Study On Brand Extension Of Wenzhou Daily Newspaper Group

Brand extension is the enterprise with its famous brand,for the promotion of new products or services, to allow consumers to quickly accept their products or services, effective methods and improve business performance.Under the environment of Internet media, traditional media companies in diversified business transition plan, naturally thought to use a print of the parent brand awareness, readers and advertisers to print brand awareness, trust, loyalty and other advantages into of new products or services connected by and preferences, drive the rapid creation of new business models and robust growth.The A&K model and brand extension consumer evaluation to a five stage model is the basis of theoretical analysis, construction of the research on brand extension feasibility qualitative analysis model, to parent brand perceived quality, similar, categories, fit, brand extension attitude and five main variables, newspaper enterprise business value chain, item by item analysis of temperature and reported that the group’s temperature media daily newspaper outdoor electronic screen, temperature and reported that the instant of and temperature all the cats, warm love financial and other new business use newspaper brand extension ways to promote market feasibility, and four extended product consumer questionnaire, to prove the conclusion of qualitative analysis stage. Drawn in this paper, the temperature are cat business platform and warm love financial due and the parent brand fit is not strong, in the brand extension consumer evaluation will let the consumer category determines the conflict, reduce consumers on brand extension evaluation attitude. According to the results of analysis is proposed in this paper. Must be by expanding the brand of the parent newspaper contains category width, and subsequently the parent brand and extension brand marketing strategy, to enhance the brand extension evaluation of consumers, and promote new business use of the brand extension marketing power.