基于多元化战略的品牌延伸策略研究

湘潭大学

硕士学位论文

基于多元化战略的品牌延伸策略研究

姓名：罗喜祥

申请学位级别：硕士

专业：企业管理

指导教师：任天飞

20081210

摘要

多元化战略在20世纪60年代成为许多著名跨国公司极其重要的成长战略。随着我国社会主义市场经济体制的不断发展和完善，多元化战略也逐渐成为国内许多企业谋求发展的重要手段。多元化企业在推出新产品的过程中都会面临品牌策略的选择问题，究竟是采用品牌延伸策略还是采用新品牌策略。如何才能充分利用原品牌的优势，而又不至于落入“品牌延伸陷阱”，这已成为企业多元化战略和品牌延伸研究的重要课题之一。

本文梳理了有关品牌延伸的国内外研究文献，在前人研究的基础上对品牌延伸的概念进行了界定，并对品牌延伸的核心要素与相关理论进行归纳。本文从企业多元化的角度出发，以定性研究为主，重点对多元化战略和品牌延伸之间的内在联系与区别、基于多元化的品牌延伸的方向、品牌延伸的目的、品牌延伸的决策流程、品牌延伸策略的选择及实施等问题进行了探讨。

通过研究，得出以下结论：第一，品牌延伸中产品线延伸不属于多元化的范畴，只有产品种类延伸才属于多元化；第二，单一品牌策略、主副品牌策略和联合品牌策略三种策略各有其利弊和使用条件，企业需要根据自身情况和进行选择；第三，在产品生命周期中，企业最好选择产品的成长期和成熟期开展品牌延伸；第四，延伸产品的营销策略须能强化延伸产品与原品牌之间的契合度。

关键词：多元化；品牌延伸；契合度

Abstract

In the 1950s, Ansoff first put forwarded the diversification strategy, which were used as an extremely important growth strategy in many well-known multinational companies.As China’s socialist market economic system, the establishment and gradual improvement, diversification strategy is also emerging as an important means for domestic enterprises in the process of seeking development. When diversified companies introduce new products, they are to be faced the choice of whether to adopt the brand extension or a new brand. How to take advantages of the original brand without falling into the “brand extension trap” have become an important issue for the study of diversified strategy and brand strategy.

The paper detailed expatiated the summarization of domestic and oversea scholars of brand extension，summarized the conception of brand extension based on the study of other scholars, concluded the core factors of brand extension and correlative academic basement. Then, carried on my qualitative research from the point of diversification, discussing the relationship between the brand extension strategy and diversification strategy, the purpose behind the brand extension, the decision-making process of brand extension and the choice of brand extension strategies and its implementation.

Through my research, the paper obtained the following conclusions: first, the line extension is not included in the diversification but only the category extension. Secondly, single brand strategy, main-subsidiary brand strategy and co-brand strategy have their own advantages and disadvantages, so companies should choose brand extension strategy according their condition and ability of themselves. Thirdly, companies should better carry on brand extension when the product at the growing period or autumn period .At last, the marketing strategy should be design to be help improve the fit between the extension product and the origin brand.

Key Words: diversification; brand extension; fit