摘要
本文认为,品牌延伸是品牌管理的重要组成部分,也是市场营销的重要手段。体育用品品牌延伸在给体育用品制造企业带来利益的同时,又具有较大的风险。文章提出,为规避体育用品品牌延伸风险,提高体育用品品牌延伸效益,应从实际出发,借鉴国内外企业规避品牌延伸风险的成功经验,正确认识现有体育用品品牌,选择强势体育用品品牌进行延伸;进行市场定位,界定体育用品品牌的适用范围;确保品牌延伸产品的相关性和兼容性,提高品牌延伸成功率;有效控制体育用品品牌延伸,避免品牌延伸过度。
The authors believe that brand extension of the sporting goods is the important part of brand management and the important marketing means. It brings both profit and significant risk to sporting goods manufacturers in the meantime. How to avoid the risk and realize maximum profit of the brand extension of sporting goods is one of the most important problems for the sporting goods brand management. The authors also give us some suggestions on how to avoid this kind of risk and improve profit of brand extension of sporting goods, such as drawing on the experience of other countries, correctly positioning and effectively controlling.
出处
《中国流通经济》
CSSCI
北大核心
2008年第3期56-58,共3页
China Business and Market
关键词
体育用品
品牌
品牌延仲
sporting goods
sporting goods brand
brand extension of sporting goods
