资源描述：
《我国家电行业的品牌延伸》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、内容摘要20世纪中后期，随着市场竞争程度加剧、产品生命周期缩短以及广告费用的日益增加，公司在推出新产品时面临越来越大的风险。为了提高新产品的成功率，越来越多的公司采用品牌延伸策略，品牌延伸已成为学术界关注的一个重点。然而在品牌延伸被广泛使用的同时，失败的品牌延伸也屡见不鲜，而且品牌延伸是品牌管理中策划和操作难度最大，技术含量高的一项工作。如果决策失误，会使品牌资产的价值下降，对企业会产生一种战略性的损失。我国家电行业是市场化程度最高的行业，本文通过回顾品牌延伸理论的发展历程，同时结合我国家电行业广泛应用品牌延伸策略这一现实情况，提
2、炼出系统的品牌延伸理论体系，对于我国家电企业怎样正确进行品牌延伸提出合理化建议。关键词：品牌、品牌延伸、家电行业5.1-9,,services,andmakethecitymoreattractive,strengtheningpublictransportinvestment,establishedasthebackboneoftheurbanrailtransitmulti-level,multi-functionalpublictransportsystem,thusprotectingtheregionalposition
3、andachieve中国最大的论文知识平台www.lwxiezuo.comABSTRACTCompaniesarefacingmoreriskwhenmarketnewproductsduetothefiercecompetition,shortenedproductlifecircleandincreasedadvertisementcostsinthelatepartof20thcentury.Toobtainahigheracceptingrateofnewproducts,moreandmorecompaniesadopt
4、brandextensionstrategy.Brandextensionhasbecomeafocusofmarketingresearch。Butmostofthebrandextensionstrategieswerefailed,whilethestrategyhadbeenwellaccepted.What’smore,thebrandextensionisthemostdifficulttoplanandhandleinitsmanagement,andit'sakindofjobneedinghightechnolo
5、gy.Anymistakesinthedecisionofstrategicimportancewillmakethevalueofthebrandpropertydecrease,bringingstrategiclossestotheenterprises.Applianceindustryiscurrentlythehighestdegreeofmarketsectors.Thispaperreviewsthetheoryofthedevelopmentprocessofbrandextension.Atthesametim
6、e,combiningwiththestatusofChinesehomeapplianceindustrywidelyusebrandextension.IwillextractthesystemstheoryofbrandextensionforChinesehomeapplianceenterprisehowtopropertthebrandextensiontoputforwardreasonableproposals.KEYWORDS：Brand，Brandextention，Applianceindustry5.1-9
7、,,services,andmakethecitymoreattractive,strengtheningpublictransportinvestment,establishedasthebackboneoftheurbanrailtransitmulti-level,multi-functionalpublictransportsystem,thusprotectingtheregionalpositionandachieve中国最大的论文知识平台www.lwxiezuo.com5.1-9,,services,andmaket
8、hecitymoreattractive,strengtheningpublictransportinvestment,establishedasthebackboneoftheurbanrailtransitmulti-level,multi-f
