Research On Evaluation System Of Chinese Household Appliance Brand Extension

As enterprises carrying out diversified business, as well as increasing fierce market competition, more and more household appliance enterprises adopt to brand extension. Although brand extension has advantages to enterprises, it also has disadvantages; therefore, there are many successful and failure examples in household appliance enterprises brand extension in practice, by studying on the paper, direct to household appliance industry and refine a set of evaluation system of household appliance brand extension, so as to reduce the "blindness" of appliance brand extension, reduce the risk of household appliance brand extension, and increase the rate of success in household appliance brand extension.The paper based on concluding domestic and foreign scholars'research results, combined with analyzing the typical household appliance enterprises brand extension case, divided the key impact factors of household appliance brand extension into four categories: core brands factors, consumers'factors, internal environment factors, external environment factors. And then further broke down the four key factors into twenty-seven secondary evaluation index, through sampling consumer and non-consumer questionnaire and statistics processing, determined reasonability of different levels in evaluation indicators. On the basis of that establish evaluation system of Chinese appliance brand extension; apply AHP to identified weight and overall weight of all single-level indicators in evaluation system.Finally, apply the evaluation system of household appliance brand extension to evaluate the brand extension of Haier air-conditioning and Haier medicine. The evaluation the feasibility of extending of Haier air-conditioning is far higher than Haier medicine's evaluation the feasibility. Haier conditioning's development has been very smooth, but Haier medicine's development is not very optimistic about the market prospects. Therefore, this paper has extended the decision-making reference value in practice.