品牌的经济学分析:一个比较静态模型

The Economic Approach to Brand:A Comparative Static Model

现有的经济学理论和模型中缺少全面针对品牌的分析,导致品牌理论与实践的双重混乱。在选择爆炸式增长的经济条件下,品牌对消费者的选择行为产生了巨大影响,因此对品牌选择的经济学分析显得更为迫切。品牌的经济学本质是降低消费者的选择成本,进而影响消费者对品牌的选择,而消费者选择又决定了厂商的销售量和利润。我们在经济学的框架下,以品牌为研究对象,建立起一个比较静态模型,对品牌进行经济学分析,得出消费者均衡和厂商均衡的条件。

The economics theory and models have not analyzed brand systematically. In the era of the explosive growth of choices, brand has affected the choices of consumers greatly. So it is necessary to analyze brand with economic approaches. We consider that the economic nature of brand is to reduce the choice cost of consumers and affect the choices of consumers, and the choices of consumer decide sales and profit of the firm. We found a comparative static model in the framework of economics where the research objective is brand. With this model we get the condition of the equilibrium of consumers and the firm.