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首页> 外文会议>International conference on management science and safety engineering;MSSE 2010 >The preliminary discuss to Performance Auditing of Brand extension
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The preliminary discuss to Performance Auditing of Brand extension

机译：品牌延伸绩效审计初探

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摘要

With the increasing competition in the market, the brand extension has been used to improve their own competitiveness by more and more enterprises. Brand extension has many advantages, but it's risks are also great. In practice, the failure example of brand extension is increasing. For decreasing the brand extension risk,many abroad enterprises entrust the performance audit of brand extension to external auditors or internal auditors. While the benefits and risks of brand extension are not widely recognized in china, and are rarely incorporated into the field of performance audit. Therefore the paper is mainly directed to the decision-making process of brand extension decision and the practice of brand extension, besides bringing forward self point about developing performance audit to brand extension.
机译：随着市场竞争的加剧，品牌延伸已被越来越多的企业用来提高自身的竞争力。品牌延伸有很多优势，但风险也很大。在实践中，品牌延伸失败的例子越来越多。为了降低品牌延伸风险，许多国外企业将品牌延伸的绩效审计委托给外部审核员或内部审核员。尽管品牌延伸的收益和风险在中国尚未得到广泛认可，并且很少纳入绩效审计领域。因此，本文除了提出将绩效审计发展为品牌延伸的观点外，主要针对品牌延伸决策的决策过程和品牌延伸的实践。

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