品牌延伸的理论与战略管理研究.pdf

  本文关键词：品牌延伸的理论与战略管理研究，由笔耕文化传播整理发布。

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湘潭大学硕士学位论文品牌延伸的理论与战略管理研究姓名:王苏洲申请学位级别:硕士专业:市场营销管理指导教师:任天飞20050508AbstractBrand extension is widely applied in enterprises’ operation; someenterprises eed in brand extension, some fail. So studying thetheory of brand extension has important realistic meaning. Many failedbrand extensions indicate that there are many problems in the study ofbrand extension practice and theory. These problems mainly show thatstudiers mostly considering brand extension in premise that the brandhas been built, lacking unified standards in the factors of impellingbrand extension eeding, and using static and isolated standpoint tostudy it. So, this article proposes that we should study brand extensionfrom the strategic and dynamic perspective.Since brand extension strategy is the total scheme that guides thewhole of brand extension activities, we should go on strategicmanagement for brand extension. So in this article, I first elaborate theconcept and its bas... 内容来自转载请标明出处.

  本文关键词：品牌延伸的理论与战略管理研究，，由笔耕文化传播整理发布。