Study Of Brand Extension Strategies Employed By China's Small And Medium Enterprises

With the increasing competition in the domestic market, as well as to speed up the pace of globalization, multinational corporations, in order to win good market position, a lot of business expansion in the corresponding business, but the creation of a separate new brands, would like to take up the rapid expansion of the market and the impact is very difficult .Therefore, use of brand extension strategies for the majority of enterprises have become an important strategy. There is an extension of the brand-to-business sides, especially in the capital, technology, management and human capital are in a weak position of small and medium enterprises should pay attention to its reasonable application. In reality, small and medium enterprises to adopt the brand extension strategy for success and failures can be found everywhere, so by analyzing the status of the brand, some analysis of the study, hoping to extract the considerable theoretical and practical approach and small and medium enterprises in China's practice of brand extension, China's small and medium enterprises to help implement the strategy of brand extension, avoiding the blind pursuit of diversified guiding ideology and brand extension to avoid the "trap."By brand, brand extension, brand extension of the performance of the connotation defined, should be made to understand how the analysis of brand extension strategies. On this basis, a detailed analysis of the impact of brand extension of the four factors: the financial factors, the market environment, as well as the brand factor analysis of the factors of production, done at the same time the analysis of the pros and cons. In order to better brand choice strategy extension of the effect of the application papers fuzzy decision-making analysis, the establishment of performance evaluation model of brand extension. At the same time, the development of small and medium-sized enterprises with China's own development strategy of brand extension, from the practice made sense in the implementation of specific brand extension strategy should pay attention to, in order to improve the success rate of brand extension has laid a more solid foundation.The author look through the books, access to information and analysis, some quantitative analysis of the factors, a comprehensive analysis of a number of ways, aimed at small and medium enterprises in China for the development of new products, market strategy to provide a new train of thought and a new highly efficient and convenient Method for decision-makers in the use of brand extension strategies when making decisions to provide a reference and learn from.