巴拉巴拉品牌延伸策略研究.doc

摘要：随着国外童装企业大量涌入国内市场,中国童装行业的竞争愈加激烈，产品同质化也愈加严重。在此严峻的市场环境下，品牌延伸对于企业的生存和发展显得尤为重要。

　　　本课题主要运用定性分析和定量分析相结合的方法，结合品牌延伸的相关理论，对巴拉巴拉品牌延伸进行分析，从品牌设计、通路选择和品牌传播三个方面对巴拉巴拉品牌延伸进行策划，提高巴拉巴拉的知名度、美誉度以及市场占有率，使巴拉巴拉成为国内童装行业的领头羊。

　　　本文通过研究得出如下结论：①随着国外童装品牌的入侵，巴拉巴拉所面临的市场环境愈加恶劣，根据企业现状，巴拉巴拉应该积极进行品牌创新，以赢得更多顾客的认同；②通过对巴拉巴拉企业的环境分析可知，巴拉巴拉应进行品牌延伸，加强品牌文化和服务文化，增强顾客的情感消费，充分把握市场动态设计真正适合儿童的童装；③巴拉巴拉利用巴拉巴拉小魔仙进行品牌延伸有助于新产品的定位，有助于企业对新产品进行投资决策，降低风险，减少费用，提高品牌效应，提升品牌形象；④在品牌设计方面，巴拉巴拉小魔仙系列产品应该在《巴拉巴拉小魔仙》动画片的基础上进行策划；⑤在通路选择方面，巴拉巴拉小魔仙系列产品应该选择实体店和网店相结合的方式进行营销；⑥在品牌传播方面，要树立巴拉巴拉小魔仙系列产品可爱、活力和美好的品牌形象，增强巴拉巴拉小魔仙系列产品在消费者心目中的知名度和美誉度。

关键词  童装；巴拉巴拉；品牌延伸；品牌创新

Abstract：With the emergence of many of today's children's clothing brand to enter the Chinese market makes foreign children's clothing, Chinese children's wear industry is extremely competitive, the product homogeneity more and more serious. In this market environment, the brand extension plays a very important role in the survival and development of many enterprises. Balabala brand extension analysis to help companies better find a new market, occupy more market, to become the leader of the children's wear market in China to contribute to Balabala.

　　　The main subject of the use of a questionnaire survey, a combination of qualitative research and quantitative analysis and the use of the related theory of brand extension, explore Balabala brand extension to draw the following conclusions by studying this article:① BalaBala are facing the market competition is very intense, the invasion of foreign children's clothing brand Balabala further innovation, the use of existing resources, occupy more market; ② By Balabala SWOT analysis shows, Balabala should strengthen the brand culture and the construction of a culture of service, and enhance emotional consumption, to fully grasp the market dynamics design really suitable for children children's clothing, product line extensions, and strengthen their own brand, to overcome our own shortcomings and weaknesses, play to their strengths, beat the competition, and long-term survival and stability, sustained development; ③ Brand extension to accelerate new product positioning, to ensure quick and accurate decisions to invest in new products, reduce the risk of new product markets, and reduce the cost of new products to market, strengthen the brand, enhance the core brand image Balabala should seize the opportunity to brand extension should follow the law; ④ In the brand extension, Balabala magic fairy series brand should be based on the cartoon character planning; ⑤ In the channel select Balabala magic fairy series store, wholesale and online sales, brand communication, to establish the Balabala vitality, good image, enhance Balabala magic fairy series of brand awareness and reputation in the competition.

Keywords  Children's clothing; Balabala; Brand extension; Brand Innovation