| 白酒企业慎用品牌延伸策略 |
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| 引用本文： | 刘松涛.白酒企业慎用品牌延伸策略[J].酿酒科技,2005(1):91-92. |
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| 作者姓名： | 刘松涛 |
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| 作者单位： | 江苏双沟酒业集团有限公司品牌管理部,江苏,泗洪,223911 |
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| 摘 要： | 品牌延伸策略有利有弊，白酒企业要谨慎、科学、合理地使用。1．横向延伸时要注重延伸的范围，并应与母产品保持一致，形成统一的整体。2．纵深下沉延伸要适度，上升延伸要从实际出发。3．注重知识产权保护。(陶然)
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| 关 键 词： | 市场研究 白酒企业 品牌延伸 策略 |
| 文章编号： | 1001-9286(2005)01-0091-02 |
| 修稿时间： | 2004年8月3日 |
Liquor-making Enterprises Should Practice Trademark Expansion Strategy Cautiously |
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| LIU Song-tao.Liquor-making Enterprises Should Practice Trademark Expansion Strategy Cautiously[J].Liquor-making Science & Technology,2005(1):91-92. |
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| Authors: | LIU Song-tao |
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| Abstract: | Trademark expansion strategy has both advantages and disadvantages, so liquor-making enterprises should practice such strategy cautiously and adequately as follows:1. cross trademark expansion emphasized the expansion range, new products should keep the same identity as maternal product to form a unified entirety; 2. downward trademark expansion emphasized expansion within limits and upward trademark expansion should base on practical conditions; 3. enterprises paid more attention to intellectual property right protection. (Tran. by YUE Yang) |
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| Keywords: | market research liquor-making enterprises trademark expansion strategy |
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