文档介绍：-
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师*大学**分校
本科生毕业论文
论assets, the 21st century, consumers in the face with a variety of modity information is often difficult to choose, uncertain, and the brand, especially strong brand tend to bee one of the basis of consumer preference , the enterprise how to create a more personal and popular with consumers brand image, is particularly important, also is enterprise can form core petitiveness and maintain the sustainable development of the represents the image of the enterprise, is the enterprise important intangible the market petition is increasingly fierce, the product import risk rising today, brand e*tension has bee one of the many enterprises priority brand e*tension can reduce risk, reduce cost, increase the brand value
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.But in reality a lot of brand e*tension of failure cases prove that the implementation of brand e*tension strategies also need to take this paper, the problems e*isted in the before and after the brand e*tension system analysis, and put forward the related countermeasure.
Key words: brand e*propriation; pensation system; just pensation
目 录
1绪论1
国内外研究现状1
2品牌延伸根本概述2
降低新产品进入市场风险4
减少新产品进入市场本钱4
积累品牌价值4
借助品牌延伸，提升品牌形象与价值。4
3品牌延伸存在的问题与对策分析5
原品牌强势度判断失误5
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使消费者产生心理冲突5
损害原品牌高品质形象6
延伸成功，却打垮了自己原有的品牌。6
过度的品牌延伸弱化了原品牌的影响6
企业进展品牌延伸时，应充分考虑现有品牌的定位及其适应*围6
是否进展品牌延伸，要看原品牌产品与新产品的关联程度7
在进展品牌延伸之前，准确评估品牌资产价值。7
为减少株连效应，可采用新颖独特的方式将原品牌挂上次品牌或副品牌7
4东鹏陶瓷品牌延伸案例分析8
**东鹏控股股份**简介8
东鹏瓷砖和东鹏洁具品牌地位不同9
产品线延伸增强东鹏的影响力和竞争力9
东鹏洁具借势东鹏瓷砖，迅速开拓市场9
要注重品牌资产积