流量是互联网行业最重要的资产，互联网内容社区需要将用户流量通过某些 手段实现现金收益。在促进流量变现的方式上，很多品牌都选择品牌延伸策略。 例如小红书从海淘内容社区发展出海淘电商平台，又从海淘内容社区发展为生活 方式分享社区。目前学术研究更多关注传统产业的品牌延伸问题，较少关注互联 网内容社区品牌，导致相关企业发展缺乏理论指导。此外，大多数研究将品牌延 伸作为一个整体进行影响因素的探究，没有区分不同品牌延伸类型。因此，本研 究聚焦于互联网内容社区品牌延伸的影响因素及作用机理。 研究采用案例研究方法，探究互联网内容社区品牌品牌延伸的影响因素以及 不同的品牌延伸类型中影响因素重要程度。针对研究问题，本文主要分为三部分。 第一部分，基于理论文献的回顾分析，构建理论框架。第二部分，以小红书作为 研究对象，通过案例研究方法和软件进行分析，探究互联网内容社区品牌不同品 牌延伸类型中影响因素的重要程度。第三部分，根据研究结果提出结论。 研究最终构建了互联网内容社区品牌品牌延伸影响因素模型，该模型包括4 个层面，13个因素：母品牌层面包括母品牌感知质量、品牌定位和品牌信任； 延伸产品层面包括产品架构和功能、产品体验和第三方保障；消费者层面包括产 品感知契合度、品牌感知契合度、感知联结度和消费者知识和经验；外部环境层 面包括竞争程度、市场机会和国家政策。对于互联网内容社区品牌水平品牌延伸， 品牌信任、产品体验、第三方保障、市场机会和国家政策的影响较大；对于垂直 品牌延伸，品牌信任、产品体验和消费者对产品感知契合度的影响程度较大。 研究选择互联网内容社区品牌作为研究对象丰富了品牌延伸的研究，具有对 象创新性。研究对水平和垂直品牌延伸的影响因素的重要程度进行了区分，对相 关领域的研究进行了深入探讨，体现了理论创新性。研究结论对互联网内容社区 品牌的实践也具有指导意义，帮助企业有针对性地谋划品牌延伸的相关举措。 关键词：品牌延伸，互联网内容社区，小红书，案例研究 II INFLUENCINGFACTORSANDMECHANISMSOF BRANDEXTENSIONOFINTERNETCONTENT COMMUNITY:CASESTUDYBASEDON XIAOHONGSHU Abstract VisitisthemostimportantassetoftheInternetindustry.TheInternetcontent communityneedstoachieveusercashflowthroughcertainmeans.Intermsof promotingtherealizationoftraffic,manybrandschooseabrandextensionstrategy. Forexample,XiaohongshudevelopedtheHaitaoe-commerceplatformfromthe Haitaocontentcommunity,andfromtheHaitaocontentcommunitytothelifestyle sharingcommunity.Atpresent,academicresearchpaysmoreattentiontotheissueof brandextensionoftraditionalindustries,andlessattentiontothebrandofInternet contentcommunities,resultinginthelackoftheoreticalguidanceforthedevelopment ofrelatedenterprises.Inaddition,moststudieshaveexploredinfluencingfactorsfor brandextensionasawhole,withoutdistinguishingbetweendifferenttypesofbrand extension.Therefore,thisstudyfocusesontheinfluencingfactorsandmechanismof brandextensionofInternetcontentcommunities. Thestudyusesacasestudymethodtoexploretheinfluencingfactorsofbrand extensioninInternetcontentcommunitiesandtheimportanceofinfluencingfactors indifferenttypesofbrandextension.Forresearchquestions,thispaperismainly dividedintothreeparts.Thefirstpartbuildsatheoreticalframeworkbasedona retrospectiveanalysisoftheoreticalliterature.ThesecondparttakesXiaohongshuas theresearchobjectandanalyzestheimportanceofinfluencingfactorsindifferent typesofbrandextensionofInternetcontentcommunitybrandsthroughcasestudy methodsandsoftwareanalysis.Inthethirdpart,conclusionsareputforwardbasedon theresearchresults. TheresearchfinallybuiltanInternetcontentcommunitybrandbrandextension influencingfactormodel.Themodelincludes4levelsand13factors:theparentbrand levelincludestheparentbrand'sperceivedquality,brandpositioning,andbrandtrust; III theextendedproductlevelincludesproductarchitectureandfunctions,products Experienceandthird-partyprotection;theconsumerlevelincludesproductperceived fit,brandperceivedfit,perceivedconnection,andconsumerknowledgeand experience;theexternalenvironmentlevelincludescompetition,marketopportunities, andnationalpolicies.ForInternetcontentcommunitybrandlevelbrandextension, brandtrust,productexperience,third-partyguarantees,marketopportunitiesand nationalpolicieshaveagreaterimpact;forverticalbrandextension,brandtrust, productexperienceandconsumerperceptionofproductfitLarger. TheresearchselectstheInternetcontentcommunitybrandastheresearchobject, whichenrichestheresearchonbrandextensionandhasobjectinnovation.Thestudy distinguishestheimportanceofinfluencingfactorsofhorizontalandverticalbrand extension,andmakesin-depthdiscussionsontheresearchinrelatedfields,which reflectsthetheoreticalinnovation.Theresearchconclusionsalsohaveguiding significanceforthepracticeofInternetcontentcommunitybrands,andhelp companiesplanrelatedmeasuresforbrandextension. Keywords:brandextension,Internetcontentcommunity,xiaohongshu,case study IV 目录 中文摘要......................................................................................................I Abstract....................................................................................................II 第一章绪论.............................................................................................1 1.1研究背景.......................................................................................................1 1.1.1实践背景..............................................................................................1 1.1.2理论背景..............................................................................................2 1.2研究问题与研究方法...................................................................................3 1.2.1研究问题..............................................................................................3 1.2.2研究方法..............................................................................................4 1.3论文结构与技术路线...................................................................................4 1.3.1论文结构..............................................................................................4 1.3.2技术路线..............................................................................................5 1.4研究意义与研究创新...................................................................................6 1.4.1研究意义..............................................................................................6 1.4.2研究创新..............................................................................................6 第二章文献综述.....................................................................................8 2.1品牌延伸.......................................................................................................8 2.1.1品牌延伸的定义..................................................................................8 2.1.2品牌延伸的类型..................................................................................8 2.1.3品牌延伸的评价模型..........................................................................9 2.1.4品牌延伸的影响因素........................................................................12 2.1.5品牌延伸的研究述评........................................................................14 2.2互联网品牌的品牌延伸.............................................................................15 2.2.1互联网品牌的概念............................................................................15 2.2.2互联网内容社区品牌的概念............................................................16 V 2.2.3互联网品牌的品牌延伸类型............................................................16 2.2.4互联网品牌品牌延伸的影响因素....................................................17 2.2.5互联网品牌品牌延伸的研究述评....................................................18 2.3本研究的理论框架.....................................................................................18 2.3.1影响因素选取....................................................................................18 2.3.2理论框架............................................................................................20 第三章问题界定与案例选择...............................................................21 3.1问题界定.....................................................................................................21 3.2案例选择..