文化创意企业品牌延伸对母品牌形象回溯影响研究

以文化创意企业品牌联想和品牌延伸契合度为基础，把延伸的品牌划分为知名品牌和一般品牌，把延伸距离划分为近延伸和远延伸，通过问卷调查的方式，用spss17．0统计分析工具中的相关分析及回归分析，在形成的2 x2矩阵中研究消费者对于企业延伸的接受性，并判断品牌延伸对母品牌形象的影响程度，便于文化创意企业品牌延伸的过程中，充分利用相关影响要素，避免资金、人力等方面的浪费，提高品牌延伸的成功率，达到稳步提高文化创意企业核心竞争力的目的。

Cultural and creative brand extension of the parent brand image retrospective impact studies

In this paper, the cultural and creative way to brand associations and brand extension fit, based on the brand extension division and general brand for well-known brands, the extended distance is divided into near and far to extend the extension, through questionnaires, statistical analysis using spss17. 0 tool-related analysis and regression analysis, consumer research in the formation of 2x2 matrix for enterprises to extend the acceptance of, and determine the extent of the impact on the parent brand extension brand image, cultural and creative en-terprises to facilitate the process of brand extension, the full use of relevant impact factors, to avoid wasting mon-ey and manpower to improve the success rate of brand extension, to steadily improve the core competitiveness of the cultural and creative enterprises purposes.