Abstract
Brand strategy for industrial upgrading is the inevitable move of China’s domestic down coat industry. And only relying on the eternal charm of brand to break through the inherent limitations of product life cycle, so that enterprises can always maintain a certain high level of brand competition and sustainable development. Based on previous research, this study putted forward the hypothesis that brand extension strategy had a significant effect on organizational performance in Chinese down coat industry, and then studied and analysed the relationship between brand extension strategy and its organizational performance through SEM analysis method. The results showed that brand strategy has a highly significant effect on organizational performance (β=.761***) in Chinese down coat brands, which has certain representative significance for enhance the overall competitiveness of Chinese down coat brands, ultimately, expect to be able to enter the high-end down coat market which is almost a blank market for most of China's domestic down coat brands.
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