摘 要
在当今竞争激烈的市场环境中，品牌延伸成为企业拓展市场份额、提升品牌影响力的重要手段。因此，本文围绕品牌延伸的问题与对策展开研究，首先概述了品牌延伸的概念、类型与模式，随后深入分析了品牌延伸面临的主要问题，包括风险评估不足、消费者心理与品牌认知障碍、产品线冲突与协调问题等。针对这些问题，本文提出了相应的对策和建议，如加强风险评估与管理、提升消费者品牌认知、优化产品线协调机制等。本研究旨在为企业提供理论支持和实践指导，帮助企业科学制定品牌延伸策略，降低风险，提升市场竞争力。
关键词：品牌延伸 风险评估 消费者心理
Abstract
In today's highly competitive market environment, brand extension has become an important means for enterprises to expand their market share and enhance their brand influence. Therefore, this paper focuses on the problems and countermeasures of brand extension. It first summarizes the concepts, types and modes of brand extension, and then deeply analyzes the main problems facing the brand extension, including insufficient risk assessment, consumer psychology and brand cognition barriers, product line conflict and coordination, etc. In view of these problems, this paper puts forward corresponding countermeasures and suggestions, such as strengthening risk assessment and management, improving consumer brand awareness, and optimizing the product line coordination mechanism, etc. This study aims to provide theoretical support and practical guidance for enterprises, help enterprises scientifically develop brand extension strategies, reduce risks and enhance market competitiveness.
Keyword:Brand extension Risk assessment Consumer psychology
目 录
1 引言 1
2 品牌延伸的概述 2
2.1 品牌延伸的概念与定义 2
2.2 品牌延伸的类型与模式 2
3 品牌延伸面临的主要问题 3
3.1 品牌延伸的风险评估与管理不足 3
3.2 消费者心理与品牌认知的障碍 3
3.3 品牌延伸与现有产品线的冲突与协调问题 4
3.4 品牌延伸的市场调研与数据支撑不足 4
4 品牌延伸的对策 5
4.1 加强品牌延伸的风险评估与管理体系构建 5
4.2 消费者心理洞察与品牌认知提升策略 5
4.3 优化品牌延伸与现有产品线的协调机制 6
4.4 强化品牌延伸的市场调研与数据驱动决策 6
5 结论 7
参考文献 8
致谢 9
在当今竞争激烈的市场环境中，品牌延伸成为企业拓展市场份额、提升品牌影响力的重要手段。因此，本文围绕品牌延伸的问题与对策展开研究，首先概述了品牌延伸的概念、类型与模式，随后深入分析了品牌延伸面临的主要问题，包括风险评估不足、消费者心理与品牌认知障碍、产品线冲突与协调问题等。针对这些问题，本文提出了相应的对策和建议，如加强风险评估与管理、提升消费者品牌认知、优化产品线协调机制等。本研究旨在为企业提供理论支持和实践指导，帮助企业科学制定品牌延伸策略，降低风险，提升市场竞争力。
关键词：品牌延伸 风险评估 消费者心理
Abstract
In today's highly competitive market environment, brand extension has become an important means for enterprises to expand their market share and enhance their brand influence. Therefore, this paper focuses on the problems and countermeasures of brand extension. It first summarizes the concepts, types and modes of brand extension, and then deeply analyzes the main problems facing the brand extension, including insufficient risk assessment, consumer psychology and brand cognition barriers, product line conflict and coordination, etc. In view of these problems, this paper puts forward corresponding countermeasures and suggestions, such as strengthening risk assessment and management, improving consumer brand awareness, and optimizing the product line coordination mechanism, etc. This study aims to provide theoretical support and practical guidance for enterprises, help enterprises scientifically develop brand extension strategies, reduce risks and enhance market competitiveness.
Keyword:Brand extension Risk assessment Consumer psychology
目 录
1 引言 1
2 品牌延伸的概述 2
2.1 品牌延伸的概念与定义 2
2.2 品牌延伸的类型与模式 2
3 品牌延伸面临的主要问题 3
3.1 品牌延伸的风险评估与管理不足 3
3.2 消费者心理与品牌认知的障碍 3
3.3 品牌延伸与现有产品线的冲突与协调问题 4
3.4 品牌延伸的市场调研与数据支撑不足 4
4 品牌延伸的对策 5
4.1 加强品牌延伸的风险评估与管理体系构建 5
4.2 消费者心理洞察与品牌认知提升策略 5
4.3 优化品牌延伸与现有产品线的协调机制 6
4.4 强化品牌延伸的市场调研与数据驱动决策 6
5 结论 7
参考文献 8
致谢 9
