格兰仕横向品牌延伸分析作者姓名:兰 梅专业名称:工商管理摘要在市场经济不断进展的今日,名牌代表着企业拥有的市场,名牌来之不易,需要耐心、勇气、财力、物力多方面长期的投入。如何对现有名牌进行开发和利用,更好地发挥名牌效应,是企业经营战略中不可或缺的课题。利用名牌资源实施产品延伸,是企业界常用的对名牌进行开发利用的策略。品牌延伸也是一把锐利的“双刃剑”既可能是一本万利的好事,也可能是前进中万劫不复的深渊:一方面是企业推动品牌战略的一个重要环节,在企业的成长过程中发挥着不可替代的作用,但是,同时我们也应该认识到,品牌延伸也可能是”潘多拉的盒子”,打开之后各种风险也随之而来。若对不可延伸的品牌进行延伸,或延伸到不应延伸的领域,有掉入“深渊”之虞,可以说未经理性决策和操作、不够科学稳健的品牌延伸都是很危险的。本文以实行横向品牌延伸的格兰仕公司作为讨论对象,首先对格兰仕公司及产品进行概述,让我们对他基本情况有所了解,然后对其纵向品牌延伸情况具体分析,找到延伸过程中存在的问题。接着,提出改进的方法和措施并通过实例让我们意识到横向品牌延伸应慎重考虑才付诸行动,最后给予中国实行横向品牌延伸的企业一些建议和启示。关键词: 格兰仕 品牌 横向品牌延伸AbstractFllowing economic developt in the market today, the brands represent market that the enterprise have , brand name dose not come easily.It need patience, courage, financial and material resources into it and spend much. time .How to develop the existing brands and use it, and make better use of brand names are integral parts of strategic business issues. Product brands are extended by using of resources of implement, the business world, commonly use for the development and use of brand strategy. Many companys are success ,because of use of the brand extension strategy and obtain tremendous performance. Brand Extension is a sharp “double-edged sword” can be both good and Yibenmoli may also advance is beyond redemption in the abyss: on the one hand brand extension is promoting corporate brand strategy bec...