A Study On Brand Extension Strategy For Fruit Juice Enterprise

With the continuous development of science and technology and the improvementof Chinese economic level, the demand for drinks was meteoric increasing. The adventof era of fruit juice facilitated the competition of brands. Brand marketing, especiallybrand extension, became more important. This study summarized and analyzed thecurrent situation of domestic fruit juice industry, built brand extension model for fruitjuice enterprise and did implementation analysis, and on this basis simply analyzed theselection, implementation and risk prevention of Lakeside Juice brand extensionstrategy, has a certain practice significance.The research approach was started with the related theory of brand extension，via reading a mass of monographs, articles and degree papers of master and doctor,summarized the similarities and differences of the definition, cause, academic viewand classification of brand extensions and redefined the key issues, as theoretical foilof the whole study. Then analyzed the current situation of domestic fruit juice industry,using comparative analysis method, compared the brand extension strategies of severalbig brands such as Huiyuan Juice, Uni-President Group and Master Kong etc, analyzedthe current situation and common problems in brand extension of domestic fruit juiceindustry. On the basis of the study of theory and reality, listed the brand extensionmodel combination for fruit juice enterprise, and did a brief analysis about how toselect and implement the extension strategy for fruit juice enterprise. Finallypresentation the implement of Lakeside Juice brand extension strategy for a case,clearly expressed the strategy choice and risk control of brand extension, helpedreaders to experience the research results, and could be a reference for similarenterprises. The structure was divided into six chapters: introduction, theory summaryof brand extension, status analysis of fruit juice enterprise brand extension, selectionsystem research of juice enterprise brand extension strategy, empirical analysis ofLakeside Juice brand extension strategy, conclusion. This study proposed the brand extension autogenesis theory and new viewpointon classification of brand extension in the theoretical analysis of brand and brandextension, and proposed the procedure of brand extension strategy determine in theanalysis of brand extension strategy selection. The shortcomings were lack ofquantitative indicators in the selection system of brand extension strategy, which couldbe the further research direction.