基于品牌战略影响的针织品牌延伸策略

摘要

随着中国经济的快速发展和市场竞争的日益激烈,以及目前市场细分的不断深化,品牌战略逐渐受到企业的重视.从战略角度分析品牌和产品之间的深层联系,针对针织品牌的品牌延伸策略进行分析,辩证地看待品牌延伸.通过对国内针织品牌案例的收集分析,指出针织品牌延伸策略的选择,并分析了品牌延伸策略对针织品牌的影响,为针织品牌进行品牌延伸活动提供一定的理论参考.%With the rapid development of China's economy and the increasingly fierce competition in the market,as well as the current market segments continue to deepen,Brand strategy has become increasingly brought to the attention of the enterprise.Analysis of the deep connection between the brand and the product from a strategic perspective,The brand extension strategy of knitting brand is analyzed and the brand extension is viewed dialectically.Through the collection and analysis of domestic knitting brand cases,this paper points out the choice of the strategy of knitting brand extension.It also analyzes the influence of brand extension strategy on knitting brand,and provides a theoretical reference for brand extension activities of knitting brand.