摘要
以区域品牌影响下品牌生命周期为基础,提炼品牌扩展的3个生命周期阶段。根据品牌扩展的影响因素,构建区域品牌视角下的品牌扩展模式模型。其结论为企业实行品牌扩展提供方法路径的选择和决策依据,提供了切实可行的操作工具和必要的理论支持。
Based on the brand life cycle influenced by the distributed brand, it extracts the three life cycle period of a brand expansion behavior. It builds a brand expansion model for a distributed brand according to the factors which influence a brand expansion process. For a company which needs instruction and decision basis to implement a brand expansion, it supplies a practicable operational tool and necessary theoretic support.
出处
《科技与管理》
2014年第3期78-81,共4页
Science-Technology and Management
基金
黑龙江省教育厅人文社会科学基金项目(12512025)
