| 我国中小企业实施品牌延伸的动因及策略研究 |
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| 引用本文： | 杨树青.我国中小企业实施品牌延伸的动因及策略研究[J].未来与发展,2008(10). |
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| 作者姓名： | 杨树青 |
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| 作者单位： | 华侨大学工商管理学院,福建,泉州,362021 |
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| 摘 要： | 随着消费者消费观念的日益成熟、市场竞争激烈程度的不断升级,品牌已经成为中小企业获取市场地位、攫取利润空间的有力工具.本论文从扩大规模、增加经销商和消费者的忠诚度、占领更多细分市场、最大限度降低企业的营销成本四个方面时中小企业品牌延伸的动因进行了较为详细的研究,最后提出我国中小企业品牌延伸的相关策略.
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| 关 键 词： | 中小企业 品牌延伸 动因 策略 |
The Research on Driving Factors and Strategy of Brand Extending of Small and Medium Enterprises in China |
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| YANG Shu-qing.The Research on Driving Factors and Strategy of Brand Extending of Small and Medium Enterprises in China[J].Future and Development,2008(10). |
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| Authors: | YANG Shu-qing |
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| Institution: | YANG Shu-qing(Huaqiao University,Quanzhou,Fujian 362021,China) |
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| Abstract: | With the Increasingly mature concept of consumption and with the continuing escalation of Intense competition in the market,brand has been a powerful tool for Small and medium enterprises to obtain the market share and catch the profit space.This paper makes a particular research to the causes of brand extension to Small and medium enterprises through four aspects;expanding scales;increasing loyalty of dealers and consumers;occupying more breakdown of market share;reducing marketing costs by the maximum lim... |
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| Keywords: | small and medium enterprises brand extension driving factors strategy |
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