关于Z公司品牌延伸的战略研究

发布时间：2018-06-05 04:41

本文选题：品牌延伸 + 战略品牌管理　；参考：《广东外语外贸大学》2015年硕士论文

【摘要】：进入21世纪经济高速发展的时代,企业面临越来越激烈的市场竞争,产品同质化越来越高的境况,企业的无形资产“品牌”是企业的竞争工具,在竞争过程中处于尤为重要的地位。品牌的独占性、个性化、可延伸性成为企业竞争的武器。企业制定和实施正确的品牌战略,是企业在激烈竞争中脱颖而出的方法之一,而品牌延伸为企业利用其原有的品牌影响力,进一步开拓市场,提高企业在市场的竞争力提供了更快更有效的办法之一。本文以Z公司品牌延伸作为案例分析对象,在分析品牌相关理论及成果(包括品牌、战略品牌、品牌延伸,国内外对品牌延伸的研究成果)的基础上,采用理论分析法、案例分析法及市场调查法对Z公司品牌延伸进行分析。本文通过展现Z公司的现状、品牌决策、品牌定位、品牌延伸现状等情况,得出其在品牌延伸方面取得了一定的成绩,但是也还存在一定的问题,就此对Z公司进一步实施品牌延伸战略可行性和方向性提出建议,行性和方向性提出建议,以及其进一步实施品牌延伸战略的保障和实施过程中应避免的误区。
[Abstract]:In the era of rapid economic development in the 21st century, enterprises are facing more and more fierce market competition, and products are becoming more and more homogeneous. "Brand" of intangible assets of enterprises is the competitive tool of enterprises. In the process of competition in a particularly important position. Brand exclusivity, individuation, extensibility become the weapon of enterprise competition. Making and implementing the correct brand strategy is one of the methods for enterprises to stand out in the fierce competition, and brand extension is for enterprises to use their original brand influence to further develop the market. Improving the competitiveness of enterprises in the market offers one of the faster and more effective ways. This article takes Z company brand extension as the case analysis object, on the basis of analyzing the brand related theories and achievements (including brand, strategic brand, brand extension, domestic and foreign research results of brand extension), adopts the theory analysis method. Case analysis and market research to Z company brand extension analysis. By showing the current situation of Z Company, brand decision, brand positioning, brand extension and so on, this paper draws a conclusion that Z company has made certain achievements in brand extension, but there are still some problems. In this paper, the author puts forward some suggestions on the feasibility and directionality of the further implementation of brand extension strategy in Z Company, as well as the protection of the further implementation of the brand extension strategy and the misunderstanding that should be avoided in the process of implementation.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F426.4

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