| 服装企业品牌延伸策略分析 |
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| 引用本文： | 叶景超,杨树青.服装企业品牌延伸策略分析[J].企业科技与发展,2010(5):143-145. |
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| 作者姓名： | 叶景超 杨树青 |
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| 作者单位： | 华侨大学工商管理学院,福建泉州362021 |
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| 摘 要： | 品牌延伸是企业利用其品牌资产来维护或扩大市场占有率的一种发展战略。品牌延伸作为服装企业赢得竞争优势的重要策略，一直以来都受到国内外服装界的广泛重视。文章主要对服装品牌延伸的前提、时机及途径等作出分析，并提出服装品牌的发展策略。
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| 关 键 词： | 品牌延伸 策略分析 |
Strategic Analysis for the Brand Extension for Garment Enterprises |
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| Authors: | YE Jing-chao YANG Shu-qing |
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| Institution: | (School of Business Administration of Huaqiao University, Quanzhou Fujian 362021 ) |
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| Abstract: | Brand extension represents a development strategy of enterprises to boost market share by its brand asset. As an important strategy to be more competitive, brand extension has all along been attached great importance to by garment industry. The article gives analysis to the prerequisite, opportunities of the extension and means and the brand development strategy. |
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| Keywords: | brand extension strategic analysis |
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