Business Model Of Brand Extension Decision-making And Performance Assessment Study

With opening policy and the improvement of the people's livelihood, China has been one of the countries those who produce and consume plenty of beverage. Because of the opening policy and national band rising gradually, the competition in this market of China has been increasingly fury. It has been a key problem needed to solving that how to existing and developing in the fury competition in this market for each of the native enterprises who produce beverage when they are facing the problems i.e. the increasing entry in Chinese market of the multinational companies and the increasing reasonable behavior of the consumers. Meanwhile, the differences of various products are less than before, so the brand competition becomes the enterprises' powerful means. As a effective means in advancing brand assets, It is take more serious by managers than before. But, because the recognization of brand-extension is still in the seeking stage, It has no perfect system in how to advance brand-assets through brand-extension. However, the brand-extension is to reexcavate, If the decision is wrong, it may lower the value of brand-assets, which is a loss for the enterprise strategically. Accordingly, it's very important for beverage industry to how to apply the brand-extension strategy to advance brand-assets.Firstly, this paper summarizes the relative theory and concepts about the brand-management and the brand-extension systemically for the research. Secondly, this paper analyzes the market competiton condition and consumers of beverage industry deeply and detailedly. Realizing the market condition and the consumers' behaviors correctly will be good for beverage enterprises to implement the brand-extension exactly. This paper also uses for references the Lu Tai Hong's Brand-extension Success-rate Model and apply the multilayer fuzzy integrated appraise to establish the beverage brand-extension decision evaluation model on the basis of factors affect the success of brand-extension. Moreover, this paper mainly discusses the principles and proceedings the beverage enterprises should notice in the course of brand-extension operation. And it analyzes the beverage enterprises how to assure the success of brand-extension. Finally, unioning the theoretical analysis, the issue analysis Runtian Natural Food & Beverage Co., Ltd. by carrying out empirical analysis to make puts forward the proposal.Through the analyses of beverage brand operation, brand extension strategy for beverage industry is proposed according to the beverage brand's characters. Decision-making model of brand extension is constructed using two-level overall evaluation and it provides concrete theoretical guide in the practical operation of industries. The significance is main in look forward to searching a efficient route about advancing the brand-assets of native enterprises by integrating the enterprise's realistic ,seizing the brand-extension from the rule of brand.As a result, this article is of great realistic significance to guide.