企业品牌延伸策略存在的问题与优化对策研究

摘  要
本文概述了品牌延伸的定义、主要类型及其理论基础，并探讨了品牌延伸在现代企业中的重要性，包括增强品牌认知度、促进资源共享、强化品牌竞争力等方面。然而，企业在实施品牌延伸策略时，常面临品牌识别度降低、市场定位偏移、消费者认知度下降及资源投入分散等问题。针对这些问题，本文提出了相应的优化对策，如增加品牌曝光度以提升品牌知名度，重新评估市场定位以确保品牌延伸与市场需求相匹配，加强消费者教育以深化品牌忠诚度，以及优化资源配置以提高品牌延伸的效率和效果。通过这些对策，企业可更有效地实施品牌延伸策略，实现品牌价值的最大化，增强市场竞争力。本研究对于企业制定科学合理的品牌延伸策略具有一定的指导意义和参考价值。

关键词：品牌延伸；市场定位；优化对策


Abstract
This paper summarizes the definition, main types and theoretical basis of brand extension, and discusses the importance of brand extension in modern enterprises, including enhancing brand recognition, promoting resource sharing, strengthening brand competitiveness and so on. However, when implementing the brand extension strategy, enterprises are often faced with problems such as reduced brand recognition, deviation of market positioning, decline of consumer awareness and dispersed resource input. In view of these problems, this paper puts forward corresponding optimization countermeasures, such as increasing brand exposure to enhance brand awareness, reevaluating market positioning to ensure that brand extension matches market demand, strengthening consumer education to deepen brand loyalty, and optimizing resource allocation to improve the efficiency and effect of brand extension. Through these countermeasures, enterprises can more effectively implement the brand extension strategy, maximize the brand value, and enhance the market competitiveness. This study has certain guiding significance and reference value for enterprises to develop scientific and reasonable brand extension strategies.

Keywords: Brand extension; market positioning; optimization countermeasures


目  录
1 引言 1
2 品牌延伸相关概述 1
2.1 品牌延伸的定义 1
2.2 品牌延伸的主要类型 1
2.3 品牌延伸的理论基础 2
3 品牌延伸在现代企业中的重要性 2
3.1 增强品牌认知度与联想 2
3.2 促进资源共享与成本节约 2
3.3 强化品牌竞争力与差异化优势 3
4 企业品牌延伸策略存在的问题分析 3
4.1 品牌识别度降低 3
4.2 市场定位偏移 3
4.3 消费者认知度降低 4
4.4 资源投入分散 4
5 企业品牌延伸策略的优化对策 4
5.1 增加品牌曝光度 4
5.2 重新评估市场定位 5
5.3 提升消费者教育 5
5.4 优化资源配置 6
6 结论 6
致  谢 7
参考文献 8