伴随着市场竞争模式的不断发展变化,以品牌为竞争基础的行销价值观念显得越来越突出。如何通过品牌价值内涵与外延性扩展实现品牌的价值增值,是西部民营企业殛待研究的新问题。品牌的延伸可以促进企业销售渠道的拓展,提高竞争能力,达到企业发展的战略目的。 With the constant development and changes of the market competition mode, the marketing value based on the brand competition becomes more and more prominent. How to realize the value added of the brand through the connotation of the brand value and extension of the extension is the new problem to be studied by the private enterprises in western China. The extension of the brand can promote the expansion of sales channels, improve competitiveness and achieve the strategic goal of enterprise development.