企业品牌延伸的理论研究与应用策略

Theoretical Study and Application Strategies for Enterprise Brand Extension

品牌问题将是中国企业在未来长期面临的核心问题,国内企业能否塑造出世界品牌,关系到我国企业的国际竞争力。该文就此运用品牌延伸的框架理论,从深层次分析了品牌延伸的相关问题,并提出了我国企业品牌延伸的解决策略。

The problem of brand will be a core issue facing Chinese enterprises in the future.Whether Chinese enterprises can establish their own elite worldwide brand names is concerned with the Chinese enterprises' international competitive ability. This paper adopts the theory of framework of brand extension, analyzes the relevant problems of brand extension, and proposes strategies to solve the brand extension problems for Chinese enterprises.