| 区域品牌视角下的品牌扩展模式研究 |
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| 引用本文： | 李继承,张璐.区域品牌视角下的品牌扩展模式研究[J].科技与管理,2014(3):78-81. |
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| 作者姓名： | 李继承 张璐 |
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| 作者单位： | 哈尔滨理工大学管理学院; |
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| 基金项目： | 黑龙江省教育厅人文社会科学基金项目(12512025) |
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| 摘 要： | 以区域品牌影响下品牌生命周期为基础,提炼品牌扩展的3个生命周期阶段。根据品牌扩展的影响因素,构建区域品牌视角下的品牌扩展模式模型。其结论为企业实行品牌扩展提供方法路径的选择和决策依据,提供了切实可行的操作工具和必要的理论支持。
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| 关 键 词： | 品牌 区域品牌 生命周期 品牌扩展 |
Research on the brand extension mode to regional brand |
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| LI Ji-cheng,ZHANG Lu.Research on the brand extension mode to regional brand[J].Science-Technology and Management,2014(3):78-81. |
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| Authors: | LI Ji-cheng ZHANG Lu |
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| Institution: | (School of Management, Harbin University of Science and Technology, Harbin 150080, China) |
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| Abstract: | Based on the brand life cycle influenced by the distributed brand, it extracts the three life cycle period of a brand expansion behavior. It builds a brand expansion model for a distributed brand according to the factors which influence a brand expansion process. For a company which needs instruction and decision basis to implement a brand expansion, it supplies a practicable operational tool and necessary theoretic support. |
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| Keywords: | brand regional brand brand extension life cycle |
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