企业品牌延伸策略研究[毕业论文].doc

摘  要

在现代市场经济中，企业之间的竞争越来越表现为品牌的竞争，品牌的综合实力决定企业能否在市场中占据有利的地位。随着品牌竞争越来越激烈，企业现有品牌的发展空间在不断缩小，品牌延伸势在必行。品牌延伸是企业品牌战略的重要组成部分，它对企业有着许多积极的意义。企业现有的主导品牌出现市场饱和或者老化的时候，品牌延伸就可以开拓新的市场，为企业的发展从整体上给出目标。品牌延伸还可以减少消费者感知到的风险，增加产品试销的可能性，降低推出新产品的成本。品牌延伸还能明确主品牌的含义，丰富主品牌的形象。虽然品牌延伸能为企业带来诸多利益，但是品牌延伸也是一把双刃剑，若使用不当，会使企业面临巨大的风险，甚至导致原有品牌的消失及企业的破产倒闭。本论文首先对品牌延伸发展以来的理论进行论述，对品牌延伸的定义进行分类，分析企业进行品牌延伸的条件、意义、面临的问题和解决策略，并在此基础上结合中财管道的实际情况，分析中财管道品牌延伸的现状，找出存在的问题，提出主品牌提升、延伸产品市场定位和主副品牌相结合等解决策略。本文对品牌延伸的相关研究能够帮助企业从自身和市场出发，趋利避害，更好的进行品牌延伸，对企业的长远发展十分有利。

关键词：品牌延伸；品牌延伸模式；主副品牌

Abstract

In modern market economy, enterprises’ competition is increasingly reflected in the brand competition, the overall strength of brand equity decides whether the company can hold a favorable position in the market. With the brand competition is getting more and more intense, the development of existing brand continued to decrease, so the extension of the brand is imperative. Brand extension is an important part of the brand strategy, which has many positive implications to the company. When the leading brand of existing brands become market saturation or aging, the extension of brand can open up new markets, giving the company a development target in a whole vision. Then, brand extension can also reduce the perceived risk of the consumers’, increase the possibility of products’ marketing, low down the cost of launching a new product. Finally, brand extension can also define the meaning of the brand and rich the image of the brand. Brand extension can bring many benefits for the enterprise, but the brand extension is a double-edged sword. If use undeserved, the enterprises will face great risks, even lead to the disappearance of the original brand and the enterprises bankrupt.This thesis firstly discusses the theories of brand extension since it began to develop, classified the definition of brand extension, and analyzes the conditions, meanings, problems and strategies when the companies begin to use brand extension. And on this foundation, combining the actual condition of zhongcai pipeline, analysis the current situation of the brand extension in zhongcai pipeline, find some problems and give some corresponding solutions, such as main brand promotion, extension products market orientation and the combination of main and sub brands.This thesis which research on brand extension helps companies starting from their own and the market，while avoiding disadvantages，make a better brand extension. It is good for the long-term development of enterprises.

Key words:  Brand extension; Brand extension model; The combination of main and sub brands

目 录

一、引言 1

二、品牌延伸的基本理论 2

（一）品牌延伸的定义 2

（二）品牌延伸的模式选择 2

（三）品牌延伸的必要性 3

（四）品牌延伸的潜在风险 4

三、中财管道品牌延伸发展现状及存在的问题 5

（一）中财管道品牌概述 5

（二）中财管道品牌延伸的优势及意义 6

（三）中财管道品牌延伸存在的问题 8

四、中财管道品牌延伸策略 9

（一）主品牌提升策略 9

（二）延伸产品市场定位策略 9

（三）主副品牌相结合策略 10

五、结语 11

致  谢 12

参考文献 13