我国家电行业品牌延伸策略比较分析--以海尔、tcl公司为例

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1、山东建筑大学硕士学位论文CompaI鼍tiVeanalysisofChina’shOmeappI切nceindustrybI．_andextensiOnstrategy一一tohaiebTCLcOmpanyasane姐mpIeW．angxirl(TechnologyEconomyandManagement)DirectedbyMaRuiruaABSTRACTThe2lstcenturyisaneraofbfandcompetition，thesuccessofthebraJldbecometheimportantintaJlgibleassetsofente叩rises，helpente叩r

2、isesoccupythemarI(et，morecompet“iVe．Inordertomake如nuseofintangibIeassetssuchastheoriginaIbrandtothereputationoftheenterprisetobringalotofente叩risesinnewprodu戍launches，oRenchoosebrande)(tensionstrategy．Butbrande)(tensioIl，oncefail，theimpactisprofound．Failureofbrande)(tensionwillbringmanynegatiVee丘’e

3、cts，suchasthefailureofbraJlde)(tensionwillmakeclearthemotherbrandimagebIurring，floating，positioningintheC0nsumers’mindstatusshaken，bringcertaineconomiclossestotheparentbrand．Therefore，dia’erentcoInpaniesofthesameindust眄brande)(tensionanaIysis，f南mtheorytoeXploretheinnuencefactorsofbrande)(tensionsuc

4、cessandfailure，cano岱玎theoreticalguidanceforco叩oratebrande)(tensionstrategyThesisresearchmainlyadoptsqualitatiVeanalysisandquantitatiVeanalysisandquestionnairesurveymethod，usingSPSSl7．0werestudiedInthispaper，staning仔omtheconceptofbrande)(tensio也brande)(tensioninrecentyearsbothhomeandabroadarereViewe

5、drecentresearchresultsandfinishing．Mainlyintroducedtheconc印tofbrand，brandextension，brandextensionstI。ategy；theconceptofbrande)(tensionstrategyofhomeapplianceindust巧inChinaandthefactorsafrectingourcountryhomeapplianceindustrybrande)(tensionanalysis．Thisafticlemainlyadoptstheempiricalanalysisofhaier，

6、TCL，t、volistedcompaniestoanalyzefactors蚯．ectiI培braIldextension．Onthebasisoftheoreticalresearch，tllispaperchose疔omtheperspectiVeofconsumers，Ⅱ山东建筑大学硕士学位论文thebrande)【tensioninfluencingf．actorsweresnJdied．Consumersarebrandconsumerande)(tensionofexistingproductfinalbuyers．Therefore，theresearch仔omthepers

7、pectiveofconsumerbrandlookmoretheoreticalandpramicalValue．Thispapermainlyanalyzestheconsumerbrandqualityawareness，purchasef诧quency，productfamiliarity，brandfamiliarity，price，aIlde)(tendsthesixbigcorrelationf