Research On The Efficiency Of Brand Extension Of Telecom Industry

Brand is the most important asset to enterprise for reflecting the enterprise's core competitiveness. Nowadays, with market competing increasingly, brand extension strategies become so commonly used in Telecom Industry and so on. Whether brand extension success or not directly relates to the development of enterprises. However, brand extension also has a double nature, an unreasonable extension makes the enterprise cannot achieve the expected market effects also have adverse effects to the original brand. Therefore, choosing the right brand extension strategy is the enterprises'important consideration. Integrating senior scholars'research, effective evaluation methods can help companies choose the right extension strategy. Currently, the academic community evaluates the efficiency of brand extension from the Consumer point of view. Moreover, the efficiency of brand extension evaluation from the Consumer point of view is still concentrated in the abstract companies, yet the specific telecommunications companies. Therefore, this paper evaluates the efficiency of brand extension telecom industry from the Consumer point of view for a certain practical significance.This thesis is divided into six chapters. The first chapter introduces the research method, content and framework. The second chapter discusses the definition of brand and brand equity, the definition of brand extension and the advantages and disadvantages of brand extension and the evaluation model of brand extension in the Consumer point of view, the definition, principles and models of data envelopment analysis, etc. The third chapter describes the history of telecom industry's development, present situation and characteristics, as well as the 3 major brand extensions of telecom companies --China Mobile, China Telecom and China Unicom product status. The fourth chapter discusses the efficiency of the telecom enterprises evaluation from the consumer point of view, demonstrates the DEA model applicable to the feasibility of this thesis, and introduces the step of data envelopment analysis used to evaluate the effectiveness of brand extension. The fifth chapter is the empirical research of efficiency of telecom enterprises brand extension evaluation. Using the questionnaire survey method to collect data which is then used by SPSS17.0 to make descriptive statistics, reliability analysis and validity analysis, and then using the data envelopment analysis to point out that seven of the nine brand extension products of telecom enterprise is most effective, only China Unicom mobile games and mobile TV's optimization results, and proposing some strategies to telecom enterprise in brand extension. The sixth chapter points out the inadequacies of thesis and directions for further research.