要素品牌策略:突破产品线延伸典型性制约的新途径  

Ingredient Branding Strategies:A New Approach to Break Through The Constraints of Product Line Extension Typicality

作　　者：王骏旸[1] 王海忠[1] 

机构地区：[1]中山大学管理学院,广东广州510275

出　　处：《科技进步与对策》2012年第5期84-87,共4页Science & Technology Progress and Policy

基　　金：国家教育部哲学社会科学研究重大课题攻关项目(08JZD0019)

摘　　要：产品线延伸的典型性决定了母品牌的品牌联想转移到新产品上的能力,这使得企业往往只能够进行典型的产品线延伸,生产与原有产品线类似的产品。那么,有没有相应的策略可以帮助企业进行非典型的延伸呢?实验研究发现,与某一要素品牌联合的方式推出新产品更容易使企业在非典型性的产品线延伸中获得成功。该结论对于期望通过产品线延伸推出新产品的企业来说具有重要的指导意义。Product line extension typicality is a critical factor influencing the ability of transferring good associations of host brand to new product. This force firms only can do typical product extensions and introduce similar products. Do there have some strategies help firms to break through the bottleneck of product line extension typicality,？ One experiment shows that cobranding with another ingredient brand can be seen as a viable strategy for a typical product line extension. The results have important implications for launching new products through product line extension .

关 键 词：产品线延伸 要素品牌策略 延伸典型性 

分 类 号：F273.4[经济管理—企业管理]