中国中小企业品牌延伸动因及存在问题分析

品牌延伸是中小企业发展的有效途径。中国中小企业品牌延伸的动因有扩大规模、占领更多细分市场、增加经销商和消费者的忠诚度、最大限度地降低企业的营销成本四个方面。而当前中小企业品牌延伸中存在问题主要有品牌延伸意识落后，缺少发展品牌延伸的环境支持、优秀的品牌管理人才和相应的品牌操作服务机构。

Analysis on the Causes and Problems of Brand Extension of China's Small-and-medium Enterprises

The brand extension is the effective method of small-and-medium enterprises developing.The causes of brand extension of China's small-and-medium enterprises include enlarging scale,occuping more market,increasing the loyalty of distributors and customers and deducing the enterprises' marketing cost.The existing problems of the brand extension of the small-and-medium enterprises mainly include the ideology of brand extension falling behind,lack of the enviornment support of developing the brand extension,lack of the excellent brand managers and the brand operation service organization.