移动“神州行”品牌的延伸实施中。本文通过对江西移动“神州行”品牌经营环境及SWOT分析与研究,解析该品牌经营拥有的优势与凸显的劣势、面临的机遇与潜在的威胁,进行“神州行”品牌延伸的策略研究:其中包括产品线延伸策略,向上延伸、向下延伸和平行延伸和依据品牌内涵的基于关系营销基础上的品牌延伸策略。通过对江西移动“神州行”品牌延伸策略的探讨,以提升品牌价值表现、延伸品牌生命周期、进行品牌扩张等方面的创新思维和方式,在充分分析产品相关者的基础上,实施品牌延伸策略,在品牌运营上取得良好效果,成为支撑企业新的利润增长点的有力策略。
[Abstract]:Based on the theory of brand extension, this paper studies the definition, theory expression and strategy analysis of brand extension, and combines the related theory of relationship marketing. The main strategy of brand extension is applied to the brand extension of Jiangxi Mobile. Based on the analysis and research of Jiangxi Mobile's "Shenzhou" brand management environment and SWOT, this paper analyzes the advantages and disadvantages, opportunities and potential threats faced by the brand management. The research of brand extension strategy includes product line extension strategy, upward extension strategy, downward extension strategy and parallel extension strategy, and brand extension strategy based on relationship marketing based on brand connotation. In order to improve brand value performance, extend brand life cycle, carry out brand expansion and so on, this paper discusses the brand extension strategy of Jiangxi Mobile, on the basis of fully analyzing the product related person, the author of this paper discusses the brand extension strategy of Jiangxi Mobile in order to improve brand value performance, extend brand life cycle and carry out brand expansion. The implementation of brand extension strategy has achieved good results in brand operation, and has become a powerful strategy to support the new profit growth point of enterprises.
【学位授予单位】：贵州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F626

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