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“指尖”互联网对品牌延伸距离的影响分析 被引量:2

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摘要 "指尖"互联网时代的到来为经济发展带来巨变,市场竞争的日益激烈使品牌延伸成为很多企业的战略选择。本文对"指尖"互联网和品牌延伸两个方面进行了概述,运用案例分析以及比较分析的方法,得出传统的"桌面"互联网对近距离延伸的影响程度强于远距离延伸,而"指尖"互联网对近距离与远距离延伸的影响程度均较强的结论,为企业品牌延伸策略提供启示。
作者 于晗 许晖
出处 《商业经济研究》 北大核心 2017年第18期55-57,共3页 Journal of Commercial Economics
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