过去的十多年,中国珠宝首饰欧亿·体育（中国）有限公司的发展进入了快速发展阶段,无论是产业

的日趋完善,消费市场的逐步成熟,从业人员队伍的日益壮大,还是欧亿·体育（中国）有限公司的逐渐

规范,人们消费观念的进步,都为今后珠宝首饰业的发展奠定了基础。而随着经

济的持续发展,人民收入水平、生活质量的提高,消费者对珠宝首饰的追求有增

无减。

KT珠宝公司由一个珠宝首饰加工小厂,发展到如今集珠宝首饰设计、加工、

销售、维修为一体的产业覆盖全省的专业化珠宝公司,在过去的十多年里得到了

迅速的发展。在面对竞争激烈的珠宝市场,传统的黄金、铂金、翡翠等老牌产品

的销售额达到一定,利润越来越薄,公司正遭遇瓶颈期。而这几年彩宝首饰成为

我国珠宝界的新生力量,正快速的发展。为了赢得良好的市场地位,抓住新机遇,

KT珠宝公司打算扩张新业务。然而单独创立一个新品牌,想迅速占领市场和扩大

影响并不容易,所以釆用品牌延伸战略已成为许多企业发展的重要战略之一。云

南具有特殊的地理位置,是链接东南亚的桥头堡,东南亚诸国盛产彩色宝石,加

之云南自身也有丰富的彩宝矿藏,昆明更是各国珠宝贸易中心。因此,公司决定

采取品牌延伸策略推出彩宝首饰产品来占领更多的消费市场和扩大利润的空间。

本文通过回顾国外和国内品牌延伸研究文献的基础上,运用理论研宄、市场

调研和实证分析相结合的方法,较为全面的探讨了企业品牌延伸策略的实际应用。

通过对云南珠宝欧亿·体育（中国）有限公司现状的分析、彩宝市场前景分析、KT珠宝公司实施品牌延伸

的动因、条件和波特五力分析得出企业品牌延伸的可行性。然后通过市场调研结

果制定出单一品牌延伸策略方案,以及品牌延伸的营销策略。但是,我们要认识

到品牌延伸是把双刃剑,应该根据实际情况不断调整品牌延伸策略,在延伸的同

时规避品牌延伸风险。希望本文对我国其他中小珠宝企业在进行品牌延伸时提供

一定的参考和借鉴。

关键词:珠宝公司,彩宝首饰,品牌延伸,营销策略

RESEARCH ON THE BRAND EXTENSION STRATEGY OF

KT JEWELRY COMPANY

ABSTRACT

Over the past ten years,the development of China's jewelry industry has entered a

stage of rapid development, both maturing industry, and gradually mature consumer

market, the growing ranks of employees, or industry gradually standardized,

progressive people's consumption concept, all jewelry industry for the future

development of the foundation. With the improvement of sustained economic

development, people's income levels,quality of life,the pursuit of consumer jewelry

unabated.

KT jewelry company by a name without a pass small jewelry processing pi

ant, the development of today collection of jewelry design, processing, sales

and maintenance as one of the industry covering the whole province of specializ

ed jewelry company. In the past ten years has been rapid development. Today th

e market outlets in the province of dozens and Kunming market oriented, [n the

face of fierce competition in the jewelry marketf while sales of traditional gol

d, platinum, emeralds and other old product reaches a certain, increasingly s

lim profit margins the company is experiencing a bottleneck. And in recent ye

ars become a new force of multicolored jewelry industry,is rapidly developing.

In order to win a good market position, seize new opportunities,KT jewelry co

mpany intends to expand new business, but the creation of a single new brand, t

o quickly capture the market and expand its influence is not easy, so it is impor

tant brand extension strategy has been adopted for many enterprise development

one of the strategies. Since Yunnan has a special geographical location, is linke

d bridgehead in Southeast Asia, Southeast Asia and countries rich in colored ge

mstones, combined with Yunnan itself has a wealth of multicolored mineral dep

osits, Kunming is the national jewelry trade center. Therefore, the company de

cided to take the brand extension strategy launched multicolored jewelry products

to occupy more space in the consumer market and expand profits.

This paper reviews the methods of foreign and domestic brand extension of basic

research literature on the use of theoretical research, market research and empirical

analysis combining more comprehensive discussion of the practical application of the