【正文】 位，由于民營(yíng)企業(yè)自身的局限性、盲目性等原因，很難根據(jù)市場(chǎng)發(fā)展?fàn)顩r進(jìn)行有效、合理的品牌延伸。整個(gè)轉(zhuǎn)移思路就是從功能性定位向精神性定位轉(zhuǎn)變，但是紅牛在其產(chǎn)品提升到精神消費(fèi)領(lǐng)域時(shí)，又不忽略功能性特征。比如韓國(guó)的LG、三星，日本的SANYO、SHARP，其手機(jī)、彩電、冰箱、電腦、空調(diào)、傳真機(jī)、洗衣機(jī)等產(chǎn)品都是使用統(tǒng)一的品牌。（2）多品牌戰(zhàn)略存在一定的風(fēng)險(xiǎn)多品牌戰(zhàn)略是指在不同的范圍使用不同的品牌，比如SIMENS、惠而浦。但是，這一戰(zhàn)略會(huì)分散品牌資源，削弱主流品牌的影響力及其在顧客心目中的形象和地位。民營(yíng)企業(yè)的發(fā)展時(shí)間相較外國(guó)企業(yè)來(lái)說(shuō)還是有一定的差距的，在品牌發(fā)展之路上的認(rèn)識(shí)和經(jīng)驗(yàn)也有一定的欠缺，企業(yè)缺乏從事品牌研發(fā)創(chuàng)新的復(fù)合型人才，從一些經(jīng)濟(jì)發(fā)達(dá)國(guó)家引進(jìn)的先進(jìn)技術(shù)、經(jīng)營(yíng)理念無(wú)法及時(shí)吸收運(yùn)用，因此導(dǎo)致了技術(shù)能力的相對(duì)薄弱，無(wú)法掌握本行業(yè)的核心技術(shù)，支持企業(yè)品牌研發(fā)和推廣的資金不足，無(wú)法拿出高額的資金投入到廣告促銷(xiāo)、公關(guān)中去，再者大多數(shù)的民營(yíng)企業(yè)為了節(jié)省一大筆研發(fā)費(fèi)用，在公司內(nèi)部往往不設(shè)立獨(dú)立的產(chǎn)品研發(fā)部門(mén)，僅僅依靠原有的技術(shù)水平，顯然不在適應(yīng)市場(chǎng)經(jīng)濟(jì)的高速發(fā)展，逐漸被同行業(yè)的主要競(jìng)爭(zhēng)對(duì)手瓜分應(yīng)有的市場(chǎng)份額，難以在激烈的市場(chǎng)競(jìng)爭(zhēng)中獲取優(yōu)勢(shì)，直至被淘汰。在今后的發(fā)展道路上，民營(yíng)企業(yè)要花大力氣打造品牌，一定要樹(shù)立起品牌戰(zhàn)略觀念，走品牌化持續(xù)發(fā)展道路，通過(guò)品牌推廣來(lái)確立自己在行業(yè)中的地位。國(guó)內(nèi)企業(yè)間的價(jià)格戰(zhàn)愈演愈烈，降價(jià)空間越來(lái)越小，從而導(dǎo)致了企業(yè)贏利少，發(fā)展空間受到很大限制。品牌的背后直接樹(shù)立著商品生產(chǎn)者或經(jīng)營(yíng)者的形象，是企業(yè)形象與信譽(yù)最集中的體現(xiàn)和反映。好的品牌能為顧客省心、省力，同時(shí)也會(huì)提高顧客對(duì)品牌的忠誠(chéng)度。同時(shí)也應(yīng)看到我國(guó)中小民營(yíng)企業(yè)在發(fā)展中面臨的企業(yè)規(guī)模偏小總體經(jīng)濟(jì)實(shí)力不強(qiáng)、資本結(jié)構(gòu)單一融資渠道狹窄、家族企業(yè)占絕對(duì)比重經(jīng)營(yíng)管理集權(quán)化、投資領(lǐng)域范圍有限市場(chǎng)準(zhǔn)入范圍有限等不足，這些不足也制約著民營(yíng)企業(yè)的發(fā)展，影響到企業(yè)品牌的推廣和升級(jí)。，善于運(yùn)用高科技善于運(yùn)用高科技是民營(yíng)企業(yè)克服自身局限的有效途徑。在戰(zhàn)略實(shí)施過(guò)程中，還要使品牌的塑造與維護(hù)成為所有員工的共同責(zé)任，整合企業(yè)總體資源，避免品牌的概念化炒作，提升企業(yè)品牌的市場(chǎng)競(jìng)爭(zhēng)能力。，注重品牌的文化內(nèi)涵品牌的背后是文化。在中國(guó)流行這樣一句話：越是民族的就越是世界的，強(qiáng)調(diào)了產(chǎn)品獨(dú)特的文化在科技產(chǎn)品日新月異，市場(chǎng)競(jìng)爭(zhēng)愈加激烈的今天只有將自己的品牌和文化結(jié)合起來(lái)，企業(yè)文化與品牌是相輔相成的。文化的背后是企業(yè)的品格、企業(yè)的核心競(jìng)爭(zhēng)力！中國(guó)的傳統(tǒng)文化曾經(jīng)造就出一批享有世界聲譽(yù)的品牌：茅臺(tái)、同仁堂、全聚德、東來(lái)順等傳統(tǒng)品牌，這些品牌有著中華民族深厚文化積淀與歷史人文內(nèi)涵，不僅代表著經(jīng)營(yíng)者的產(chǎn)品信譽(yù)，還包涵了中國(guó)文化氛圍下的商業(yè)經(jīng)營(yíng)管理特色與文化。今天許多民營(yíng)企業(yè)都感到發(fā)展遇到了瓶頸，也意識(shí)到自身存在著種種痼疾，都在紛紛探討如何再上一個(gè)臺(tái)階的課題，不少有識(shí)之士都認(rèn)為企業(yè)忽略文化建設(shè)，缺乏文化氛圍，是制約民營(yíng)企業(yè)發(fā)展的一個(gè)重要因素。當(dāng)人們的物質(zhì)層面很容易滿足時(shí)，精神層面的需求就變得強(qiáng)烈起來(lái)，誰(shuí)能把握這個(gè)傾向誰(shuí)就能在市場(chǎng)競(jìng)爭(zhēng)中勝人一籌。但對(duì)于資金處于劣勢(shì)的民營(yíng)企業(yè)而言，卻不是一個(gè)最好的選擇，但是品牌絕不是僅靠廣告建立和維護(hù)的。發(fā)展至今以其在飲品行業(yè)的霸主地位，又有誰(shuí)敢輕視“哇哈哈”這塊牌子。品牌延伸問(wèn)題屬于企業(yè)品牌戰(zhàn)略的范疇。通俗來(lái)講，就是利用已有的成熟品牌做深度和廣度上的延伸，如喜之郎做果凍，隨著品牌的成熟逐漸開(kāi)發(fā)了優(yōu)樂(lè)美、美好時(shí)光等品牌；衛(wèi)浴企業(yè)在一類(lèi)產(chǎn)品達(dá)到一定階段之后，從一個(gè)或者幾個(gè)的產(chǎn)品系列向整體浴室產(chǎn)品發(fā)展，甚至有的企業(yè)在向整體廚衛(wèi)產(chǎn)品發(fā)展，在這方面做的比較突出的是歐派，已經(jīng)在廚房、衛(wèi)生間的產(chǎn)品上同時(shí)占有了一定的市場(chǎng)。隨著產(chǎn)品的增多，品牌的含義更豐富，品牌的形象便更多地被抽象出來(lái)和精神相聯(lián)系，而不是和某種具體的產(chǎn)品或某種功能聯(lián)系，品牌獨(dú)立的精神層面的含義被創(chuàng)造出來(lái)，這正是品牌建設(shè)所追求的境界。一是原有品牌的知名度。日本豐田品牌的核心價(jià)值在于“提供優(yōu)秀的動(dòng)力技術(shù)”，而不僅僅是“提供優(yōu)質(zhì)的汽車(chē)”。參考文獻(xiàn)[1] [M].武漢：武漢大學(xué)出版社，2005:4557.[2] [J].商場(chǎng)現(xiàn)代化，200621:7684.[14] Yan Zhang，Nandini Rajagopatan，Cor～porate governance reforms in China and India， Greenwich，Business Horizons，2008:55 [15] IPik Kun Liew，Corporate Govemance Rearms in Malaysia，Oxford，Corp o～rate Governance，2007：724[16] Joshua Abor，Charles K ．