The Project Management Based On Luxury Brand Extension

In recent years, the size of the domestic consumption of luxury goods market isgrowing, along with this rapid growth, competition in the luxury goods industrybetween the various companies and brands becoming increasingly fierce. As one ofthe strategies for effective market development, brand extension of this strategy isalso more widely used in the luxury goods industry. But the luxury brand extensionstrategy in the past due to the non-luxury brand positioning brand extension strategyis different; this strategy also there is a big difference. Relatively speaking, this is arelatively new field of research in this field at home and abroad is not much. Based onthe background information above, as well as growing competition in the market,luxury goods companies tend to extend this strategy to maintain product by brandimage, while increasing brand value, attract and enhance the target customer base, andultimately lead to occupy finer subhead market. For luxury brands, based on theirextraordinary brand reputation, generally considered to have a stronger brandextension force. Many success stories in the past have proved effective brandextension strategy. Most current research on luxury consumer behavior research-basedless in terms of the brand. Rated by consumers is considered extending the brandvaluation extending success. So, to study consumers’ assessment of the luxury brandextension based on it is very necessary. We also note that the way of thinking ofproject management, not only can be applied to large-scale projects can also beapplied to the working methods of luxury brand extension field. Through theestablishment of the brand through the project department, in the manner of operationof project management in product brand extension project.Shenzhen RBIKE Co Ltd., founded in2008, has more than200franchise storesto Ferrari, Tonino Lamborghini, Jeep, Renault, and other international brands ofbicycles and related products carriers, advocacy and promotion of fashion, leisure,healthy new riding life.This article wills take Shenzhen RBIKE Co Ltd. for example, describe theoperation on the project management of brand extension products, and extend itsoperating brand products for empirical research to Shenzhen RBIKE Co Ltd. operated by the brand extension products were evaluated. Finally, present Shenzhen RBIKE CoLtd., Ltd. marketing strategy.