電信企業(yè)品牌延伸有效性研究.pdf

1、南京郵電大學碩士學位論文電信企業(yè)品牌延伸有效性研究姓名：楊霞申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：劉立2011-03-12南京郵電大學碩士研究生學位論文 ABSTRACT II ABSTRACT Brand is the most important asset to enterprise for reflecti

2、ng the enterprise's core competitiveness. Nowadays, with market competing increasingly, brand extension strategies become so commonly used in Telecom Industry and so on. Whether brand extension success or not directl

3、y relates to the development of enterprises. However, brand extension also has a double nature, an unreasonable extension makes the enterprise cannot achieve the expected market effects also have adverse effects to the o

4、riginal brand. Therefore, choosing the right brand extension strategy is the enterprises’ important consideration. Integrating senior scholars’ research, effective evaluation methods can help companies choose the right e

5、xtension strategy. Currently, the academic community evaluates the efficiency of brand extension from the Consumer point of view. Moreover, the efficiency of brand extension evaluation from the Consumer point of view is

6、still concentrated in the abstract companies, yet the specific telecommunications companies. Therefore, this paper evaluates the efficiency of brand extension telecom industry from the Consumer point of view for a certai

7、n practical significance. This thesis is divided into six chapters. The first chapter introduces the research method, content and framework. The second chapter discusses the definition of brand and brand equity, the defi

8、nition of brand extension and the advantages and disadvantages of brand extension and the evaluation model of brand extension in the Consumer point of view, the definition, principles and models of data envelopment analy

9、sis, etc. The third chapter describes the history of telecom industry’s development, present situation and characteristics, as well as the 3 major brand extensions of telecom companies --China Mobile, China Telecom and C

10、hina Unicom product status. The fourth chapter discusses the efficiency of the telecom enterprises evaluation from the consumer point of view, demonstrates the DEA model applicable to the feasibility of this thesis, and

11、introduces the step of data envelopment analysis used to evaluate the effectiveness of brand extension. The fifth chapter is the empirical research of efficiency of telecom enterprises brand extension evaluation. Using t

12、he questionnaire survey method to collect data which is then used by SPSS17.0 to make descriptive statistics, reliability analysis and validity analysis, and then using the data envelopment analysis to point out that sev