基于生态位理论的品牌扩张评价研究

江苏科技大学硕士学位论文基于生态位理论的品牌扩张评价研究姓名：曾蓉申请学位级别：硕士专业：企业管理指导教师：姚慧丽2008030112IAbstract3ResearchonBrandExpansionEvaluationBasedontheNicheTheoryAbstractInbrandtime,strongbrandshavepowerfulimpactonmarket.Enterprisesthatownstrongbrandsandconductbrandexpansionareeasiertorealizelarge-scaleanddiversifieddevelopmentthanotherenterprises.However,brandexpansionisariskydecisionforenterprisesinthatmanybrandshaveplungedintoadifficultybecauseofbrandexpansion.Therefore,howtoevaluatebrandexpansionactivitiesbecomesanissuethatattractsscholars’andentrepreneurs’attention.Previousstudiesonbrandexpansionmainlyfocusonbrandextension.However,theconceptofbrandexpansionisextendingasenterprisepracticedevelops,sobrandexpansionbecomesageneralizedconcept.Atpresent,studiesongeneralizedbrandexpansionhavenotformedasystem,andthereisnoliteratureonbrandexpansionevaluation,soitisnecessarytostudyanevaluationmethodthatissuitableforgeneralizedbrandexpansiontofilltheblankandtomeetenterprises’needs.Thisdissertationresearchesanevaluationmethodofbrandexpansionfromanewperspectiveofbrandniche.Itisthefirsttimetocombinethenichetheorywithbrandexpansionstudy,sothisdissertationmakessomemeaningfulcontributioninaspectofdevelopingandenrichingthebrandexpansiontheory.Themaincontentsofthisdissertationarepresentedasfollows:(1)Definetheconceptofbrandexpansion:the“brand”inbrandexpansionisenterprisebrand;brandexpansionincludesbrandextension,brandfranchise,brandauthorization,co-brandingandbrandmergerandacquisition;brandexpansionisacross-productcross-regionalandcross-industryenterpriseexpansioninwhichbrandplaysadominantrole.(2)Introducebrandnicheandexpressitintwoaspects:brandnicheisresourcesspacetakenupbybrandsinbrandecosystem,andisrelativestatusandfunctionformedintheinteractionbetweenbrandsandtheirenvironment.Pointoutthatnicheexpansionisthemainchangeinthedynamicdevelopmentofbrandnicheandbrandexpansionisthewaytorealizenicheexpansionforstrongbrand.(3)Basingonthenicheecostate-ecoroletheoryandpreviousbrandevaluationresearches,designabrandnicheevaluationindexessystembyselectingindexesinAbstract4aspectsofbrandecostateandbrandecorole.Brandecostateincludesthreeaspectsofbusinessscope,enterprisescaleandmarketstatus.Detailedindexesincludecategorycoverage,industrycoverage,regioncoverage,annualoutput,annualsalesrevenue,marketshare,marketpenetrationrateandmarketcoveragerate.Brandecoroleincludesfiveaspectsofbrandstrongdegree,brandinnovationability,brandcommunicationability,brandexpansionabilityandbrandgrowthability.Detailedindexesincludebrandpopularity,brandreputation,brandloyalty,technologyinnovationinputrate,newproductinvestmentreturnrate,annualadvertisementexpenses,brandpublicrelationability,brandradiationforce,assimilationandreplicationability,salesgrowthrateandnetprofitgrowthrate.Basingonthisindexessystem,constructabrandnicheevaluationmodelwhichisusedtocalculatethevalueofbrandabsoluteniche.Thenapplythismodeltodesignanevaluationmethodwhichevaluatesbrandexpansionintwoaspects:thechangeamplitudeofbrandnicheandtherelativestatusofbrand.Theformerisverticalcomparison,namelycomparingbrandabsolutenichebeforeandafterbrandexpansion.Thelatterislateralcomparison,namelycalculatingeachbrandrelativenicheandrankingthem.(4)Incaseanalysispart,choosethreebeerenterpriseswhichconductbrandexpansionassubjects.ApplyAnalyticHierarchyProcesstodeterminethecoefficientofbrandnicheevaluationindexes,calculatethevalueofbrandabsolutenicheandconductbrandexpansionevaluation.Theresultaccordswiththerealworld,soitverifiesthevalidityofthismethod.Keywords:BrandExpansion;BrandNiche;BrandExpansionEvaluationAbstractIIAbstractInbrandtime,strongbrandshavepowerfulimpactonmarket.Enterprisesthatownstrongbrandsandconductbrandexpansionareeasiertorealizelarge-scaleanddiversifieddevelopmentthanotherenterprises.However,brandexpansionisariskydecisionforenterprisesinthatmanybrandshaveplungedintoadifficultybecauseofbrandexpansion.Therefore,howtoevaluatebrandexpansionactivitiesbecomesanissuethatattractsscholars’andentrepreneurs’attention.Thisdissertationresearchesanevaluationmethodofbrandexpansionfromanewperspectiveofbrandniche.Itisthefirsttimetocombinethenichetheorywithbrandexpansionstudy,sothisdissertationmakessomemeaningfulcontributioninaspectofdevelopingandenrichingthebrandexpansiontheory.Themaincontentsofthisdissertationarepresentedasfollows:Definetheconceptofbrandexpansion:the“brand”inbrandexpansionisenterprisebrand;brandexpansionincludesbrandextension,brandfranchise,brandauthorization,co-brandingandbrandmergerandacquisition;brandexpansionisacross-productcross-regionalandcross-industryenterpriseexpansioninwhichbrandplaysadominantrole.Introducebrandnicheandexpressitintwoaspects:brandnicheisresourcesspacetakenupbybrandsinbrandecosystem,andisrelativestatusandfunctionformedintheinteractionbetweenbrandsandtheirenvironment.Pointoutthatnicheexpansionisthemainchangeinthedynamicdevelopmentofbrandniche,andbrandexpansionisthewaytorealizenicheexpansionforstrongbrands.Basingonthenicheecostate-ecoroletheoryandpreviousbrandevaluationstudies,designabrandnic