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1、畢業(yè)論文(設計)題目品牌延伸存在的問題及對策分析系管理系專業(yè)、年級2006級工商企業(yè)管理專業(yè)學生姓名指導教師職稱論文字數(shù)3348完成日期2009年4月10日品牌延伸存在的問題及對策分析摘要品牌延伸就是利用原有知名品牌的影響力推出新產(chǎn)品，是企業(yè)品牌經(jīng)營的重要策略。本文分析了品牌延伸普遍存在的問題，主要包括：目標市場定位模糊；子品牌過多、過濫；脫離企業(yè)和品牌實際盲目延伸；對市場競爭格局缺乏認識；品牌延伸過于寬泛幾個方面。并根據(jù)問題提出了相應的對策如：保持延伸產(chǎn)品與原有品牌核心價值一致；采用關(guān)聯(lián)延伸；使用副品牌；把握市場競爭狀況；根據(jù)企業(yè)實際需要決定是
2、否進行品牌延伸等。在現(xiàn)代企業(yè)品牌運營的經(jīng)濟中,品牌是戰(zhàn)略性資產(chǎn)和核心競爭力的重要源泉,企業(yè)必須樹立品牌意識。關(guān)鍵詞：品牌品牌延伸品牌內(nèi)涵目錄摘要·················································································································1一、品牌延伸的概述·················································································
3、··········3（一）什么是品牌······························································································3（二）什么是品牌延伸·························································································3（三）品牌延伸的作用····················································
4、·····································3二、品牌延伸普遍存在的問題················································································31.子品牌過多、過濫···························································································32.品牌延伸過于寬泛，以至于什么都不能代表·····················
5、······································43.脫離企業(yè)和品牌實際盲目延伸·············································································44.對市場競爭格局缺乏認識···················································································45.目標市場定位模糊·····································
6、······················································4三、進行品牌延伸的有效對策················································································41.保持延伸產(chǎn)品與原有品牌核心價值一致·································································42.采用關(guān)聯(lián)延伸··································
7、·······························································53.使用副品牌····································································································54.把握市場競爭狀況···························································································55.
8、根據(jù)企業(yè)實際需要決定是否進行品牌延伸··················································
