摘要
当前市场竞争环境下,品牌延伸正被众多企业所重视并采用,但在具体实施过程中却存在相当多的问题,最终导致延伸失败。文中以互联网科技企业为研究对象,在归纳整理当前国内顶级互联网企业在品牌延伸方面的成功实践经验基础上,剖析了当前互联网行业在实施品牌延伸中出现的延伸时机、尺度、领域以及延伸产品质量等方面问题,并针对性提出了相关对策建议。
Under the current market competition environment,brand extension is being valued and adopted by many enterprises,but there are quite a lot of problems in the specific implementation process,which eventually leads to extension failure. This paper takes Internet technology enterprises as the research object,summarizes the successful experience of domestic top Internet enterprises in brand extension,analyzes the extension opportunities,scales,fields and extension product quality problems in the implementation of brand extension in the current Internet industry,and puts forward relevant countermeasures and suggestions.
作者
赵巍
ZHAO Wei(School of Economics and Management,Nanjing Forestry University,Nanjing 210037,China)
出处
《物流工程与管理》
2020年第9期151-153,共3页
Logistics Engineering and Management
基金
南京林业大学2019年大学生创新创业训练计划项目“江苏传统制造企业绿色转型动力机制研究”(2019NFUSPITP0256),指导教师:廖吉林。
关键词
品牌延伸
互联网企业
品牌
多元化
brand extension
internet enterprise
brand
diversification
作者简介
赵巍(1999-),女,安徽合肥人,本科在读,研究方向:管理信息系统。
