本文選題：品牌種群 + 品牌延伸規(guī)模　； 參考：《武漢理工大學(xué)》2008年碩士論文

【摘要】： 企業(yè)對(duì)社會(huì)穩(wěn)定發(fā)展以及經(jīng)濟(jì)進(jìn)步有著非常重要的作用,而以產(chǎn)品為載體的品牌作為企業(yè)和消費(fèi)者的聯(lián)系紐帶,其作用就顯得尤為重要。尤其經(jīng)濟(jì)全球化已經(jīng)給各國(guó)帶來(lái)深遠(yuǎn)影響,很多跨國(guó)公司、集團(tuán),已經(jīng)將競(jìng)爭(zhēng)戰(zhàn)略傾斜到品牌戰(zhàn)略上來(lái),依托國(guó)際知名品牌的影響力來(lái)開(kāi)拓國(guó)際市場(chǎng)。品牌延伸是理論界目前比較關(guān)注的一個(gè)前沿課題,很多學(xué)者都關(guān)注其影響因素、評(píng)價(jià)模型及其實(shí)際應(yīng)用,但就品牌延伸規(guī)模問(wèn)題仍缺乏相應(yīng)研究。在品牌延伸理論沒(méi)有形成完整的理論系統(tǒng)和觀點(diǎn)的情況下,企業(yè)如何正確評(píng)價(jià)自己的品牌延伸能力,以及在企業(yè)資源范圍內(nèi)如何將使品牌實(shí)現(xiàn)價(jià)值最大化,成為一個(gè)值得關(guān)注的問(wèn)題。本文選擇從生態(tài)角度考察品牌延伸的生態(tài)特征,分析企業(yè)品牌延伸的驅(qū)動(dòng)因素,并建立相應(yīng)的品牌延伸規(guī)模的概念模型。 研究過(guò)程中,依據(jù)品牌生態(tài)理論,比對(duì)動(dòng)物種群的各項(xiàng)特征和品牌種群的各項(xiàng)特征,輔以很多品牌延伸成功或者失敗的實(shí)例進(jìn)行分析。并從動(dòng)物種群規(guī)模的影響因素著手,分析影響模型的各生態(tài)因素,并對(duì)各生態(tài)因素進(jìn)行層次分析評(píng)價(jià),以期為企業(yè)確定品牌延伸規(guī)模提供一定的幫助。 本文采用了理論分析和預(yù)測(cè)性的實(shí)證研究的方法,既有囊括專家意見(jiàn)的理論分析又有一定數(shù)量的問(wèn)卷調(diào)查支撐的實(shí)例分析。在理論分析中,本文采用了經(jīng)濟(jì)學(xué)中的邊際分析法對(duì)模型的前提條件進(jìn)行了分析。運(yùn)用對(duì)比的方法分析了影響模型的生態(tài)因素后,應(yīng)用層次分析法對(duì)生態(tài)因素進(jìn)行分析評(píng)價(jià)。在分析過(guò)程中,咨詢了相關(guān)專家,保障了數(shù)據(jù)的準(zhǔn)確性和可靠性。在實(shí)例分析中,本文在保證了調(diào)查問(wèn)卷的信度和效度的基礎(chǔ)上,對(duì)問(wèn)卷進(jìn)行了主成分分析,從而對(duì)模型中的因素進(jìn)行驗(yàn)證,并對(duì)結(jié)果做出了分析解釋。 本文的研究是結(jié)合了行為生態(tài)學(xué)中諸多原理和品牌延伸相關(guān)理論進(jìn)行的,是一次較新的研究嘗試。本文的撰寫(xiě)一方面希望能夠?yàn)槠髽I(yè)進(jìn)行品牌延伸、并制定合理的品牌延伸規(guī)模提供一定參考依據(jù),另一方面希望能夠?yàn)槠放蒲由旆矫娴难芯刻峁┬碌囊暯呛脱芯克悸贰?br/>[Abstract]:Enterprises play a very important role in the stable development of society and economic progress, and the brand as the carrier of products as a link between enterprises and consumers, its role is particularly important. In particular, economic globalization has brought profound influence to all countries. Many multinational corporations and groups have tilted competition strategy to brand strategy, relying on the influence of international well-known brands to open up international markets. Brand extension is one of the most important topics in the field of theory at present. Many scholars pay attention to its influencing factors, evaluation model and its practical application. However, there is still a lack of corresponding research on the scale of brand extension. Under the condition that the brand extension theory does not form a complete theoretical system and viewpoint, how to evaluate the brand extension ability correctly, and how to maximize the brand value within the scope of enterprise resources, To become a matter of concern. This paper chooses to investigate the ecological characteristics of brand extension from the ecological point of view, analyzes the driving factors of enterprise brand extension, and establishes the corresponding conceptual model of brand extension scale. In the course of the research, according to the theory of brand ecology, the characteristics of animal population and brand population are compared, and many examples of success or failure of brand extension are analyzed. From the impact factors of animal population size, the ecological factors affecting the model are analyzed, and the ecological factors are analyzed and evaluated in order to provide some help for enterprises to determine the scale of brand extension. This paper adopts the method of theoretical analysis and predictive empirical research, which includes both the theoretical analysis of experts' opinions and the case analysis supported by a certain number of questionnaires. In the theoretical analysis, this paper uses the marginal analysis method in economics to analyze the premise of the model. After analyzing the ecological factors affecting the model, the analytic hierarchy process (AHP) was used to analyze and evaluate the ecological factors. In the process of analysis, consulting relevant experts to ensure the accuracy and reliability of the data. Based on the reliability and validity of the questionnaire, principal component analysis (PCA) is carried out to verify the factors in the model, and the results are analyzed and explained. This paper combines many principles of behavioral ecology and brand extension theory, it is a relatively new research attempt. On the one hand, the author of this paper hopes to provide a certain reference for the enterprise brand extension, and make a reasonable brand extension scale, on the other hand, hope to provide a new perspective and research ideas for the brand extension research.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2

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