论品牌延伸对市场份额和广告效率的影响——基于Smith-Park模型的实证分析研究被引量：8

Study on Effect of Extension to Market Share and Advertising Efficiency——The Positive Analysis Based on Smith-Park Model

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摘要 Smith-Park模型是国际上知名度较高的品牌延伸效果测定模型。本文选择江苏地区的40家消费品生产企业为调查样本,利用该模型分析了中国市场企业采取品牌延伸策略对品牌的市场份额和广告效率的影响。验证了在中国市场品牌延伸受延伸产品原品牌的特征、延伸产品的特征以及延伸产品的市场特征干扰状态;当市场上竞争者较多时,品牌延伸对市场份额的相关影响比市场上竞争者少时要大;市场份额和广告效率都不受延伸产品之间的相似性的影响;母品牌强度与延伸产品市场份额呈正相关,但却不影响广告花费的效用;现金流上的差别会随着时间的变化而变化等结论。本文的研究系统地验证了SP模型对我国制造业行业的市场适用性,并通过实证研究修正了SP模型的部分参数偏差。 Smith-Park model is a internationally fomous model which evaluate the effect of brand extension. The article takes the domestic 40 eomsumers goods enterprises and 140 consumers as the research sample, and adopts Smith-Park model to analyze effect of brand extension to market share and advertising efficiency in Chinese market. The article obtains the following results. First, in Chinese market, brand entension is influenced by brand characteristics, extension product characteristics and characteristics of the extension product market. Secondly, when the market competitors are more, the relative effect of brand extension to market share is larger than it when the market competitors are few. Thirdly, market share and advertising efficiency all are not influenced by the similarity between entension products. Fourthly, the intensity of brand is positive correlation with the market share of entersion products, but it doesn＇t influence the efficiency of advertising. Lastly, the difference in cash flow alters over time. The research verifies the applicability of Smith-Park model to the Chinese market for the first time, and by the positive research amends the deviation of some parameters of the model.

作者乔均施建军杨慧

机构地区南京财经大学营销与物流管理学院南京大学商学院南京三江学院商学院

出处《中国工业经济》 CSSCI 北大核心 2008年第9期98-108,共11页 China Industrial Economics

基金江苏省哲学社会科学规划基金项目"生产性服务业与制造业联动发展战略研究"(批准号06JSYJ003)

关键词品牌延伸品牌强度广告效率市场份额 brand extension brand intensity advertising effcieney market share

分类号 F273.2 [经济管理—企业管理]

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参考文献29

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