海尔品牌延伸策略的成败分析[摘要] 海尔的品牌延伸策略有成功有失败。本文作者认为，海尔品牌延伸策略成功的关键在于：延伸到相关度高的产品领域，拥有一个共同的品牌核心价值“真诚”。海尔品牌延伸战略失败的关键在于：新领域和新产品与原先品牌核心价值缺乏统一，即海尔的品牌资本的累积培育程度还不够。本文从海尔品牌延伸战略方面开始分析，用品牌核心价值理论对海尔品牌延伸战略的成败进行原因分析，进而提出对中国企业品牌延伸的启示。[关键词] 海尔 品牌延伸 成败分析 策略 An Analysis of success or failure for Haier's strategy of brand extension[Abstract] Haier's strategy of brand extension has success and failures. I think, the key to success about Haier's strategy of brand extension is that its fully aware of the brand is the magic weapon for long-term development of enterprises. The key to failure about Haier's strategy of brand extension is that the new products and new areas is lack of unity with the original brand value. In other words,the training level of capital accumulation is not enough. Through brand extension strategy of Haier, we will propose the brand extension for companines in China.[Key words] Haier Brand Extension Analysis of success and failure strategy目录绪论 …………………………………………………………………………………………1（一）讨论背景与动机 ………………………………………………………………1（二）讨论目的与对象 ………………………………………………………………1（三）讨论架构及流程 ………………………………………………………………1一、文献探讨 ………………………………………………………………………………2二、理论综述 ………………………………………………………………………………5（一）品牌延伸的必定性 ……………………………………………………………5（二）品牌延伸的决定因素 …………………………………………………………5（三）品牌延伸的方法 ………………………………………………………………7三、海尔公司的品牌延伸 …………………………………………………...
