Comparative Analysis Of China’s Home Appliance Industry Brand Extension Strategy

The21st century is an era of brand competition, the success of the brand become the important intangible assets of enterprises, help enterprises occupy the market, more competitive. In order to make full use of intangible assets such as the original brand to the reputation of the enterprise to bring a lot of enterprises in new product launches, often choose brand extension strategy. But brand extension, once fail, the impact is profound. Failure of brand extension will bring many negative effects, such as the failure of brand extension will make clear the mother brand image blurring, floating, positioning in the consumers’ mind status shaken, bring certain economic losses to the parent brand. Therefore, different companies of the same industry brand extension analysis, from theory to explore the influence factors of brand extension success and failure, can offer theoretical guidance for corporate brand extension strategy.Thesis research mainly adopts qualitative analysis and quantitative analysis and questionnaire survey method, using SPSS17.0were studied.In this paper, starting from the concept of brand extension, brand extension in recent years both home and abroad are reviewed recent research results and finishing. Mainly introduced the concept of brand, brand extension, brand extension strategy, the concept of brand extension strategy of home appliance industry in China and the factors affecting our country home appliance industry brand extension analysis. This article mainly adopts the empirical analysis of haier, TCL, two listed companies to analyze factors affecting brand extension.On the basis of theoretical research, this paper chose from the perspective of consumers, the brand extension influencing factors were studied. Consumers are brand consumer and extension of existing product final buyers. Therefore, the research from the perspective of consumer brand look more theoretical and practical value. This paper mainly analyzes the consumer brand quality awareness, purchase frequency, product familiarity, brand familiarity, price, and extends the six big correlation factors influence on extension attitude.By analyzing the data, the six major factors is the greatest influence on extension attitude extends the product correlation factors, correlation degree is higher, consumer acceptance of the extension products. This also tell other enterprise can not blindly diversified, blind to carry on the brand extension, to extend success or should choose high correlation with the original brand products or products to brand extension.