市场营销专业毕业论文--某企业进行品牌延伸的风险及规避对策的研究.docVIP

摘 要 随着经济的发展，越来越多的企业选择走上品牌延伸的道路。本文首先对品牌延伸的基本理论进行了概述，了解了品牌延伸的涵义，知悉了品牌延伸的种类及品牌延伸带来的利益和风险；其次，我们对洁丽雅公司进行了简要介绍，并对“洁丽雅”品牌延伸至内衣内裤给予推测，总结出洁丽雅延伸至内衣内裤的有利点，即主业实力强，国内内衣内裤没有强势品牌，消费者态度走向；再者，本文对洁丽雅内衣内裤进行了SWOT分析，充分了解了其优势、劣势、机会和威胁；最后，我们针对洁丽雅内衣内裤的SWOT分析，进行总结，并提出规避对策：明确市场定位，包括价格定位、产品定位、细分目标人群；注重发展核心价值；考虑关联度及联想意境；延伸产品种类适度，要量力而为；完善营销渠道，包括经销商的管理、加盟店的推广、商超网点的建立，专柜的开设，电子商务平台的构建。通过对洁丽雅品牌延伸至内衣内裤的分析探究，提出规避风险对策，希望使洁丽雅公司的品牌延伸更加合理，更加有效，以提升企业的美誉度和创造更加丰厚的销售利润。 关键词：品牌，品牌延伸，规避对策，渠道 Abstract With economic development, more and more companies have chosen to embark on the road of brand extension. Firstly, the basic theory of brand extension were reviewed to understand the meaning of the brand extension, it knows the type of brand extension and the benefits and risks of brand extension; Secondly, we clean Jieliya briefly introduced, and Jieliya, underwear brand extension to give speculated that summed up the extend clean underwear Jieliya favorable point, the main strength, there is no strong domestic brand underwear, consumer attitudes toward; Furthermore, the paper Jieliya underwear SWOT analysis carried out to fully understand its strengths, weaknesses, opportunities and threats; Finally, we clean Jieliya underwear for the SWOT analysis, summarize, and avoidance measures put forward: a clear market positioning, including price positioning, product positioning, segment the target population; focus on the development of core values; consider the correlation and association mood; extension product categories moderate, to within their means; improve the marketing channels, including the dealers management, franchise marketing, the establishment of super network , counter opened, e-commerce Platform. By Jieliya underwear brand extension analysis to explore and propose measures to avoid risks, cleaning Jieliya want to make more reasonable the companys brand extension, more effective, in order to enhance corporate reputation and to create a more lucrative sales. Key Words: brand, brand extension, avoiding,