D．Adjasi，Corporate governance and the small and medium enterp rises sector：theory and implications，Bradford，Corp orate Governance，2007：1l1．外文資料Build and expand a brand in China through sport marketingXinxing Jin Bachelor Thesis International business BBA 2006 Case study AThe case study is a research strategy. Hakim (1987) stated that case studies are the most flexible of all research designs. Background of Li Ning, Co.Company name: LiNing Company Limited Location: BeijingEstablished year: 1982LiNing Company Limited is one of the leading enterprises manufacturing sports equipment in China. It has its own departments dealing with different matters from branding, research and development, design, manufacturing, distribution and retail. LiNing is now the name of a sporting article pany in China. As the biggest local brand in China in this field, LiNing represents a dream of the nation about sports. The group’s products include footwear, apparel and accessories for sport and leisure use which are primarily sold under its own LINING brand. The CEO of the pany,LiNing, as the most successful Chinese gymnast in the 1980s, who has affected Chinese young generation by his mental toughness, enterprise’ brand is high loyalty in the heart of populaces. As time goes by, although LiNing still is an influential brand, without an effective marketing strategy to rebuild brand image, this brand could fall into disuse in the mature market.In this situation, the enterprise has decided to focus on sports marketing in hopes of rebuilding the unique characteristics of LiNing in the heart of its customers. Analysis of LiNing Co. Brand’s SuccessLiNing marketing strategy Made in ChinaIn the sports market of China, LiNing experienced a very successful process of development. In 1995, it became the first sports brand, in the following seven years, its market was the highest in the domestic market. To sum up, the factors of LiNing39。s recognition of a brand any longer. After years of exploration and experience, LiNing had their own modes of mercial operation and became a leading brand of domestic sports products.The pany formulated a professional development strategy in the beginning of 2004. First, they pioneered high tech designed basketball shoes in the Chinese market. Then in August 2004, LiNing attracted worldwide attention by sponsoring a basketball team in Spain. The pany also provided all equipment in the Athens Olympics. In January 2005, LiNing became a strategic partner of NBA, which has enhanced the professional image of the brand.Through these activities, LiNing Company has bined brand positioning and professional development strategies together. Interviews with LiNing Co.LiNing39。s, the pany had very positive image and high awareness in the market. The considerable name recognition associated with the brand has given the pany a good start. But LiNing has bee solely associated with gymnastics and professional gymnastics equipment in customers’ minds. LiNing advertisements sometimes ventured far from professional image and sports marketing, such as inviting a movie star to be a spokesman. Although the movie star has a certain social influence, the ad did not reflect an athletic image of LiNing.As we know that the athlete LiNing is a patriotic entrepreneur, his image was usually mor