基于顾客满意理论的品牌延伸策略研究

摘要

With the increasingly fierce market competition, capture the market share of top priority to become entrepreneurs. Brand extension strategy right time, widely used, the effect is obvious. However, not all of the industry, all businesses are applicable to the brand extension strategy, failures abound. This theory from the perspective of customer satisfaction to rcposition the brand extension strategy, analysis of the advantages of brand extension and brand extension is likely to lead to undue risk, cs from nine put forward the theory based on the implementation of the princi- ples of brand extension strategy, and provides several corporate brand extension mode selection, as the desire for bigger and stronger companies out of a lock in customers, expand customer base in the recipe.%随着市场竞争的日益激烈，占领市场份额成为企业家的当务之急。品牌延伸策略适逢其时，应用广泛，效果明显。但是，并非所有的行业、所有的企业都适用品牌延伸策略，失败案例比比皆是。从顾客满意理论的视角重新定位品牌延伸策略，分析品牌延伸的优点及品牌延伸不当容易引发的风险，从九个方面提出基于CS理论的品牌延伸策略实施原则，并提供了几种企业品牌延伸模式选择，为渴求做大做强的企业开出一剂锁定顾客、扩大顾客群的良方。