市场营销案例分析——念慈庵润.doc

市场营销
　念慈菴润——中药品牌延伸成功之路 ﻭ 第八小组 小组成员 :
　 资料收集　 ＸX 　　 　:　ﻭ　 分析及报告撰写 XＸ　　 　: ﻭ ＰＰＴ制作 　 XＸ　 　　 　 　 ﻭ : 审核 　　XX　　 　 　
目 录
1品牌延伸策略与概念　．..．．.．...．....．.．....．..．.．.．..．.．.．.．．..．．.......．．...．．..．．．........．．．．.．....．..．...．.．．.．.．　1　
1．1 品牌延伸的概念..．......．.........．..．．.．.．．..．.....．.．..．.....．．.．.....．..．．....．...．．...．..．..．........．.．．.....．．..．.．．.．...... １
1．２　 品牌延伸的策略ﻭ .．..．..．.．.．..．．.........．．...．......．．．.．....．..．......．..．.....．..．．．...．..．.．...．.．．..．......．.....．....．.．．.　1 ﻭ1．２．1　在产业上延伸　..．....．.．..．．.....．..．．...．．.．...．．.......．．.....．．........．.．...．.．.....．....．.．..．...．..．．....．．.． 1　ﻭ1． 在产品质量档次上延伸 .．..．.．．..．....．......．...．.........．..．．...．..........．..．．....．...．......．....．..．．　1　　其它相关延伸 ．．.．...．.．.．．．．......．....．....．．.．．.．．.．．.......．．..．.....．..．．．.．．.．..．．.．..．．.．．..．....．．......... 1 ﻭ2念慈菴的品牌延伸 ．.....．．...．.....．..........．.．．．..．.．.．．．.....．．.......．....．．．．...．........．..．....．....．.．．.．.... ２　　背景介绍
．...．..．.....．.．....．....．...．..．..．．．．...........．.．...．.．.....．．...．．........．...．．.．.．....．......．.....．．..．.．..．..．.．....．．． 2 ﻭ２．1．1关联延伸, 优势扩张 ..．.．．.．.....．．．..．．．.．．....．．．．...．...．.．..．．.．．．.．．．.．.．.．．.．.．.．....．．．.．...．....．．．．..． ２ , 挖掘并扩大需求　．．..．..．．．..．...．.．...．.........．．.．...．...．．.．..．.．.．..．.．.．．..．．.....．........．..．．.．　2 , 诉求点一脉相传 ......．.．.．.．.．..．．.．．.....．.．..．.．．.．.....．.．...．.．..．..．.．......．.．.．．..．...． ３
, 凸现自我优势 ．.........．.....．...．.............．..．...．.．...．．..．.....．..．.．........．..．．....．.. ３ ．5传统与现代相结合 ．..．.．．.．.．．.....．...．．..........．...．..．.........．..．........．．...．.....．．．..．．.....．..．..．..　３ ﻭ３念慈菴品牌延伸成功的因素 ...．．......．....．....．.........．...．..．.．．.....．.．．..．..．.．．.．.．........．．．.．．...．.. 4　 ..．.．．....．．．......．．..．.．..．..．.....．.．．..．..．...．．.....．.．.．...．....．．...．.．．．...．．....．..........．.．．....．.....．．........ 5
ﻭ 念慈菴润　ﻭ　 ——中药品牌延伸成功之路ﻭ1 品牌延伸策略与概念　 品牌延伸的概念
品牌延伸(Brand Extｅnsｉons）是指企业将某一知名