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一般来讲,企业产品多元化后可供选择的品牌策略主要有“一牌多品”和“一牌一品”两种策略。“一牌多品”策略是指企业多种产品或全部产品共用一个品牌。采用“一牌多品”策略最大的好处便是新产品能享用成功品牌的知名度和美誉度,从而以较低的营销成本,“搭便车”销售。但品牌延伸对新产品的带动力是有局限的,只是在“新产品与原有产品有较高关联度,新产品的市场竞争不太激烈,新产品的主要竞争品牌并非
In general, the brand strategies that are available for selection after diversification of the company’s products mainly include ”one brand of multiple products“ and ”one brand of one product“. ”One brand multi product “ strategy refers to the company’s multiple products or all products share a brand. The biggest advantage of adopting the ”one brand and multiple product“ strategy is that the new product can enjoy the popularity and reputation of the successful brand, so that it can be sold at a lower marketing cost and ”free rider". However, brand extension has limitations on the driving force of new products. However, there is a high degree of correlation between new products and existing products. The market competition of new products is not so intense, and the main competition brand of new products is not