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企业扩张其市场份额的手段,已从产品输出到资本输出,发展到更高阶段的品牌输出。名牌企业以其品牌所享有的极高声誉和巨大的品牌价值实力实现着低成本的市场扩张,品牌扩张已成为市场掠夺战中一道亮丽的风景。本文拟就品牌扩张的内涵品牌扩张中的一些失误以及如何规避这些失误等问题,进行初步的分析和探讨。 一、品牌扩张的含义、途径和意义 品牌扩张是企业(尤指拥有著名品牌的企业)实现其市场扩张和利润增长的“高速路”举措。它强调的是企业对已实现的某个品牌资源的充分开发和利用,使名牌生命不断得以延长,品牌价值得以增值,品牌的市场份额不断扩大,从而促进企业产品销售利润的提高。
The means by which enterprises expand their market share have shifted from product output to capital output to a higher level of brand output. Brand-name companies enjoy the brand's high reputation and huge brand value to achieve low-cost market expansion, brand expansion has become a predatory market in a beautiful landscape. This article intends to expand the content of brand expansion in some mistakes and how to avoid these mistakes and other issues, the initial analysis and discussion. First, the meaning of brand expansion, ways and meaning Brand expansion is the enterprise (especially with a well-known brand enterprises) to achieve its market expansion and profit growth “highway” initiatives. It emphasizes that an enterprise fully exploits and utilizes a certain brand resource that has been realized, prolongs the life of a brand name, adds value to the brand value, and continuously expands the market share of a brand, so as to promote the improvement of the profit of product sales.