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1、分類號(hào)：F2722017屆本科生畢業(yè)論文題目：娃哈哈品牌延伸策略分析作者姓名：***學(xué)號(hào)：2013100348系(院)、專業(yè)：經(jīng)濟(jì)管理學(xué)院、市場營銷專業(yè)指導(dǎo)教師姓名：***指導(dǎo)教師職稱：副教授2017年5月10日ClassificationCode：F2722017UndergraduateGraduationThesisTitle:WahahabrandextensionstrategyanalysisName:*************StudentID:2013100348Department,Specialty:Economics&Managemen
2、t,MarketingSupervisor:********SupervisorTitle:AssociateProfessorMay10,2017摘要品牌可謂企業(yè)的命脈，在企業(yè)中扮演著重要的角色，現(xiàn)如今，全球化經(jīng)濟(jì)的發(fā)展速度越來越快，市場競爭呈現(xiàn)出白熱化的趨勢，企業(yè)之間的競爭轉(zhuǎn)變成了品牌的較量。優(yōu)質(zhì)的品牌效應(yīng)有助于擴(kuò)大產(chǎn)品的知名度，提升顧客對產(chǎn)品的滿意程度，節(jié)省產(chǎn)品的銷售成本，提升產(chǎn)品的競爭優(yōu)勢，搶占市場先機(jī)，獲得更大的客戶群，進(jìn)而拓寬產(chǎn)品的銷售渠道，創(chuàng)造出更豐富的經(jīng)濟(jì)效益，最終實(shí)現(xiàn)產(chǎn)業(yè)發(fā)展的良性循環(huán)。在實(shí)際生活中，發(fā)生了很多個(gè)失敗的品牌打造事件，經(jīng)過對這
3、些事件的研究，得出以下結(jié)論，推行品牌延伸政策必須具有較強(qiáng)的抵御風(fēng)險(xiǎn)能力，市場上的風(fēng)險(xiǎn)是多樣性的，如創(chuàng)新能力的減弱、品牌個(gè)性的弱化、品牌定位不清晰、品牌聲譽(yù)被破壞等。娃哈哈的發(fā)展歷史已經(jīng)有26年，其的發(fā)展過程就是品牌延伸和多品牌政策的演變過程，本論著以娃哈哈為研究對象，對其的品牌延伸實(shí)情展開系統(tǒng)性的探究，總結(jié)出其在推行品牌延伸政策中所暴露出的弊端，進(jìn)而歸納出以下結(jié)論，即對娃哈哈品牌延伸措施實(shí)施整改。關(guān)鍵詞：品牌；“娃哈哈”；品牌延伸；得與失ABSTRACTThebrandistheenterprise'slifeline,intheenterpriseplay
4、sanimportantroleinnowadays,economicglobalizationdevelopsfasterandfaster,themarketcompetitionhasbecomewhitehottrend,thecompetitionbetweenenterpriseshaschangedintothebrandcompetition.Brandqualityhelpstoexpandthevisibilityofproducts,improvecustomersatisfactionofproducts,savingthecosto
5、fsalesoftheproduct,enhancetheproductcompetitiveadvantage,seizemarketopportunities,getmorecustomers,andexpandproductsaleschannels,tocreateamorericheconomicbenefit,andultimatelyachieveavirtuouscyclethedevelopmentoftheindustry.Inreallife,thereweremanyfailedbrandevents,throughthestudyo
6、ftheseevents,wecandrawtheconclusionthattheimplementationofbrandextensionpolicymusthaveastrongabilitytoresistrisks,marketriskisdiversity,suchasinnovationabilityweakened,brandpersonalityweakening,brandpositioningisnotclear,brandreputationwasdestroyed.ThehistoryofthedevelopmentofWahah
7、ahas26yearsofevolution,thedevelopmentprocessisthebrandextensionandmultibrandpolicy,thistreatisetoWahahaastheresearchobject,toexplorethetruthofthedevelopingsystemofbrandextension,summedupitsshortcomingsintheimplementationofbrandextensionpolicyinrevealing,andthensummedupthefollowingc
8、onclusionsthatis,theimplem
