Study On The Brand Extension Strategy Of Internet Financial Management Platform

With the rapid development and expanding market scale of Internet finance,it has become an important supplement to current financial system.As a forerunner of inclusive financial system,Internet financial management platform has provided a more convenient and rapid investment channel as well as higher investment income for people on the one hand.However,on the other hand,bad news of absconding and fraud has brought confusion of development and obstacles of operation to the industry.This thesis takes Tian'an(in Guizhou Province)Internet Financial Asset Exchange Center Co.,Ltd confronting the issue of difficult promotion on corporate brand,consumers' worries on the products and big risk of brand extension for an example.Through utilizing the theories relating to strategic brand management and brand extension,the thesis combines the knowledge of financial industry and Internet industry to conduct analysis and research on the brand extension strategy of Internet financial management platform.The major structure of this thesis is divided into six parts.The first part is introduction which mainly introduces the purpose and meaning of writing,subject of research,method of research as well as hierarchical and logical relation.The second part is literature summary,summarizing the basic concept,relative literatures research result and analytical tool used in this thesis.The third part is case description which introduces to the reader about the basic situation,development history,current situation and faced challenge of Tian-An Internet Financial Asset Exchange Center Co.,Ltd and Tian-An Property Insurance Co.,Ltd which is the strategic partner of the former one.Then it follows with the fourth part which is about case analysis.The main content is the detailed analysis on the relationship of Tian-An Internet Financial Asset Exchange Center Co.,Ltd and Tian-An Property Insurance Co.,Ltd in brand extension strategy.Combining the situation referring to models of the industry,the applicability and necessity of brand extension strategy concept is concluded and the existing problems and suggestions to brand extension of Tian-An Internet Financial Asset Exchange Center Co.,Ltd are posed in details.The fifth part is general summary and follow-up research prospect on internet financial management adopting brand extension strategy.The main conclusion of this thesis is that there are necessity and feasibility for the internet financial management platform to access to market through brand extension strategy.But during the process of extension,it is necessary to identify the market positioning and utilize the correlation association and differentiation association in brand extension to avoid harmful association and association confusion.