东鹏家居产品延伸策略研究内 容 摘 要产品延伸是产品竞争成长的高级阶段，是企业产品成长的主要组成部分，也是企业产品成长战略的必定产品。产品延伸出现的原因有两个，企业内部和市场内部，市场饱和情况的出现，导致了市场份额空间较小，整个市场的发展都需要进行产品革新，以促进企业产品适应市场的变化，而企业采用产品延伸策略也是一种重要有效途径。本文通过对产品延伸界定，分析东鹏家居产品延伸发展过程，通过对东鹏产品经营业绩发展变化过程分析，从消费者、竞争者视角，分析东鹏产品延伸的动力。并通过对东鹏家居不同阶段的产品发展战略与目标消费群特性的分析，探讨东鹏家居不同阶段的产品延伸策略与产品延伸对东鹏家居的影响。通过分析，笔者认为东鹏家居目前的产品延伸策略是比成功的，并认为产品延伸要在坚持产品核心价值的基础上，科学的进行产品定位，并持续提供优质产品服务。关键词：产品延伸 ；东鹏家居 ；目标消费群体；策略IResearch on The Extension Strategy of DongPeng Household ProductsAbstractProduct extension is the advanced stage of product competition growth, is the main component of product growth, but also the enterprise product growth strategy of the inevitable product. There are two reasons for product extension, internal enterprises and market internal, the emergence of market saturation, resulting in a small market share space, the development of the entire market needs to carry out product innovation to promote enterprise products to adapt to market changes, and enterprises to adopt product extension strategy is also an important and effective way. Through the definition of product extension, analysis of Dongpeng home product extension development process, through dongpeng product management performance development process analysis, from the perspective of consumers, competitors, analysis of Dongpeng product extension of the power. And through the analysis of dongpeng home's product development strategy and target consumer group characteristics in di...
