企业品牌延伸量化决策探析

品牌延伸作为新产品进入市场的一条捷径和商家竞争的有效手段,被越来越多的企业应用,但延伸不当会对企业造成严重的危害,因此,在品牌延伸前进行分析就显得尤为重要。品牌资产、延伸相关性、环境因素是品牌延伸决策指标体系的决定因素,用层次分析法进行各个指标的权重分析,建立品牌延伸时的量化决策模型是品牌延伸的科学依据。

Analysis on Quantifying Tactics of the Enterprise's Brand Extension

Brand extension,a shortcut and effective means,is applied by more and more enterprises to bring their new product into the market and compete with others.But improper brand extension will be harmful to the enterprise.Hence,it's very important to analyze it in advance.Since the brand equity,extension pertinence and environmental factors are decisive elements for the tactical index system,the enterprise should analyze the weight of each index through hierarchical analysis and the quantifying tactic model of brand extension is its scientific foundation.