五芳斋品牌延伸策略分析报告.doc

浙江财经大学东方学院 毕业论文（或毕业设计） 五芳斋品牌延伸策略分析 学生姓名　　倪璟玥　　　指导教师 王玲 分 院　　　工商管理　　专业名称 市场营销 班　　级　　10市营1班 学　　号 1020310145 提交日期 　年　月　日 答辩日期 　　 年　月　日 2014年4月17日 摘 要 在当今的企业市场竞争中,品牌延伸策略被许多相对有品牌实力的企业所应用,在这种愈演愈烈的经营大战中,单一的产品已显然难以维持持久的品牌竞争优势。于是,通过品牌延伸来实现多元化、国际化,拓展品牌发展空间,便成为了拥有长远发展规划的大企业在寻求新发展,开拓新市场时普遍采用的一种战略选择。然而,任何事物都具有两面性,尽管品牌延伸日益盛行,但在具体的实践中,其失败的案例也不在少数。盲目的品牌延伸不仅会导致新产品推广失利,还会影响原有品牌资产。许多企业在其品牌延伸中并没有获得相应的成果,走入了品牌经营的误区。 本文首先对品牌延伸的定义、正面效应、负面效应、目的等方面对品牌延伸的相关理论进行了概括和总结，其次，以五芳斋为例，对其品牌延伸现状进行分析，总结五芳斋的品牌延伸存在的问题：核心品牌价值观的局限性?；特色餐饮发展不理想；品牌联想依然过分接近“粽子”，没有在延伸产品上赢得正面联想等。根据其存在的问题,提出相应的对策：拓展企业品牌内涵；以市场需求为导向，积极开拓产品延伸新领域；强化延伸品牌的价值观；与时俱进，顺应时代发展需求等。对于企业要稳妥、有效的占有并扩展市场有重要的作用和意义。 关键词：品牌；品牌延伸；对策　 Abstract In todays market competition, Brand extension strategy are used by many Brand strength enterprise, While in this intensified management war, A single product has obviously difficult to maintain lasting brand competitive advantage. Then, through the brand extends to diversified﹑internationalization, expand the brand development space, Became A strategic choice of big companies have long term development plan in seeking new development and Developing new markets. However,everything has its two sides, Although the brand extends is Increasingly popular, But in the practice, its failure case is not in the minority. many enterprises in its brand extension does not get the corresponding results, into the brand management errors. This paper firstly Summarizes and summarized the Related theory : the definition of brand extends﹑ Positive effects﹑ Negative effect﹑ objective etc. then , For wu fang zhai For example, analysis the present situation and reason of the brand extends of wu fang zhai , summarize the existing problems of the brand extension of wu fang zhai: Extensions the scope of Extensions is narrow; there are not rich multi-dimensional and channel compatible product line support ;Brand association is still too close to zong zi, the extension products are not obtained on the positiv