品牌延伸存在的问题和对策（毕业论文）.doc

广东白云学院 毕业设计（论文） 题目： 品牌延伸存在的问题和对策 学生姓名： 学 号： 0652011136 班 级: 06工商管理本科（1）班 专 业： 工商管理 所 在 系: 管理系 指导教师： 完成日期: 2010年5月4日 2010 年 5 月 品牌延伸存在的问题和对策 摘要 现代经济活动的日益频繁，使得市场竞争越来越激烈，品牌则成为这场竞争中的主角。有人预言：决定21世纪世界格局的国家经济地位的因素，除了科技以外，就是以品牌为代表的市场占领。因而品牌延伸成为企业对外营销策略中不可或缺的重要组成部分。本文首先从品牌延伸概述出发，阐明品牌延伸存在的前提和依据。其次从品牌延伸策略的价值和发展优势入手，研究其优越发展态势。接着对我国企业在运用这一策略时存在的问题及风险进行深入的分析，找出问题根源所在。最后针对品牌延伸中存在的问题，提出我国企业成功运用品牌延伸策略的现实对策。 关键词：品牌延伸；问题；策略 BRAND EXTENSION PROBLEMS AND COUNTERMEASURES ABSTRACT Modern economic activities have become more and more frequent, which have made the market competition fiercer and fiercer, and the brand will become the protagonist in this competition. It was predicted that the determinant factors of the status of national economic in the world situation in the 21st century would be the market share that represented by the brand, in addition to technology. Thus to extend the enterprises external brand is an important part of their marketing strategies. First, this paper outlines the extension of the brand, and expounds the existence premise and basis of brand extension. Second, based on the value of brand extension strategy and the development advantages, the author researched the superior development trend of it. Then take a deep analysis on the existing problems and the risks of Chinese enterprise when they use the strategy. Finally, to the problems of brand extension, the author proposed successful application of reality strategy in China enterprise brand extension. Key Words: brand extension; problem; strategy 目录 1 绪论………………………..……………………………….…………………………….. 1 1.1 课题的背景……..……………………………….……………………………..……..1 1.2 国内外研究状况.……..……………………………….……………………………..1 1.3 课题的研究意义……..……………………………….………………………………2 2 品牌延伸策略的内涵及实施意义……….………………………………………….……3 2.1 品牌延伸策略的内涵……….………………………………………….…….............3 2.2 品牌延伸策略的实施意义……….…………………………………….…….............3 3 企业实施品牌延伸策略时存在的问题 …………………………….…………………...5 3.1 损害原产品