多元化企业品牌延伸的相关利益者组合比较研究  

Study on the Combinations of the Correlative Profit operators for Enterprise Brand Extension Based on Multi-business

作　　者：汪菲[1] 郑春东[1] 王寒[1] 

机构地区：[1]天津大学管理学院,天津300072

出　　处：《现代财经（天津财经大学学报）》2007年第3期26-30,共5页Modern Finance and Economics：Journal of Tianjin University of Finance and Economics

摘　　要：从多元化的角度来说,企业的品牌延伸行为就是一种新产品的推出模式。在相关多元化和非相关多元化模式下,企业通过品牌延伸推出新产品会形成不同的相关利益者组合。而现有产品市场企业、延伸产品市场企业、行业内潜在进入者和行业外潜在进入者是构成相关利益者组合的基本企业类型,其中的现有产品市场企业和延伸产品市场企业是延伸企业的现实利益相关者,其行为模式对延伸效果有重要影响。From the angle of multi - business, brand extension is just a mode to promote new product. For a brand extension enterprise, it will come forth different group of correlative profit operator with the mode of correlative multi - business and irrelated multi - business. Existing product competitor, extension product competitor, potential competitor from the same industry or other industry are the basal style of correlative profit operators in which the Existing product competitor and extension product competitor are the realistic correlative profit operators and their action mode can influence the effect of brand extension greatly.

关 键 词：品牌延伸 相关利益者 多元化 行为模式 

分 类 号：F273[经济管理—企业管理]