| 论我国企业品牌延伸的实施策略 |
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| 引用本文： | 孙勇,郑春东. 论我国企业品牌延伸的实施策略[J]. 现代财经, 2006, 26(5): 55-58 |
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| 作者姓名： | 孙勇 郑春东 |
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| 作者单位： | [1]天津市教卫工委,天津300050 [2]天津大学管理学院,天津300072 |
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| 摘 要： | 品牌延伸的具体实施策略是影响延伸效果的重要因素，而延伸实施中最常见和有效的措施就是一般营销策略和副品牌策略。对于国内品牌来说，由于自身状况和国内经济环境的影响，延伸实施中还需要更多关注品牌定位的维护、品牌知名度的提升以及延伸领域的选择等重要问题。
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| 关 键 词： | 品牌延伸 营销策略 主副品牌策略 |
| 文章编号： | 1005-1007（2006）05-0055-04 |
| 收稿时间： | 2005-12-28 |
| 修稿时间： | 2005-12-28 |
Discussion on Operation Tactics for the Brand Extension of China''''s Enterprise |
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| Sun yong,Zheng Chundong. Discussion on Operation Tactics for the Brand Extension of China''''s Enterprise[J]. Modern Finance and Economics(Journal of Tianjin University of Finance and Economics), 2006, 26(5): 55-58 |
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| Authors: | Sun yong Zheng Chundong |
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| Abstract: | Marketing strategy and main - subsidiary brand strategy are the most familiar and effective operation tactics, which have great influence on the effect of brand extension. For the influence of own status and domestic economy environment, the maintenance of brand orientation, the advance of brand familiarity and the choosing of extension field are also important for internal brand. |
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| Keywords: | Brand Extension Marketing Strategy Main- subsidiary Brand Strategy |
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