摘  要

在現(xiàn)代市場(chǎng)經(jīng)濟(jì)中，企業(yè)之間的競(jìng)爭(zhēng)越來(lái)越表現(xiàn)為品牌的競(jìng)爭(zhēng)，品牌的綜合實(shí)力決定企業(yè)能否在市場(chǎng)中占據(jù)有利的地位。隨著品牌競(jìng)爭(zhēng)越來(lái)越激烈，企業(yè)現(xiàn)有品牌的發(fā)展空間在不斷縮小，品牌延伸勢(shì)在必行。品牌延伸是企業(yè)品牌戰(zhàn)略的重要組成部分，它對(duì)企業(yè)有著許多積極的意義。企業(yè)現(xiàn)有的主導(dǎo)品牌出現(xiàn)市場(chǎng)飽和或者老化的時(shí)候，品牌延伸就可以開(kāi)拓新的市場(chǎng)，為企業(yè)的發(fā)展從整體上給出目標(biāo)。品牌延伸還可以減少消費(fèi)者感知到的風(fēng)險(xiǎn)，增加產(chǎn)品試銷的可能性，降低推出新產(chǎn)品的成本。品牌延伸還能明確主品牌的含義，豐富主品牌的形象。雖然品牌延伸能為企業(yè)帶來(lái)諸多利益，但是品牌延伸也是一把雙刃劍，若使用不當(dāng)，會(huì)使企業(yè)面臨巨大的風(fēng)險(xiǎn)，甚至導(dǎo)致原有品牌的消失及企業(yè)的破產(chǎn)倒閉。本論文首先對(duì)品牌延伸發(fā)展以來(lái)的理論進(jìn)行論述，對(duì)品牌延伸的定義進(jìn)行分類，分析企業(yè)進(jìn)行品牌延伸的條件、意義、面臨的問(wèn)題和解決策略，并在此基礎(chǔ)上結(jié)合中財(cái)管道的實(shí)際情況，分析中財(cái)管道品牌延伸的現(xiàn)狀，找出存在的問(wèn)題，提出主品牌提升、延伸產(chǎn)品市場(chǎng)定位和主副品牌相結(jié)合等解決策略。本文對(duì)品牌延伸的相關(guān)研究能夠幫助企業(yè)從自身和市場(chǎng)出發(fā)，趨利避害，更好的進(jìn)行品牌延伸，對(duì)企業(yè)的長(zhǎng)遠(yuǎn)發(fā)展十分有利。

關(guān)鍵詞：品牌延伸；品牌延伸模式；主副品牌

Abstract

In modern market economy, enterprises’ competition is increasingly reflected in the brand competition, the overall strength of brand equity decides whether the company can hold a favorable position in the market. With the brand competition is getting more and more intense, the development of existing brand continued to decrease, so the extension of the brand is imperative. Brand extension is an important part of the brand strategy, which has many positive implications to the company. When the leading brand of existing brands become market saturation or aging, the extension of brand can open up new markets, giving the company a development target in a whole vision. Then, brand extension can also reduce the perceived risk of the consumers’, increase the possibility of products’ marketing, low down the cost of launching a new product. Finally, brand extension can also define the meaning of the brand and rich the image of the brand. Brand extension can bring many benefits for the enterprise, but the brand extension is a double-edged sword. If use undeserved, the enterprises will face great risks, even lead to the disappearance of the original brand and the enterprises bankrupt.This thesis firstly discusses the theories of brand extension since it began to develop, classified the definition of brand extension, and analyzes the conditions, meanings, problems and strategies when the companies begin to use brand extension. And on this foundation, combining the actual condition of zhongcai pipeline, analysis the current situation of the brand extension in zhongcai pipeline, find some problems and give some corresponding solutions, such as main brand promotion, extension products market orientation and the combination of main and sub brands.This thesis which research on brand extension helps companies starting from their own and the market，while avoiding disadvantages，make a better brand extension. It is good for the long-term development of enterprises.

Key words:  Brand extension; Brand extension model; The combination of main and sub brands

目 錄

一、引言 1

二、品牌延伸的基本理論 2

（一）品牌延伸的定義 2

（二）品牌延伸的模式選擇 2

（三）品牌延伸的必要性 3

（四）品牌延伸的潛在風(fēng)險(xiǎn) 4

三、中財(cái)管道品牌延伸發(fā)展現(xiàn)狀及存在的問(wèn)題 5

（一）中財(cái)管道品牌概述 5

（二）中財(cái)管道品牌延伸的優(yōu)勢(shì)及意義 6

（三）中財(cái)管道品牌延伸存在的問(wèn)題 8

四、中財(cái)管道品牌延伸策略 9

（一）主品牌提升策略 9

（二）延伸產(chǎn)品市場(chǎng)定位策略 9

（三）主副品牌相結(jié)合策略 10

五、結(jié)語(yǔ) 11

致  謝 12

參考文獻(xiàn) 13