市场营销专业毕业论文--企业进行品牌延伸的风险及规避对策.docVIP

本 科 毕 业 设 计（论 文） 题 目 企业进行品牌延伸的风险及规避对策 ——以宁波三A集团有限公司为例 学 院 商学院 专 业 市场营销 班 级 　 学 号 学生姓名 　 指导教师 摘 要 在这个物质条件发达的年代，品牌消费现象愈发的严重，品牌一旦被注意，被肯定，将对企业产生很大的影响，直接影响到企业的经济效应。在品牌获得这样的成功后，企业家们自然的开始发动品牌延伸策略，在这个市场经济的社会被作为发掘企业内在潜力、增大企业利润空间的重要手段，成为众多企业的理性选择。品牌延伸企业推出新产品，快速占有并扩大市场， Abstract In this material conditions, brand consumption phenomenon more and more serious, the brand once be noticed, be sure, will produce very big effect to enterprise, directly affect the enterprise economic effect. In the brand obtain such after the success of entrepreneurs start brand extension strategy in the market economy, the society is as discover enterprise inner potential, increase the important means of enterprise profit space, gradually, many enterprises of complicity to become rational choice. Enterprise put the brand extends well used and full time brand extension can help enterprise to produce new products, and expand the market, quick possession and can help enterprise to bring the huge advantage, can help enterprises to acquire more economic benefit, but if without careful differentiates, research and prudent grasp of brand extension, on the development of rashly, then will produce the bad influence, fell into the trap of brand extension, so for the brand extends the research is also necessary. In this paper, first, the brand extends related theory making basic overview, Secondly, the companys brand extension is introduced, the paper analyzed the corresponding superiority, and points out the cause of the company after the brand extends the adverse effects. On this basis, this article mainly aims at the three A group limited company brand extends the existence the question put forward countermeasures: Keep the balance, continue to walk into