About 1949 years ago the Chinese newspaper brand extension of three modes（大约1949年前,中国报纸品牌延伸的三种模式）.docVIP

About 1949 years ago the Chinese newspaper brand extension of three modes Abstract: This paper 1949 years ago, the Chinese newspaper brand extension, according to its objectives summarized as communication, survival, and value-added three models to be able to tell the reasons for their existence, form and effect, and the parent brand and extension of the embodiment of the brand relationship. brand extension of the newspapers of this period is still in the primary level, the spread and survival mode, more in line with the lower level of Newspapers and access to good effect, on the contrary, as a brand extension of the nature of value-added model is unable to because social and economic conditions are not mature enough play a role. Keywords: before 1949; Chinese newspapers; brand extension; mode One mode of transmission of the brand extension Ake and Keller, brand extension is the use of a brand name in different product categories [1]. The biggest feature of the brand extension is to establish the status of the brand name for the new product, existing brand it is known as the parent brand, new brand is called brand extension. Brand extension generally to the formation of the parent brand position as a precondition, to borrow the market influence of the parent brand and cost-effective and value-added. However, in modern Chinese newspaper first appeared in the brand extension, this premise and purpose does not appear. Reported gt;gt; October 1915 lt;lt; Yi Shi founded in Tianjin in 1916 has not been a firm foothold in Beijing, founder of a brand with the same name extension .1924 machine of the newspaper “Evening World gt;gt; half a year already in the deposit stop The critical moment “[2], into homes lt;lt; Universal Daily News gt;gt; World Illustrated gt;gt; launched from 1925 onwards, the formation of the” world “in the name of the brand extension. the case of the status of the parent brand is not yet fully established extension of the brand can get