服装企业品牌延伸策略研究

发布时间：2018-06-26 06:57

本文选题：品牌 + 品牌延伸　；参考：《北京服装学院》2008年硕士论文

【摘要】： 随着市场竞争的加剧,产品生命周期的缩短,品牌延伸成为品牌经营的重要策略。品牌延伸不仅可以节省大量的资金和时间成本,而且新产品更容易被消费者所接受并占领更多的细分市场,大大降低了新产品失败的风险。目前我国服装企业在运用品牌延伸策略时存在着许多误区,在进行品牌延伸时错误定位了品牌的特质、发展阶段、自身能力,因此企业必须从长远发展的角度审视品牌延伸,采取合理有效的策略确保品牌延伸的成功。本文从管理学的角度剖析品牌延伸的策略,共分为五部分。第一章介绍了品牌延伸产生的市场环境及研究意义、研究方法;第二章介绍了品牌延伸的相关理论及概念综述;第三章在讨论品牌延伸的策略时引入品牌生命周期的概念,分析了企业在何时进行品牌延伸,及不同生命周期阶段的品牌管理策略。第四章对品牌延伸策略进行全面阐述,包括对服装品牌的延伸形式,可能产生的误区,及规避风险的策略;最后一章介绍了国际国内服装品牌延伸的实例,希望对我国服装企业的品牌延伸和品牌管理有借鉴意义。
[Abstract]:With the intensification of market competition and the shortening of product life cycle, brand extension has become an important strategy for brand management. Brand extension can not only save a lot of money and time cost, but also make the new product more easily accepted by consumers and occupy more market segments, which greatly reduces the risk of failure of the new product. At present, there are many misunderstandings in the application of brand extension strategy in our country's garment enterprises. In the process of brand extension, we have mispositioned the characteristics, development stage and ability of the brand. Therefore, enterprises must examine the brand extension from the perspective of long-term development. Adopt reasonable and effective strategies to ensure the success of brand extension. This paper analyzes the strategy of brand extension from the perspective of management, divided into five parts. The first chapter introduces the market environment and research significance of brand extension, the research method; the second chapter introduces the related theories and concepts of brand extension; the third chapter introduces the concept of brand life cycle when discussing the strategy of brand extension. This paper analyzes when enterprises carry out brand extension and brand management strategies in different life cycle stages. The fourth chapter gives a comprehensive exposition of the brand extension strategy, including the extension form of clothing brand, the possible misunderstanding, and the strategy of avoiding risks; the last chapter introduces the examples of the international and domestic clothing brand extension. I hope it can be used for reference to the brand extension and brand management of garment enterprises in our country.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.86

【引证文献】