| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-9页 |
| LIST OF ABBREVIATIONS | 第9-20页 |
| 1. Introduction | 第20-24页 |
| 1.1. Research background and implications | 第20-22页 |
| 1.1.1 Research background | 第20-21页 |
| 1.1.2. Research implications | 第21-22页 |
| 1.2. Research methodology | 第22页 |
| 1.3 Chapter summary | 第22-24页 |
| 2. Literature review | 第24-33页 |
| 2.1. Brand extensions | 第24-30页 |
| 2.1.1. Definition of brand extensions | 第24-25页 |
| 2.1.2. Factors to affect brand extensions | 第25-29页 |
| 2.1.3. The effect of brand extension | 第29页 |
| 2.1.4. The manner of brand extension | 第29-30页 |
| 2.2. Brand dilution | 第30页 |
| 2.3. Brand equity | 第30页 |
| 2.4. Perceived fit | 第30页 |
| 2.5. Positioning theory | 第30-31页 |
| 2.6. Chapter summary | 第31-33页 |
| 3. The introduction and status quo of OP Company’s brand extension development | 第33-46页 |
| 3.1. Outline of OP Company’s brand development | 第33-37页 |
| 3.1.1. Background of OP Company | 第33-34页 |
| 3.1.2. OP Company’s brand development story | 第34-37页 |
| 3.2. The status quo of OP Company’s brand extensions | 第37-41页 |
| 3.2.1. OP Company’s line extension situation | 第37-40页 |
| 3.2.2. Brand extended ways of OP Company | 第40-41页 |
| 3.3. The condition and necessity of OP Company’s brand extension strategy | 第41-45页 |
| 3.3.1. The pre-condition of OP Company’s brand extension strategy | 第41-42页 |
| 3.3.2. The necessity of OP Company’s brand extension strategy | 第42-45页 |
| 3.4. Chapter summary | 第45-46页 |
| 4. OP’s business expansion and competitors’ analysis in brand extended areas | 第46-72页 |
| 4.1. The development factors and future competition in furniture industry | 第46-53页 |
| 4.2. Introduction to brand extension of OP’s main business | 第53-54页 |
| 4.3. Analysis of the main competitors of OP’s brand extended business | 第54-69页 |
| 4.3.1. Analysis of main competitors of OP wardrobes | 第54-67页 |
| 4.3.2. Analysis of main competitors of OP bathroom | 第67-68页 |
| 4.3.3. Analysis of main competitors of OP interior door | 第68页 |
| 4.3.4. Analysis of main competitors of OP kitchen appliances | 第68-69页 |
| 4.4. The strengths and weaknesses of OP’s brand extension | 第69-71页 |
| 4.4.1. OP’s strengths | 第69-70页 |
| 4.4.2. OP’s weaknesses | 第70-71页 |
| 4.5. Chapter summary | 第71-72页 |
| 5. Problem analysis of OP’s brand extension strategy | 第72-79页 |
| 5.1. Major problems of OP’s brand extensions | 第72-75页 |
| 5.1.1. Confusion of brand recognition | 第72-73页 |
| 5.1.2. Brand blind extension | 第73-74页 |
| 5.1.3. Unclear market positioning of OP brand | 第74-75页 |
| 5.1.4. Stereotyped manner of brand extension | 第75页 |
| 5.2. The risks and challenges of OP’s brand extension | 第75-78页 |
| 5.2.1. Dilute OP’s core brand equity | 第75-76页 |
| 5.2.2. Impair brand image of parent brand and incur spillover effect | 第76页 |
| 5.2.3. Lower brand loyalty of parent brand | 第76-77页 |
| 5.2.4. Divert OP’s investment and management focus | 第77页 |
| 5.2.5. Cannibalization among extended brands | 第77页 |
| 5.2.6. Aversion and resistance from distributors and ultimate customers | 第77-78页 |
| 5.3. Chapter summary | 第78-79页 |
| 6. Analysis of factors to affect the formulation of OP’s brand extension strategy | 第79-83页 |
| 6.1. Parent brand factor | 第79-80页 |
| 6.2. Consumer factor | 第80页 |
| 6.3. Market factor | 第80-81页 |
| 6.4. Corporate factor | 第81页 |
| 6.5. Halo Effect | 第81-82页 |
| 6.6. Chapter summary | 第82-83页 |
| 7. Systematic solutions of OP’s brand extension strategy | 第83-97页 |
| 7.1. The decision-making principle and process of OP brand extension strategy | 第83-87页 |
| 7.2. Proposals to implement the brand extension strategy of OP Company | 第87-90页 |
| 7.2.1. Analyzing familiarity and brand associations of extended products | 第87-88页 |
| 7.2.2. Analyzing the product life cycle (PLC) and its competitors | 第88页 |
| 7.2.3. Analyzing the precise marketing positioning of the extended brand | 第88-89页 |
| 7.2.4. Precisely control the extension extent and the breadth of brand | 第89页 |
| 7.2.5. Strengthening the evaluation of feedback effect of extended brands | 第89页 |
| 7.2.6. Strengthening the advertisement publicity and promotion | 第89-90页 |
| 7.2.7. Improving the influence and credibility of parent brand | 第90页 |
| 7.3. The specific implementation and management strategies of brand extension | 第90-96页 |
| 7.3.1. Strengthening the family branding management | 第90-91页 |
| 7.3.2. OP wardrobe’s brand extension strategies (horizontal extension) | 第91-94页 |
| 7.3.3. OP bathroom’s brand extension strategies (horizontal extension) | 第94页 |
| 7.3.4. OP kitchen cabinet’s brand extension strategies (lower extension ) | 第94-95页 |
| 7.3.5. OP door’s brand extension strategy (horizontal extension) | 第95页 |
| 7.3.6. OP home appliance’s brand extension strategy (brand alliance) | 第95-96页 |
| 7.4. Chapter summary | 第96-97页 |
| 8. Conclusions and implications | 第97-100页 |
| References | 第100-103页 |
