Research On Internet Enterprise Brand Extension Strategy Based On E-PBE Framework

Due to the changes of business environment and the wave of digitalization,the marketing approaches of brand strategic planning have taken on a new look.The "Internet+"policy proposed by Premier Li Keqiang has caused rapid appearance of domestic Internet companies,and lots of traditional enterprises that have been in the leading position with brand are actively undergoing Internet transformation and upgrading.However,most small and medium-sized brand Internet companies and traditional brand companies have not survived in this wave in the face of the subversion of the new era of the Internet,largely because of the brand strategy that is not more relevant to the new era environment.Brand extension,as the most important strategy to exert the brand asset effect,is of great significance to be carried out in-depth research.This study bases on the three-step logic,which firstly combines practice,observation and perception to find problems,then through review,data to analyze problems,and using case,strategy and design to solve the problems.Taking the Internet company Alibaba brand vertically extend to Fresh Hema as a practical case,it focuses on exploring the important influencing factors and corresponding strategies of corporate brand extension under the Internet environment.Firstly,this paper specifically defines the related concepts of Internet enterprise brand extension,and sorts out lots of domestic and international review of brand extension.Secondly,the influencing factors in the traditional brand extension theory are organized according to the PBE framework.At the same time,combined with practice and research to supplement new influencing factors,the E-PBE influencing factor framework for Internet enterprise brand extension is proposed.Thirdly,it analyzes the relevance,characteristics,advantages and disadvantages of Internet enterprise brand extension,and combines certain data research to verify the validity and rationality of E-PBE framework.Then,based on E-PBE framework,it combined with the practice case of Alibaba extension to Fresh Hema to prove the strategic suggestions and principles of Internet enterprise brand extension.Finally,it summarizes the shortcomings of the research and the future of related prospects.Fresh Hema,as a successful extension of the Internet enterprise brand,has brought us a lot of inspiration and thinking.This article aims to enrich the theoretical foundation in the field of brand extension,and provides useful brand extension strategies for Internet-based enterprises and relevant companies which are under China’s transformation and upgradation in the future.