Effect Factors Of Regional Brand Extension In Regional Specialized Retail And Wholesale Mall

Regional enterprises make the scale expansion in the regional market gradually,brand extension is an important means of expanding enterprise scale. How to get regional brand extension’s success, academia have not given concrete answers.Since October 2013, under the guidance of tutor, I have made a follow-up study in lanzhou Harbor brand underwear store for more than two years, found that the influence factors of regional specialized retail and wholesale mall’s brand extension is a problem deserving of study, since lanzhou Harbor brand underwear store opened in2013, it has got a huge success, both merchants and terminal consumers, have higher satisfaction. Lanzhou lanzhou Harbor brand underwear store’s operating practice and the regional brand extension of subject we studied Correspond to each other, because we can study in only single case, so we make the research questions focus on regional specialized retail and wholesale mall, in order to increase the research conclusion persuasive.Based on the literature review of large regional shopping center, regional brand and the influence factors of regional brand, we build the theory model of the influence factors of regional brand extension’s success. This article chose the large regional shopping center as the research object, through the case study method and in-depth research, we collect a large amount of research date and second-hand date, through the research team’s data sorting, coding, classification, analysis, we make the validation of the theoretical framework of the effect factors of regional brand extension by the brand extension practice of Harbor stores, finally it is concluded that the related conclusion of the effect factors of regional brand extension.This paper draws the following conclusions: Firstly, the effect factors of regional brand extension mainly four contains aspects: the parent brand characteristics,extension product characteristics, the relationship of the parent brand and extension product, marketing environment of extension products, and these four aspects interact with each other. Secondly, the regional brand extension affected by the parent brand characteristics mainly reflects in the industrial cluster properties, parent brand regional characteristics, parent brand strength. Thirdly, the regional brand extension affected by the extension product characteristics mainly reflects in the difficulty of extension products, extension product quality, extension product regional features. Fourthly, regional brand extension affected by the relationship of the parent brand and extension product, mainly reflects in the fit of extension product with the parent brand; Fifth, regional brand extension affect by extension product’s marketing environment, mainly reflects in the enterprise’s marketing support of extension products, the regional marketing environment’s regional features, extension product’s target customers, the competitive landscape of extension.The research achievements of this paper is a supplement to the theory of brand extension, the study of the effect factors of regional brand extension has important guiding significance for regional enterprise brand extension practice.