摘要
跨行业品牌延伸是企业将已成功的品牌延伸到不同种类的产品及不同行业上。随着企业战略的演进和企业规模的扩张,跨行业品牌延伸已成为企业多元化经营的重要手段。但与行业内品牌延伸相比,跨行业品牌延伸具有较高的风险。消费者对母品牌的接受程度、母品牌与延伸产品的契合度、母品牌的延伸能力、营销支持力量成为影响跨行业品牌延伸绩效的关键因素。本文从企业应用角度,整合消费者评价因素,建构了跨行业品牌延伸的综合模型,为企业实施跨行业品牌延伸提供了可参照的流程框架。
Cross-industry Brand extension is the enterprise extends its successful brand to ditterent industries and product categories. Along with the enterprise strategy＇s evolution and enterprise size＇s expansion, cross-industry brand extension has become an important means of the enterprise＇s multiplication management. But cross-industry brand extension has the high risk when it compare with the brand extension within the industry. They are the key successful factors that influence the performance, of cross-industry brand extension such as consumers＇ receptivity on the parent brand, perceived fit between the parent brand and the extended product, the parent brand＇s extension ability and the marketing sustaining systems. Based on above analysis this paper gathers consumer evaluation factors, constructs an integrated model of cross-industry brand extension that facing the enterprise application orientation and provides a flow framework which might refer for the enterprise＇s cross-industry brand extension.
出处
《经济管理》
CSSCI
北大核心
2009年第1期96-103,共8页
Business and Management Journal ( BMJ )
基金
辽宁省教育厅人文社会科学研究项目"辽宁装备制造业自主品牌的生成路径与发展战略研究"(20060096)。
关键词
品牌
品牌延伸
跨行业品牌延伸
母品牌
感知契合度
brand
brand extension
cross-industry brand extension
parent brand
perceived fit
