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1、分类号:F2722017届本科生毕业论文题目:娃哈哈品牌延伸策略分析作者姓名:***学号:2013100348系(院)、专业:经济管理学院、市场营销专业指导教师姓名:***指导教师职称:副教授2017年5月10日ClassificationCode:F2722017UndergraduateGraduationThesisTitle:WahahabrandextensionstrategyanalysisName:*************StudentID:2013100348Department,Specialty:Econ
2、omics&Management,MarketingSupervisor:********SupervisorTitle:AssociateProfessorMay10,2017摘要品牌可谓企业的命脉,在企业中扮演着重要的角色,现如今,全球化经济的发展速度越来越快,市场竞争呈现出白热化的趋势,企业之间的竞争转变成了品牌的较量。优质的品牌效应有助于扩大产品的知名度,提升顾客对产品的满意程度,节省产品的销售成本,提升产品的竞争优势,抢占市场先机,获得更大的客户群,进而拓宽产品的销售渠道,创造出更丰富的经济效益,最终实现产业发展的良性
3、循环。在实际生活中,发生了很多个失败的品牌打造事件,经过对这些事件的研究,得出以下结论,推行品牌延伸政策必须具有较强的抵御风险能力,市场上的风险是多样性的,如创新能力的减弱、品牌个性的弱化、品牌定位不清晰、品牌声誉被破坏等。娃哈哈的发展历史已经有26年,其的发展过程就是品牌延伸和多品牌政策的演变过程,本论著以娃哈哈为研究对象,对其的品牌延伸实情展开系统性的探究,总结出其在推行品牌延伸政策中所暴露出的弊端,进而归纳出以下结论,即对娃哈哈品牌延伸措施实施整改。关键词:品牌;“娃哈哈”;品牌延伸;得与失ABSTRACTThebrand
4、istheenterprise'slifeline,intheenterpriseplaysanimportantroleinnowadays,economicglobalizationdevelopsfasterandfaster,themarketcompetitionhasbecomewhitehottrend,thecompetitionbetweenenterpriseshaschangedintothebrandcompetition.Brandqualityhelpstoexpandthevisibilityofp
5、roducts,improvecustomersatisfactionofproducts,savingthecostofsalesoftheproduct,enhancetheproductcompetitiveadvantage,seizemarketopportunities,getmorecustomers,andexpandproductsaleschannels,tocreateamorericheconomicbenefit,andultimatelyachieveavirtuouscyclethedevelopm
6、entoftheindustry.Inreallife,thereweremanyfailedbrandevents,throughthestudyoftheseevents,wecandrawtheconclusionthattheimplementationofbrandextensionpolicymusthaveastrongabilitytoresistrisks,marketriskisdiversity,suchasinnovationabilityweakened,brandpersonalityweakenin
7、g,brandpositioningisnotclear,brandreputationwasdestroyed.ThehistoryofthedevelopmentofWahahahas26yearsofevolution,thedevelopmentprocessisthebrandextensionandmultibrandpolicy,thistreatisetoWahahaastheresearchobject,toexplorethetruthofthedevelopingsystemofbrandextension
8、,summedupitsshortcomingsintheimplementationofbrandextensionpolicyinrevealing,andthensummedupthefollowingconclusionsthatis,theimplem