品牌延伸研究热点分析

Research Hotspots Analysis of Brand Extension

品牌延伸是品牌经营最重要策略之一,企业利用品牌延伸扩大经营,占据市场份额,使得品牌管理迈入持续性阶段。本文基于社会网络分析方法将1994—2018年划分为两个阶段,探究并归纳品牌延伸研究热点发展过程及连续性研究热点。结果表明品牌延伸研究经迅速增长期后进入衰退阶段,现今处于缓慢发展期;研究热点主要集中于品牌延伸的策略/战略、评价两个方面。研究热点具有明显时代特征,新研究点与时俱进仍不断涌现。

Brand extension is one of the most important strategies of brand management,enterprises use brand extension to expand the operation,occupy market share,so that brand management into a sustainable stage.Based on the social network analysis method,this paper divides 1994—2018 into two stages,also explores and summarizes the development process of brand extension research hotspots.The results show that the brand extension research has entered the period of rapid growth through slow development and then into the decay period,but its related theories have been perfected,the research hot spot changes have obvious characteristics of the times,and new research points are still emerging.