品牌延伸绩效的实证研究

品牌延伸已成为企业新产品开发市场和进入市场的重要手段。然而,进入21世纪以来,越来越多的企业大搞品牌延伸、盲目延伸产品线,有悖消费心理,甚至引起马太效应。因此,企业界需要透彻把握品牌成功延伸的主要影响因素。文章在文献研究的基础上,建立了企业品牌延伸绩效影响因素模型,包括母品牌因素、延伸产品因素、企业因素和消费者因素及其评价指标。运用AHP层次分析法,通过二手资料收集、专门访谈、调查方案设计等,对海尔集团和娃哈哈集团进行了实证分析。研究证实了前人研究的某方面成果,并为企业进行品牌延伸提供了可参考的绩效评价模型和评估方法。

Brand extension has become an important means of development of new products and entering the market. However, in the 21st century, more and more companies vigorously make brand extension, blindly extend the product line, contrary con- sumer psychology and even cause Matthew Effect. Therefore, ough grasp of are the main factors of brand extension success the key issues which is the business community needs a thor- Based on the literature review, the paper establishes a model of corporate brand extension factors affecting performance, which includes the parent brand, extension products, corporate and consumer and evaluation. This paper makes the empirical analysis on Haier Group and Wahaha Group, by using AHP analytic hierarchy process and through secondary data collection, specialized interviews, surveys and research process de- sign. The study confirms the results of previous studies in certain aspects and provides a reference for performance evalua- tion model and the evaluation methods for enterorise brand extension.