品牌延伸策略研究

华中科技大学硕士学位论文品牌延伸策略研究姓名：陈东申请学位级别：硕士专业：企业管理指导教师：李长江20061025I20IIAbstractCompaniesarefacingmoreriskwhenmarketnewproductsduetothefiercecompetition,shortenedproductlifecircleandincreasedadvertisementcostsinthelatepartof20thcentury.Toobtainahigheracceptingrateofnewproducts,moreandmorecompaniesadoptbrandextensionstrategy.Brandextensionhasbecomeafocusofmarketingresearch,butmostofthebrandextensionstrategieswerefailed,whenthestrategyhadbeenwellaccepted.What'smore,thebrandextensionisthemostdifficulttoplanandhandleinitsmanagement,andit'sakindofjobneedinghightechnology.Anymistakesinthedecisionofstrategicimportancewillmakethevalueofthebrandpropertydecrease,bringingstrategiclossestotheenterprises.Anumberofthefailuresshowthatwehavestillhadsomequestionsinpracticeandtheoryreferringtocarryoutthebrandextensionstrategy.Thus,it'sveryimportanttomakeathoroughanddetailanalysisonhowtosuccessfullyemploythisbrandextensionstrategyforourcountry'senterprises.Thethesisstartsfromtheconcept,relatedtheoryandtheadvantageanddisadvantageofthestratagemofbrandextension,fromwhichwecangetthebasicprincipletoconducttheanalysisandoperationforthedecisionofbrandextensionstratagem.Additional,throughlookingintotheactivitiesoftheenterpriseconcludeandanalyzethemodelswhichcanusedbytheenterprise.Atlast,tryingtobuildthemodelofoutstandingselectionofbrandextensionbyusingAnalyticHierarchyProcessandFuzzyMultipleObjectiveDecisionMakingtomakeacademerecognizetheimportantofdemonstrationandhelpmanagersoftheinternalenterprisetodecreasetherandomandincertitudeofselectingthebrandextensionstrategyandfindeffectivemodelsinthefiercecompetition.Keywords:BrandextensionBrandstratagemFuzzymathematictheoryDecisionanalysis声声声声明明明明本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果尽我所知除文中已经标明引用的内容外本论文不包含任何其他个人或集体已经发表或撰写过的研究成果对本文的研究做出贡献的个人和集体均已在文中以明确方式标明本人完全意识到本声明的法律结果由本人承担学位论文作者签名日期年月日学位论文版权使用授权书学位论文版权使用授权书学位论文版权使用授权书学位论文版权使用授权书本学位论文作者完全了解学校有关保留使用学位论文的规定即学校有权保留并向国家有关部门或机构送交论文的复印件和电子版允许论文被查阅和借阅本人授权华中科技大学可以将本学位论文的全部或部分内容编入有关数据库进行检索可以采用影印缩印或扫描等复制手段保存和汇编本学位论文保密在___年解密后适用本授权书本论文属于不保密请在以上方框内打学位论文作者签名指导老师签名日期年月日日期年月1121708020%30%-359515002/3Nielsen1977198440%[1]1.12,[2]CAMELShoes1.231.32020BenzSatchi20801979EdwardTauberAakerKelley19901992“AMA19932000JournalofMarketingJournalofMarketingResearch“brandextension”16809019951999530(1996)[4-5]4[6][6]522.12.1.1(PhilipKotler)[7]61993(Hankison,Kowking)20013()()AmazonJeff.Bezos()[8]2.1.27()[9][9]82.22.2.112()256()()3569[10]2-122[10]2-1102.2.2Positioning··1972·[11-12]··2-211?