企业品牌延伸的问题与对策研究

Research on the Problems and Countermeasures of Brand Extension of Enterprises

文中分析了我国企业品牌延伸发展概况并制定相应的发展对策,对于促进我国企业品牌延伸的发展具有重要的意义。企业品牌延伸作为不同于成熟实体产业的一种特殊虚拟资产,是推动企业经济发展的重要力量。通过分析云南白药的品牌延伸发展模式,提出了完善企业品牌延伸发展的战略思考,对促进我国企业品牌延伸的发展有借鉴作用。

As one of special virtual assets, brand extension is the important force to promote the development of enterprises.By analyzing the development model of brand extension of Yunnan Baiyao, the paper puts forward the strategic consideration on perfecting brand extension development of enterprises. It has a reference to brand extension of Chinese enterprises.