Companies are facing more risk when market new products due to the fierce competition, shortened product life circle and increased advertisement costs in the late part of 20th century. To obtain a higher accepting rate of new products, more and more companies adopt brand extension strategy. Brand extension has become a focus of marketing research。But most of the brand extension strategies were failed, while the strategy had been well accepted. What’s more, the brand extension is the most difficult to plan and handle in its management, and it's a kind of job needing high technology. Any mistakes in the decision of strategic importance will make the value of the brand property decrease, bringing strategic losses to the enterprises.
Appliance industry is currently the highest degree of market sectors. This paper reviews the theory of the development process of brand extension. At the same time, combining with the status of Chinese home appliance industry widely use brand extension. I will extract the systems theory of brand extension for Chinese home appliance enterprise how to propert the brand extension to put forward reasonable proposals.
KEYWORDS：Brand，Brand extention，Appliance industry
正文目录
第一章 导论 1
第一节 课题研究现实背景 1
第二节 课题研究理论背景 2
第三节 研究意义 3
第二章 品牌延伸的相关理论 4
第一节 品牌延伸 4
第二节 品牌延伸战略 6
第三节 品牌延伸效果评估模型 8
第三章 我国家电行业与品牌延伸 12
第一节 我国家电行业特点 12
第二节 我国家电品牌之间的竞争 12
第三节 多元化经营与品牌延伸 13
第四章 我国家电业品牌延伸案例探析 16
第一节 海尔的品牌延伸战略 16
第二节 格力的品牌定位 18
第三节 海信的多元化之路 20
第五章 我国家电企业的品牌延伸策略分析 22
第一节 品牌资产对品牌延伸决策的影响 22
第二节 我国家电企业主要采用的品牌延伸战略 24
第六章 结语 27
【参考文献】 28
致 谢 30