[12]2.2.3[13][13][14]1233.13.1.1AakerandKeller(1989)Tauber(1988)()?13[15]3.1.2143.1.33.1.4HardieandLodish()[16]3.1.5()()()[16]153.1.6[17]163.23.2.11982320%3.2.217aa3.2.3Scott?Chairmin99999999999918999?999999?3.2.4[21]HeinzHeinzHeinzHeinzVlasicHeinzHeinz193.2.5204[22-23]4.1LineExtension4.1.1GalloGlenEllenGalloVarietalsGalloGalloVarietals214.1.26000M&R(Motley&Reday)Saks()Kmart()SaksKmartArdnt22!4.1.34.223TCL4.2.1244.2.2GE2070ITIT254.3IT4.426=TCLPanasonicSonyKodak27VCDTCL0.5kg4.5Brandextensionlicensing2822980%305551[25]5.1(CoreBrand)5.1.14(52)5131[26]12()5232()3456[27]335.1.2[26]Perceivedquality[28]53[26]345.1.3Kapferer[29]54[30]ABCDE5335()5.2BrandKnowledgeKellerBrandAwarenessBrandImage[31]5436()()5.3375.4SP()38.396AHP6.16.1.1AHPAnalyticHierarchyProcessT.L.sattyL.A.Zadeh1965FuzzyMultipleObjectiveDecisionMaking[32]406.1.212{,......},jmUuuuu=1u2u12{,......},inVvvvv=16.2AHPAHP[32-33]6.2.1A4151P2P3P1v2v3v3v610.720.561.256.2.2XiXjijaijaXiXj62123456789XiXjXiXjXiXjXiXjXiXjija426224681ijjiaa=1iia=ij12…njiaXjXi6.2.310A()000001234,,,T=maxλiwimλ0wmaxλ63AA1v2v3v4v1nniijjwa==∏01iinii==∑1nijjjiiawmwλ==∑1v12452.51480.52564.0382v0.512110.20913.9283v0.250.5120.70710.14784.1874v0.210.510.56230.11754.302414.7842iiw==∑max114.114niimnλλ===∑2C.R.......CICRRIC.I.max..1nCInλ−−R.I.43C.R.0.10AmaxλA..0.0425CR=A()()000001234,,,T==0.52560.20910.14780.117501w2w()()111111234,,,T==0.5130.1970.2160.074()()222221234,,,T==0.5260.2580.1440.07211nijjiWwn==∑ij12n()()1234,,,T==0.5220.2210.1690.0886.3b1v2v3vbv()knnkijuu×=ij12nk=12b,iju00.51kji10.50knnu×maxijijijxrx=minijijijxrx=441v2v3v4v4v112322224444(0.77810.448vvpvpvpuuuu=01v6401033vu×1P2P3P1viju∑1P0.5112.52P00.511.53P000.50.511P2P1P3P12300001111(10.3790.290vvpvpvpuuuu=1v12311111111(10.4810.333vvpvpvpuuuu=12322221111(10.5830.429vvpvpvpuuuu=1v111110.4810.351njvviuun===∑1P2P3P1v2v3v3vbnR×45651P2P3P1v10.4810.3512v10.8030.3423v0.82110.4624v0.77810.448[48]1994()()211111jppbiijibpiijiUwrwr===−+∑∑j12njUjpp=1p=2W5bnR×()()11230.9970.8260.743UUUUp=1()()21230.9960.6350.243UUUUp=2p46()AHPSmith&Park(1992)47123:482004949[1].[M].2001[2].[M].1996[3].[M].1997[4]Aaker.David.ManagingBrandEquity[M].NewYork:FreePress,1991[5]Doyle.P.BuildingSuccessfulBrand:TheStrategicOptions[J].JournalofConsumerMarketing,1990,7(2):5-20[6].[J].2006(11)[7]KellerK.Conceptualizing,Measuring,andManagingCustomer-basedBrandEquity[J].JournalofMarking,1993,57(1):1-22[8].[J].1999(6):1-3[9].[J].2000(4):1-3[10].[M].2000(5):1-8[11].[J].2000(4):1-2[12].[J].2001(3):1-2[13].[J].1998(4):1-2[1