服务接触视角的品牌延伸研究——一个概念性整合分析框架

品牌延伸是近年来营销理论研究的重要内容与前沿性课题，现有研究成果多是针对基于制造业的实体产品，沿用已有分析框架在一定程度上妨碍了人们对服务品牌延伸认识的深化。在对服务品牌延伸有关研究回顾的基础上，探讨了服务接触的内涵、维度，并构建了基于服务接触视角的品牌延伸整合分析框架，为服务品牌延伸研究提供了一种新的理论视角。

Study on Brand Extension in the Perspective of Service Encounter

Brand extension has been the frontier of marketing researches recently,but most of these are designed for goods in manufacture industry,so it will delay the further understanding of service brand extension.In this paper,after reviewing service brand extension,the definition and dimension of service encounter are discussed,and then a new integrated brand extension model based on service encounter is proposed.