恒大集团的品牌延伸战略研究内 容 摘 要品牌延伸作为一种战略是企业走向强大的一种策略模式。实施品牌延伸战略之前要经过详细的市场调查研究，要根据自身的情况来进行发展。而随着品牌延伸被越来越多的企业实施，不同企业产生的效益却各有不同。究其原因是企业没有分析好市场、自身情况、没有塑造好品牌延伸的核心竞争力、管理理念等。恒大集团作为横跨各产业的世界五百强企业，其品牌延伸战略伴随着其发展不断的更新，获得了相对的成功。因此，本文选取恒大集团作为案例，通过内外环境分析、SWOT 分析法对其各个阶段的品牌延伸战略进行研究介绍。总结与提炼了恒大集团的经验，并为企业进行品牌延伸提供了相应的建议，希望对各企业的发展有所帮助。关键词：品牌延伸；恒大集团；核心竞争力IResearch on Brand Extension Strategy of Evergrande GroupAbstractAs a strategy, Brand extension is a strategic model for enterprises to become strong. Before the implementation of Brand extension strategy, we need to go through detailed market research and develop according to our own situation. With the Brand extension being implemented by more and more enterprises, the benefits of different enterprises are different. The reason is that the enterprise has not analyzed the market, its own situation, shaped the core competitiveness of Brand extension, management concept and so on. Evergrande group, as one of the top 500 enterprises in the world, has achieved relative success with its Brand extension strategy constantly updated with its development. In this paper, Evergrande group is selected as the case, and its Brand extension strategy in each stage is studied and introduced through internal and external environment analysis and SWOT analysis. It summarizes and refines the experience of Evergrande group, and provides corresponding suggestions for the Brand extension of enterprises, hoping to help the development of enterprises.Key words: Brand extension; Evergra...
