从海尔品牌延伸失误--谈品牌延伸成功策略（Mistakes -- on the strategy of brand extension success from the Haier brand extension）.docVIP

从海尔品牌延伸失误--谈品牌延伸成功策略（Mistakes -- on the strategy of brand extension success from the Haier brand extension） Haier President Zhang Ruimin after winning the 2001 ten economic figures that Haier extends to the pharmaceutical industry mistakes in the brand, consumers only recognized Haier brand is a home appliance brand, so we cannot accept this extension, leading to failure. This problem the author discuss the brand extension, brand extension is a trend, more and more enterprises to enter new markets, the development and utilization of existing brands, rather than creating a new brand, this momentum in the world is increasing. At present, local enterprises have begun to adopt it, and business brands have begun to increase, adopting licensing production (OEM), and beyond the product type boundaries, access to the surrounding areas. Industrial products brand products outside the direction of development, expansion of variety management, such as Japans Mitsubishi Co, including ships, nuclear power plants, cars, hi fi, banks and food. At present in the country about brand extension is appropriate are still in dispute, most are still attributed to consumer acceptance and maturity of the market, the author thinks that brand extension success depends on whether the brand to which interface. First, the inevitability of brand extension: 1, brand extension can rapidly increase the scale of enterprises. Generally speaking, the development of an enterprise is realized by means of self accumulation, expansion of scale, debt management, expansion of scale and capital operation, and expansion of scale. Relying on self accumulation to expand the scale, this way is mainly rely on self storage funds, especially the profits of technical transformation, reconstruction, expansion or new production workshop, so as to achieve rolling development. Generally speaking, the accumulation of its development speed is very slow on its own, and the expansion of all enterprises need to establish custo