“延伸品牌陷阱”论及其局限性

On Limitations of Extension Commodity Brand Trap

近年来，品牌延伸成了广告学的热点话题，有人赞同，有人反对。持反对意见的学者认为，忽视消费者心理特征的品牌延伸容易使企业跌入“延伸品牌的陷阱”。对此，本文在对大量营销实践进行系统分析的基础上认为，“延伸品牌陷阱”论受市场竞争程度、企业财力及品牌管理经验等因素的制约，因此，该理论存在一定的局限性。

In recent years,the extension of commodity brand already turn into a heat point subject in advertising.Someone keep assenting views and someone opposed them.Some scholars keep dissenting views think of neglecting the extension of commodity brand of the consumer psychological feature easily make enterprise fall into the trap of extension commodity brand.At this point,this article make a systematic analysis on the basis of mass marketing practices.We come to a conclusion that extension commodity brand theory is conditioned by market competition degree,enterprise financial capacity and the commodity brand management experience.Therefore,this theory have a certain limitations.