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ID:19331800
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页数:16页
时间:2018-10-01
《学士论文-品牌延伸战略研》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、学士论文-品牌延伸战略研1TheBrandextensionstrategyresearchStudentsname:xxx2随着市场竞争程度的加剧和广告费用的日益增长,新产品导入已面临着越来越大的风险。据统计,在70年代至80年代里企业向市场推出的新产品中,真正获得成功的仅占20%,其中有30%―35%因为不被消费者接受和过高的市场初期导入费用而失败。解决上述问题的有效途径之一就是利用品牌延伸,通过延伸将已有品牌的名称和品牌资产转移到新产品或服务,从而大大降低新产品进入市场的壁垒。品牌延伸的实质是母品牌的品牌资产和品牌信誉向子品牌的转移,它要求母品牌要具有较高的品牌资
2、产和品牌信誉,母品牌的核心价值要能够移植,并且要充分考虑延伸产品的行业关联性。根据具体情况的不同,可以采用水平延伸和垂直延伸两种策略。品牌延伸是一把双刃剑,在降低新产品进入市场的壁垒、提高新产品成活率,分散企业经营风险的同时,也会由于延伸不当引发消费者的不良联想,产生心理冲突,导致母品牌的品牌个性被稀释,产生“跷跷板效应”,使母品牌失去现有的市场优势。因此,企业要综合考虑影响品牌延伸的各种要素,充分发挥品牌延伸的正面效应,有效规避竞争风险。品牌品牌延伸品牌延伸战略3[Abstract]withtheCompetitiondegreeofthemarketbecoming
3、worseandworseandtheadvertisingexpensesincreasingdaybyday,thenewproductductinghasalreadyfacedbiggerandbiggerrisks.Accordingtothecovariance,only20%ofthenewproductsthatwereputintothemarketinthe70'sto80'sachievedsuccess.And30%to35%ofthefailureisbecausetheconsumersdidnotaccepttheproductsandth
4、eproductscosttoomuchintheirearlymarket.Oneoftheeffectivepathsthatcansolvetheabove-mentionedproblemsistomakeuseofthebrandextension.Inthisway,enterprisescantransferthebrandnameandthebrandpropertiesthathavebeenpopulartotheconsumerstothenewproductorservice,loweringthebarracksthatthenewproduc
5、tsenterthemarket.Theessenceofthebrandextensionistotransferthepropertyandprestigeofthemainbrandtowardsub-brand.Itrequeststhatthemainbrandhashighbrandpropertyandprestigeandthecorevalueofthefemalebrandcanbetransplanted.Besides,theprofessionconnectionofextendtheproductalsomustbeconsideredwel
6、l.Accordingtothedifferentcircumstances,theenterprisescanadoptthelevelextensionorperpendicularextensionstrategy.Thebrandextensionisabladessword.Itcanlowerthebarracks,increasenewproduct’slivingratewhenthenewproductentersthemarketandscatterthebusinessenterprises’managementrisk.However,itals
7、ocancausethebadvisiontotheconsumersbecauseoftheinaccurateextension,producethementalconflict,causethedilutionofthecharacterofthemainbrand,produce”theseesaweffect”,andmakethefemalebrandlosetheadvantageintheexistingmarket.Therefore,thebusinessenterprisesshouldconsiderthevari
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