摘要：品牌延伸策略是企业最广泛采用的新产品营销策略。由实际的统计数据表明，在发达国家一些成熟的市场中，品牌延伸策略利用率达到70%～80%。在国内体育用品市场中，由于市场经济发展时间没有发达那么久远，且国内企业在品牌建设方面经验最多也不过十数年，相比一些成熟的市场，国内企业品牌延伸使用比率较低。迪卡侬作为一个集研发、设计、品牌、销售一体化的大型集团企业，拥有众多自由运动品牌，而如何能够在国内体育用品市场立足发展，使用品牌延伸策略吸引最多数消费者，占有更大的市场份额，已经成为现下最受关注的问题。

　　　本文从品牌延伸理论角度入手，综合分析了国内运动用品市场竞争的宏观环境；深入剖析迪卡侬自身在参与运动用品市场竞争中的优劣势，和在新品牌延伸和维护中存在的诸多问题；采用理论联系实际，调查分析的方法对企业品牌延伸进行研究，提出了具有针对性的品牌延伸策略，包括提升品牌强势度、提高品牌推广力、加强品牌联系并提高品牌延伸的成功率，以此增强企业核心竞争力，在激烈的市场竞争中能够持续健康发展。

关键词  新品牌；品牌强势度；品牌延伸策略

Abstract：Brand extension strategy is the enterprise the most wide hair negotiable with new product marketing strategy. By actual statistics data show, In some mature markets in developed countries Brand extension strategy utilization reaches 70% ~ 80%. In the domestic market,due to the time of market economy is not developed so far and domestic enterprises in the brand construction of experience but also ten years at most , Domestic enterprises brand extension using rate is lower than some mature markets. As an integration of r&d, design, brand, sales of large-scale group enterprise Decathlon have many free passion brand. And the way can we in the domestic market development now and Using of brand extension strategy to attract the majority of consumers, occupying a larger market share have become the most pressing question.

　　　This article comprehensively analysis the macro environment of the domestic sports competition in the market obtaining from the Angle of theory of brand extension. Analysis the advantages and disadvantages of Decathlon in participating in sports competition in the market and the problems existing in brand extension and maintenance in deep . USE the theory with practice and survey analysis method to research enterprise brand extension. Targeted brand extension strategy is proposed. Including improving brand strength and brand promotion, strengthen the contact and improve the success rate of brand extension, brand. To strengthen the enterprise core competitiveness . In the fierce market competition can be sustainable and healthy development.

Keywords    The new brand    A strong degree of brands   Brand extension strate

　　　在对品牌延伸的相关理论学习后，发现迪卡侬企业在品牌策略上，特别是品牌延伸策略上的主要观念，以及其优势和劣势。同时，在切身进入迪卡侬企业进行学习观察的过程中，了解了其具体的品牌延伸策略和日常运营模式上的一些出入和不足，对于迪卡侬企业的实际品牌状况有了更多的实证分析依据。

　　　在分析以上论据后，总体对迪卡侬企业的品牌延伸策略总结为以下三点：品牌推广能力不足，品牌强势度不够，妨碍其品牌延伸的范围；品牌风险意识不够，拥有超过5个产品线，容易损害母品牌；品牌延伸策略与日常运营模式未结合，在进行品牌延伸时容易显得仓促，从而失去品牌延伸的最佳时机。

　　　在完善以上三点关于品牌延伸方面的策略后，相信迪卡侬企业能够更好地拓宽市场份额，发掘更多的精英顾客，从而赶超阿迪达斯和耐克等体育用品巨头，在国际体育行业占据更重要的地位。