品牌延伸存在的问题及对策分析.pdf

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1、毕业论文(设计)题目品牌延伸存在的问题及对策分析系管理系专业、年级2006级工商企业管理专业学生姓名指导教师职称论文字数3348完成日期2009年4月10日品牌延伸存在的问题及对策分析摘要品牌延伸就是利用原有知名品牌的影响力推出新产品，是企业品牌经营的重要策略。本文分析了品牌延伸普遍存在的问题，主要包括：目标市场定位模糊；子品牌过多、过滥；脱离企业和品牌实际盲目延伸；对市场竞争格局缺乏认识；品牌延伸过于宽泛几个方面。并根据问题提出了相应的对策如：保持延伸产品与原有品牌核心价值一致；采用关联延伸；使用副品牌；把握市场竞争状况；根据企业实际需要决定是

2、否进行品牌延伸等。在现代企业品牌运营的经济中,品牌是战略性资产和核心竞争力的重要源泉,企业必须树立品牌意识。关键词：品牌品牌延伸品牌内涵目录摘要·················································································································1一、品牌延伸的概述·················································································

3、··········3（一）什么是品牌······························································································3（二）什么是品牌延伸·························································································3（三）品牌延伸的作用····················································

4、·····································3二、品牌延伸普遍存在的问题················································································31.子品牌过多、过滥···························································································32.品牌延伸过于宽泛，以至于什么都不能代表·····················

5、······································43.脱离企业和品牌实际盲目延伸·············································································44.对市场竞争格局缺乏认识···················································································45.目标市场定位模糊·····································

6、······················································4三、进行品牌延伸的有效对策················································································41.保持延伸产品与原有品牌核心价值一致·································································42.采用关联延伸··································

7、·······························································53.使用副品牌····································································································54.把握市场竞争状况···························································································55.

8、根据企业实际需要决定是否进行品牌延伸··················································