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
2017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
May 10, 2017
摘 要
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、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
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)品牌延伸的定义 .......................................................................................................... 1 (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
(一)品牌定位模糊，个性被淡化 ...................................................................................... 3 (二)品牌内涵不足，延伸空间狭小 .................................................................................. 4 (三)跨度延伸，渠道建设乏力 .......................................................................................... 4 (四)延伸产品知名度不够，市场竞争力弱 ...................................................................... 4 三、“娃哈哈”品牌延伸现存问题的原因分析 .................................................................... 5
(一)延伸产品的品牌定位不一致 ...................................................................................... 5 (二)品牌核心价值观空洞 .................................................................................................. 6 (三)对市场竞争状况的认识不足 ...................................................................................... 7 (四)延伸产品宣传不到位 .................................................................................................. 8 四、改进“娃哈哈”品牌延伸策略的建议 ............................................................................ 8
(一)科学选择品牌延伸领域 .............................................................................................. 8 (二)加大产品和品牌创新力度 .......................................................................................... 9 (三)完善营销渠道建设 .................................................................................................... 10 (四)改进产品宣传方式 .................................................................................................... 10 结 论 ...................................................................................................................................... 12 参考文献 .................................................................................................................................. 13 致 谢 ...................................................................................................................................... 14
娃哈哈品牌延伸策略分析
