議品牌擴(kuò)展策略


頁(yè)數(shù)：5 字?jǐn)?shù)：6987



[摘要] 品牌擴(kuò)展策略，是指企業(yè)利用其成功品牌名稱的聲譽(yù)來推出改良產(chǎn)品或新產(chǎn)品，企業(yè)采用這一策略，可以節(jié)省宣傳新品牌的促銷費(fèi)用，使新產(chǎn)品能迅速順利地進(jìn)入市場(chǎng)。但是，如果擴(kuò)展的品牌已在市場(chǎng)上有較高的聲譽(yù)，則擴(kuò)展的新產(chǎn)品也必須與其有同樣良好的質(zhì)量、服務(wù)等，否則不僅會(huì)影響新產(chǎn)品的銷售，更重要的是會(huì)降低已有品牌的聲譽(yù)。
Abstract：Brand Expands Strategy refers to the means enterprises use to upgrade or update their products. in this way, it helps to save sales promotion cost of new products, and thus put them smoothly in the market. however, if the product brands have already enjoyed high reputation, the new productions should be of the same good qualities and services. otherwise, it will not only effect the sales of the new products but also reduce brand reputation.
[關(guān)鍵詞] 品牌擴(kuò)展策略 品牌行銷 品牌資產(chǎn)價(jià)值
Key words：Brand Expands Strategy Brand Marketing Assets Value of the Brand