我国中小企业品牌延伸策略选择分析.pdfVIP

目 录 摘 要 I ABSTRACTII 1 绪 论1 1.1 课题的背景和研究意义 ························································································ 1 1.1.1 论文选题的背景 1 1.1.2 论文选题的研究意义 2 1.2 国内外品牌延伸研究现状分析 ············································································ 3 1.2.1 国外研究动态和发展趋势3 1.2.2 国内研究动态和发展趋势3 1.3 论文研究的思路、方法和创新点 ········································································4 1.3.1 论文研究思路 4 1.3.2 研究的方法5 1.3.3 论文的创新点 5 1.4 论文研究内容········································································································ 5 2 品牌延伸相关理论概述6 2.1 多元化战略的概念································································································ 6 2.2 品牌概念的界定···································································································· 6 2.2.1 品牌的内涵6 2.2.2 品牌延伸含义及分类7 2.3 我国中小企业界定 ································································································7 2.4 模糊综合评价基本思想论述 ················································································ 8 2.4.1 模糊综合评价的原则与步骤 8 2.4.2 模糊综合评价的数学模型 9 3 我国中小企业品牌延伸策略的选择 12 3.1 品牌延伸因素分析······························································································ 12 3.1.1 品牌竞争力12 3.1.2 品牌管理能力 13 3.1.3 外部市场环境 14 III 3.2 品牌延伸策略的利弊分析·················································································· 14 3.2.1 品牌延伸策略的有利分析14 3.2.2 品牌延伸策略的不利分析15 3.3 中小企业品牌延伸利弊分析 ·············································································· 16 3.3.1 品牌延伸对中小企业的有利之处16 3.3.2 品牌延伸对中小企业的不利之处17 3.4 中小企业实施品牌延伸策略的相关措施················