娃哈哈品牌延伸策略分析

分类号

：

F272

2017

届本科生毕业论文

题目：娃哈哈品牌延伸策略分析

作者姓名：

* * *

学号：

2013100348

系

(

院

)

、专业：经济管理学院、市场营销专业

指导教师姓名：

* * *

指导教师职称：副

教

授

2 017

年

5

月

10

日

Classification Code

：

F272

2017 Undergraduate Graduation Thesis

Title:Wahaha brand extension strategy analysis

Name:*************

Student ID:

2013100348

Department, Specialty: Economics & Management,

Marketing

Supervisor:********

Supervisor Title:Associate Professor

May10, 2017

摘要

< /p>

品牌可谓企业的命脉，在企业中扮演着重要的角色，现如今，全球化经济的

发展速度越来越快，市场竞争呈现出白热化的趋势，企业之间的竞争转变成了品

牌的较量。优质的品牌效应有助于扩大产品的知名度，提升顾客对产品的满意程

度，节省 产品的销售成本，提升产品的竞争优势，抢占市场先机，获得更大的客

户群，进而拓宽产 品的销售渠道，创造出更丰富的经济效益，最终实现产业发展

的良性循环。在实际生活中 ，发生了很多个失败的品牌打造事件，经过对这些事

件的研究，得出以下结论，推行品牌 延伸政策必须具有较强的抵御风险能力，市

场上的风险是多样性的，

如创新能力的减弱、

品牌个性的弱化、

品牌定位不清晰、< /p>

品牌声誉被破坏等。

娃哈哈的发展历史已经有

26

年，

其的发展过程就是品牌延伸

和多品牌政策的演变过程，本论著以娃哈哈为研究对象，对其的品牌延伸实情展

开系统 性的探究，总结出其在推行品牌延伸政策中所暴露出的弊端，进而归纳出

以下结论，即对 娃哈哈品牌延伸措施实施整改。

关 键词

：

品牌；“娃哈哈”；品牌延伸；得与失

< br>

ABSTRACT

The

brand

is

the

enterprise's

lifeline,

in

the

enterprise

plays

an

important

role

in

nowadays, economic globalization develops faster and faster, the market competition has

become white hot

trend, the competition

between enterprises has changed into the brand

competition.

Brand

quality

helps

to

expand

the

visibility

of

products,

improve

customer

satisfaction

of

products,

saving

the

cost

of

sales

of

the

product,

enhance

the

product

competitive

advantage,

seize

market

opportunities,

get

more

customers,

and

expand

product

sales

channels,

to

create

a

more

rich

economic

benefit,

and

ultimately

achieve

a

virtuous cycle the development of the industry. In real life, there were many failed brand

events,

through

the

study

of

these

events,

we

can

draw

the

conclusion

that

the

implementation of brand extension policy must have a strong ability to resist risks, market

risk is diversity, such as innovation ability weakened, brand personality weakening, brand

positioning is not clear, brand reputation was destroyed. The history of the development of

Wahaha

has

26

years

of

evolution,

the

development

process

is

the

brand

extension

and

multi brand policy, this treatise to Wahaha as the research object, to explore the truth of the

developing system of brand extension, summed up its shortcomings in the implementation

of brand extension policy in revealing, and then summed up the following conclusions that

is, the implementation of the rectification measures of Wahaha brand extension.

Key

Words:

Brand;Wahaha;Brand

extension;Gain

and

loss

目

录

绪论

......................... .................................................. .................................................. ............... 5

一、相关理论概述

................... .................................................. ............................................... 1

(

一

)< /p>

品牌延伸的定义

..................... .................................................. ................................... 1

< /p>

(

二

)

品牌延伸 的作用

................................... .................................................. ..................... 1

(

三

)

品牌延伸的原则

.................................................. .................................................. ...... 2

二、“娃哈哈”品牌延伸存在的问题

........... .................................................. ....................... 3

(< /p>

一

)

品牌定位模糊，个性被淡化