史密斯—帕克品牌延伸效果模型在中国的验证研究

南京财经大学硕士学位论文史密斯—帕克品牌延伸效果模型在中国的验证研究姓名：杨慧申请学位级别：硕士专业：企业管理指导教师：乔均20061201I33.2/1.32/1.58IIABSTRACTAsabrandstrategy,brandextensionisadoptedbymoreandmoredomesticenterprises,andmoreandmorescholarsfocusedonbrandextensionstudysince1990’s.Howtoevaluatethemonetaryinfluencebroughtbybrandextensionisveryimportanttomaketheaccuratebrandstrategyandleadtheactualizationofbrandstrategy.Inrecentmorethantenyears,intheresearchesofbrandextensiontheresearchmodelofSmithandParkisveryremarkable.BecauseSmithandParkusedthedataintheircountrytotestthemodel,soifthedomesticenterpriseswanttoadoptthebrandextensioneffectsmodelofSmithandPark,firstweshouldadoptourdomesticdatumtotestthemodel.Thepaperdetailedexpatiatedthesummarizationofdomesticandoverseasscholarsofbrandextension,summarizedtheconceptionofbrandextensionbasedonthestudyofotherscholars,concludingthecorrelativeacademicbasement,andexpoundedtheeffectsofbrandextension.AnditimportantlydiscussedtheapplicabilityofSmith-ParkmodelinChinamarket.Fortestifyingthisviewpointandanalyzingthedegreeofeffect,theyanalyzedfromthreeaspects:brandcharacteristics,extensionproductcharacteristicsandcharacteristicsoftheextensionproductmarket,makeeighthypotheses.TheauthorthoughtitwasfeasibletovalidatetheSmith-ParkmodelbyanalyzingthemarketenvironmentandtheactualityofconsumersinChina.BecausetherearemanydifferencesbetweenAmericanandChina,suchasthedifferenceofconsumerpsychology,consumerspurchasingbehavior,consumers’purchasingpowerandthedisequilibriumofmarketdevelopmentetc.,alltheseshouldresulttothedifferencebetweentheresultsofthepaperandtheprimaryresults.ByvalidatingtheSmith-ParkmodelinChinamarket,thepaperobtainedthefollowingconclusions:first,brandextensioncanentermarketandtakeupthemarketsharebyfewerinvestmentsthanindividualbrand.Brandextensioncanobtainthemarketshareofaveragemorethan3%thannewbrand,andcanreducetheadvertisingcost/salerateof3.2%.Secondly,theextentofthedifferenceoncashflowisaffectedbythreebasicelements:brandcharacteristics,extensionproductcharacteristicsandcharacteristicsoftheextensionproductmarket.TheresultisthesameastheresultofSmith-Park.Atlast,thedifferenceincashflowwillalterovertime.Whenthenewproductturnedtotheoldproduct,thedifferenceofmarketsharereducedto1.32%andthedifferenceofadvertisingcost/saleratereducedto1.58%.TheresultalsoistheIIIsameastheresultofSmith/ParkinAmerican.Buttheextentofreductionislittle.IhopeIcangivesomeadvicestothoseenterprisesthathaveadoptedandhaven’tadoptedbrandextension,namelywhentheyadoptbrandextension,theymustthinkofthebrandcharacteristics,theextensionproductcharacteristicsandthecharacteristicsofextensionproductmarket.Andtheyshouldthinkoftheactualconditionofthemselvestorationallyadoptbrandstrategy.KEYWORDS:BrandExtension;MarketShare;AdvertisingEfficiency;ExtensionEffects;NewProduct11.1708020%30%35%1Aaker,199095%215002/3A.C.Nelson(Kepferer1992)1977-198440%31982Tauber19814ANAANA198427%5(Aaker)(Keller)12000(3):13-18.2Aaker,D.A.andK.L.Keller.ConsumerEvaluationsofBrandExtension[J].JournalofMarketing,1990,54(1):27-41.314Tauber,E.M.BrandLeverage:StrategyforGrowthinaCost-controlWorld[J].JournalofAdvertisingResearch,1988(8/9):26-33.512Smith(Park)61992MBA1.2199212386Smith,D.C.andC.W.Park.TheEffectofBrandExtensiononMarketShareandAdvertisingEffeciency[J].JournalofMarketingResearch,1992,29(8):296-313.342.12.1.170806070197980JournalofMarketingResearchJMRJournalofMarketingJMBrandExtension80808690801986FiskePavelchak71988(Smith)Shorben8276Wernerfelt7Fiske,S.T.andM.A.Pavelchak.Category-basedversusPiecemeal-basedAffectiveResponses:DevelopmentinSchema-triggeredAffect[A].In:RichardM.SorrentionoandE.T.Higginseds,TheHandbookofMotivationandCognition:FoundationsofSocialBehavior[M].NewYork:cuilfordPress.8Smith,E.E.,D.N.Shoben.,L.J.RipsandM.Keane.CombiningPrototypes:ASelectiveModificationModel[J].CognitiveScience,1998,12(4):485-527.592.1.29090Aaker(Keller)19901992AMA19901995JMJMRBrandExtension9,2000JMBrandExtension1320002006JMJMRBrandExtension390201011Aaker(Keller)1990Aaker(Keller)9[J]2002.(1):75-81.10[D]200669011Aaker(Keller)1990SundeBrodie19931990312Sunde19952BoushLoken199113Aaker(Keller)BroniarczykAlba19943Park199111Keller,K.L.andD.Aaker.TheEffectsofSequentialIntroductionofBrandExtension[J].JournalofMarketingResearch.1992,24(2):35-50.12Sunde,L.andR.J.Brodie.ConsumerEvaluationsofBrandExtensions:FutherEmpiricalEvidence[J].InternationalJournalofResearchinMarketing,1993,10:47-53.13Boush,D.M.andB.Loken.AProcess-tracingStudyofBrandExtensionEvaluation[J].JournalofMarketingResearch28(February)),1991:16–28.7BroniarczykAlba199414BhatReddy2001154ParkJaworskiMacInnis16Wernerfelt19985Nijssen1994involvement17Roux14Broniarczyk,M.SusanandJ.W.Alba.TheImportanceoftheBrandinBrandExtension[J].JournalofMarketingResearch,1994,31(5):214–228.15BhatSandS.K.Reddy.Investigatingthedimensionsoffitbetweenabrandanditsextension[A].In:LectercD.T.andM.Hartline,ProceedingsoftheAmericanMarketingAssociationWinterEducators’Conference.Chicago:AmericanMarketingAssociation,186-194.16Park,C.W.,JaworskiB.J.andD.JMacInnis.StrategicBrandConce