奇瑞公司運(yùn)用品牌延伸策略進(jìn)行市場(chǎng)競(jìng)爭(zhēng)的研究-資料下載頁(yè)
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【正文】 ，[3] 《市場(chǎng)營(yíng)銷(xiāo)學(xué)通論》郭國(guó)慶主編，中國(guó)人民大學(xué)出版社，[4] 《管理學(xué)》周三多主編，高等教育出版社，[5] 《銷(xiāo)售管理》熊銀解主編，高等教育出版社，[6] 《企業(yè)營(yíng)銷(xiāo)案例》湯定娜主編，高等教育出版社，[7] 《企業(yè)競(jìng)爭(zhēng)力論》胡大力主編，經(jīng)濟(jì)管理出版社，[8] 《新人力資源管理》 [英]喬納森 斯邁蘭斯基著；孫曉梅譯，東北財(cái)經(jīng)大學(xué)出版社，[9] 《消費(fèi)者行為學(xué)》 [美]德?tīng)柣艚鹚梗_格貝斯特著，符國(guó)群譯，機(jī)械工業(yè)出版社，[10] 《經(jīng)濟(jì)博弈論》謝識(shí)予編著，復(fù)旦大學(xué)出版社，[11] 《現(xiàn)代產(chǎn)業(yè)組織》[美]丹尼斯卡爾頓，杰弗里佩羅夫著，黃亞均等譯，上海人民出版社，[12] 《企業(yè)形象》許晨主編，中山大學(xué)出版社，[13] 《國(guó)際經(jīng)營(yíng)中的風(fēng)險(xiǎn)與防范》陳雨露主編，北京工業(yè)大學(xué)出版社，[14] 《中外管理》（2009年第7期）[15] 《中國(guó)私營(yíng)經(jīng)濟(jì)研究報(bào)告》李秀潭，胡修干主編，浙江人民出版社，[16] 《企業(yè)改革與管理》2008年第11期[17] 太平洋汽車(chē)網(wǎng) [18] 《The new human resources management》 Jonathan Smolensk the Cambridge University Press[19] 《Pay strategic human resource management practices》Mustachio the Massachusetts Institute of Technology University Press[20] 《Case of Human Resources Management》 University of London Press 目 錄 奇瑞公司運(yùn)用品牌延伸策略進(jìn)行市場(chǎng)競(jìng)爭(zhēng)的研究[摘 要] 本文通過(guò)研究如何運(yùn)用品牌延伸策略進(jìn)行有效的市場(chǎng)競(jìng)爭(zhēng)，同時(shí)運(yùn)用案例分析法，對(duì)奇瑞的品牌延伸策略展開(kāi)分析，明確了運(yùn)用品牌延伸策略以達(dá)到以少勝多，優(yōu)質(zhì)高價(jià)，占領(lǐng)市場(chǎng)，提高企業(yè)及其產(chǎn)品知名度，同時(shí)獲取高額利潤(rùn)的目的。但凡事都有前提，運(yùn)用這種策略也必須有一定的前提：品牌成為市場(chǎng)競(jìng)爭(zhēng)的焦點(diǎn)；產(chǎn)品生命周期縮短使品牌延伸重要性增強(qiáng)；品牌延伸是實(shí)現(xiàn)品牌無(wú)形資產(chǎn)轉(zhuǎn)移、發(fā)展的有效途徑。對(duì)品牌延伸策略運(yùn)用的原因進(jìn)行分析，總結(jié)出品牌延伸策略能成功的幾個(gè)重要原因: 不輕易動(dòng)搖原有品牌的定位；不輕易打破消費(fèi)者的心理定勢(shì)如何把握品牌延伸的度；不輕易丟掉老顧客，品牌是企業(yè)的無(wú)形資產(chǎn)。正是這些原因的存在，才會(huì)使品牌延伸策略成功。任何事情都有其兩面性。品牌延伸策略是一把雙刃劍，在帶給企業(yè)巨大利益的同時(shí)，也有其不利的一面，對(duì)迅速打入市場(chǎng)，擴(kuò)大市場(chǎng)占有率有一定的限制。另外，企業(yè)拉大產(chǎn)品線(xiàn)，這樣容易讓同類(lèi)產(chǎn)品的競(jìng)爭(zhēng)者在價(jià)位上有空子可鉆，對(duì)保證企業(yè)的獨(dú)家經(jīng)營(yíng)局面帶來(lái)沖擊。因而，企業(yè)在選擇自己的經(jīng)營(yíng)策略時(shí)、一定要切合實(shí)際，萬(wàn)萬(wàn)不可盲目套用，否則會(huì)適得其反。 [關(guān)鍵詞] 價(jià)格延伸策略 市場(chǎng)競(jìng)爭(zhēng) 奇瑞 The research about brand extension strategy and market petition of Chery pany[Abstract] The purpose of the research is how to use brand extension strategy of petition effectively in the market, at the same time, we use case analysis to analysis Chery39。s brand extension strategy and use brand extension strategy to achieve more possession and occupy the market price, quality, enhance the enterprise and its product wellknown and also get profit purposes. But all things that are using this strategy also must have certain prerequisite, first, brand bee the focus of petition in the market, second, the product life cycle is to shorten the brand extends importance enhancement, third, the brand extends is brand of intangible assets and the effective approaches to the development and application of brand extension strategy analysis of the causes, summarizes the successful strategy to price a few important reason: first, not easily moved the original brand positioning, and not easily broken consumer mindset to grasp the brand extends is not easily lost old customer brand is the intangible asset of an enterprise. The existence of these reasons, it will only make brand extension strategy successfully. Everything has two sides. Brand extension strategy is a doubleedged sword, bring in enterprise great interests, but also has its disadvantages, to enter the market, expand the market share to have certain restriction. In addition, enterprise with fewer but better and high prices have part consumer groups, so easy to let the similar product petitors on price have a loophole, to ensure the sole business enterprise situation. Therefore, the enterprise in the choice of his business strategy, must be practical, not blindly, otherwise, will backfire.[Key words] Extension strategy；The market petition；Chery20 / 20
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