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品牌延伸影响因素研究的回顾

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摘要 随着科技的不断进步,市场上新产品越来越多。如何使新产品以较低的成本快速进入、占领市场,许多企业采用了品牌延伸策略。但是品牌延伸也存在着很大的风险。那什么因素影响着品牌延伸效果,本文从母品牌层面、延伸产品与母品牌之间的关系层面、内部环境层面和外部环境层面重点对品牌延伸影响因素进行梳理。文章提出国内今后的品牌延伸研究方向。
作者 俞春英
出处 《市场周刊》 2012年第2期49-51,17,共4页 Market Weekly
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