“中华老字号”品牌复兴:品牌延伸及反馈  

The Revitalization of Chinese Old Brand:Brand Extension and Feedback Effects

作　　者：陶骏[1] 李善文[1] 

机构地区：[1]云南大学工商管理与旅游管理学院,云南昆明650091

出　　处：《经济管理》2012年第2期97-106,共10页Business and Management Journal ( BMJ )

基　　金：云南大学研究生科研课题重点资助项目(ynuy201137)及一般项目(ynuy201033)

摘　　要：许多中华老字号在岁月变迁中消失,在转变经济增长方式,渴望创品牌的今天真可谓遗憾。品牌延伸作为品牌资产撬动与增值的重要方式,在近十年来成为学界和商界的热点。本文探讨基于品牌延伸的中华老字号复兴之路,通过宽度及定位不同品牌的远近延伸2×3组间实验及ANOVA分析,得出如下实证结论:品类相似且声望高的老字号适合延伸到与品牌相近的新产品,品类多样而功能强的老字号更适于延伸到与品牌相异的新产品,并都能产生正反馈效应助力品牌发展。在此基础上,明确了不同状况老字号复兴的路径选择。Long history of Chinese civilization has bred lots of Chinese Old Brand （COB） which were wellknown for honorable reputation. COB used to be symbols of reliability, ability, integrity and innovation, but ap- peared to be out of fashion, sales down and brand exhausted with environmental changes. Since the reform and opening in China, the economy booming made China the biggest manufacturer in the world, however, Chinese brands are still unlisted in the＂ Best Global Brands 100＂ by Interbrand, and China becomes a country＂ Strong in Manufacture, Weak in Brand＂. Many COBs disappeared, some become the aided brands called by Aaker（2004） , which are of high identification and low memory, only a few are vigorous. Filling vigor and energy into COB immediately is a best way in China to transform economy growth model. Numerous academic researches and businesses have proved that proper brand extensions can not only help launch new product, but also enhance brand equity. Based on the current related theory and method, this paper explored COB＇s revitalization via brand extension and designed a factorial experiment with 2 levels of brands x 3 levels of brand extensions. Two levels of brands are broad brands with function and narrow brands with prestige, while three levels of extensions are far extension, close extension and both extensi6ns simultaneously. In pretest, as most of COBs are in Chinese medicine and food, candidate brands for comparison were selected in the same category of Chinese medicine by focus group. Then under the principle that brands significant with similar familiarity and favor, different width and position, two brand stimuli were selected, one as broad and functional brand with diverse products and material position, the other narrow and prestige brand with similar products and abstract position. Finally, both far and close extension experimental products were chosen according to the similarity with the brand category. Following, 4 groups divided in main experiment, control group test for

关 键 词：中华老字号 品牌复兴 品牌延伸 反馈效应 

分 类 号：F272.3[经济管理—企业管理]