摘要：随着企业产品多元化发展，市场竞争日趋激烈，品牌延伸策略已经成为众多公司推出新产品的策略。基于国内和国外企业的品牌延伸研究，以及了解研究成果的基础上，得出了母品牌的延伸，以及如何在品牌延伸的同时尽量避免风险和不损害母品牌价值的研究还有待深入。品牌延伸就是企业将现有的已经有一定地位的品牌使用到一个新产品或者原产品的新成员。企业使用这种策略来增加和利用品牌价值，降低新产品推广的营销支出，通过提供更多的产品类别来增加盈利能力。近年来，市场竞争越来越激烈，营销成本也在上升，新产品进入市场正在面对着越来越大的风险。品牌延伸已经成为企业常用的品牌发展战略和新产品推出策略，并越来越受到国内外企业的关注。本文基于对于海尔公司的品牌延伸策略的分析，以及对于海尔公司品牌延伸成败原因的分析，研究了影响品牌延伸决策的因素和品牌延伸的实施步骤，同时分析了规避品牌延伸风险的方式，帮助企业正确而安全地实施品牌延伸策略。43697

毕业论文关键词：品牌延伸；海尔；品牌延伸决策；风险规避

Research on brand extension strategy--a case study of Haier

Abstract:With the development of enterprise product persification, the market competition is becoming increasingly fierce, the brand extension strategy has become the strategy of many companies to launch new products. Based on the domestic and foreign enterprises, the brand extension study and understand the basis of research results, that the extension of the parent brand, and how the brand extension at the same time try to avoid risk and does not damage the parent brand value still needs further research. Brand extension is the enterprise will have a certain position of the brand to use a new product or a new member of the original products. Enterprises to use this strategy to increase and the brand value, reduce the new product promotion marketing spending, by providing more product categories to increase profitability. In recent years, more and more fierce market competition, marketing costs are also rising, new products into the market is facing a growing risk. Brand extension has become a common brand development strategy and new product launch strategy, and more and more attention from domestic and foreign enterprises. The based on analysis for the Haier brand extension strategy, as well as for the Haier brand extension success or failure reason analysis of brand extension decision factors and brand extension of the implementation steps, and analyzes the way to avoid the risk of brand extension, help the enterprise to correct and safe implementation of brand extension strategy.

Key words: Brand extension； Haier； brand extension decision；risk aversion

目录

一、 绪论 1

(一) 课题的选题背景 1

（二）课题研究的目的和意义 1

1、研究目的 1

2、研究意义 1

（三）品牌延伸文献综述 2

（四）本文的研究思路 2

二、 品牌延伸的理论概述 4

（一）品牌延伸的定义 4

（二） 品牌延伸的类型 4

1、 产品线延伸 4

2、 跨线延伸 5

3、 副品牌延伸 5

三、 海尔公司的品牌延伸现状分析 6