品牌延伸影响要素的灰色优势分析

Grey Incidence Analysis on Factors of Brand Extension

品牌延伸是近年来营销理论研究的重要内容与前沿性课题,基于消费者的评价成为品牌延伸重要的研究视角。本文构建了品牌延伸评估的灰色优势动态分析模型,以"苏宁"从电器到地产延伸进行实证研究。研究结果与A&K研究结果有较高的一致性,但从综合关联度可以得知,不同因素在品牌延伸中所起的作用不同,互补性是最为重要的影响因素,其次是市场环境带来的机遇,再次是公司规模对消费者的影响。最后发现制造难度髙,消费者对延伸的评估也较高,但是关联程度并不显著。

Brand extension has been in the frontier of marketing theory and brand research, and the relevant studies based＇on consumer evaluation have been one of the most important branches. In this paper, the dynamic brand evaluation model based on grey incidence is put forward, and the case of Suning brand is studied. Compared with Synthetic Degree of Grey Incidence, it is found that complementarity is most important, market environment and corporate scale follow. Finally, the difficulty of produce do affect but is not highly relevant.