| 品牌决策中的二难选择 |
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| 引用本文： | 张苗荧.品牌决策中的二难选择[J].温州职业技术学院学报,2001,1(2):30-32. |
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| 作者姓名： | 张苗荧 |
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| 作者单位： | 东方职业技术学院,浙江,温州,325000 |
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| 摘 要： | 品牌延伸目前成为温州企业发展的主旋律，这极有可能使企业的发展走入误区。品牌延伸可以节省促销费用，统一企业形象，有利于迅速提高企业知名度与经济效益，但也存在使企业失败的巨大陷阱。为了避免品 牌延伸的副作用，多品牌战略可以加强品牌个性与品牌的市场细分效应，但是由于定位不当或企业实力所限，也可能酿成灾难。当今发达国家企业在营销实践中发现，运用子品牌策略，既具有两的优点，又能克服两的缺点。温州企业在品牌建设中，应该正视品牌决策的二难选择，走中庸之道，运用母品牌加子品牌策略，规避品牌决策风险。
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| 关 键 词： | 品牌延伸策略 多品牌策略 子品牌策略 市场定位 企业 品牌战略 |
| 文章编号： | 1671-4326(2001)02-0030-03 |
| 修稿时间： | 2001年11月27 |
A Dilemma in Brand Policy |
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| ZHANG Miao-ying.A Dilemma in Brand Policy[J].Journal of Wenzhou Vocational & Technical College,2001,1(2):30-32. |
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| Authors: | ZHANG Miao-ying |
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| Abstract: | At present brand extension has become a major method of development in Wenzhou's enterprises, however, it may mislead an enterprise in its development. Brand extension can on one hand reduce the sales promotion fee, unify the image of an enterprise, and improve the popularity and economic benefit of an enterprise within a short time. On the other hand, it may also lead to the failure of the enterprise. To avoid these side effects, we should adopt multi brand policy to enhance the characteristic of the brand and heighten its market segmenting effect. Meanwhile, because of its incorrect market position, multi brand policy may sometimes result in a disaster. In developed countries, it has been discovered that using subsidiary brand can not only gain advantages of both policies but also overcome their disadvantages. Therefore, in setting up the brand, Wenzhou's enterprises should face the dilemma in brand policy, adopting the parent and subsidiary brand policy to avoid the risk of brand decision. |
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| Keywords: | Brand extension policy Multi brand policy Subsidiary brand policy Brand extension trap Market position |
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