品牌经济学的理论基础——引入品牌的需求曲线及其经济学分析

The Theoretical Foundation of Brand Economics: The Demand Curve with Brand Introducedand Its Economic Analysis

需求定律是经济学分析的理论基础之一,品牌经济学的理论基础为引入品牌的需求曲线或考虑选择成本的需求定律。把品牌引入经济学中后,品牌信用度的提高使需求曲线右移并变得更为陡峭,同时品牌信用度的提高改变了需求曲线的位置,使得均衡价格提高,均衡数量增加,增加了消费者剩余和生产者剩余,提高了社会福利水平。文章为“品牌战”替代“价格战”提供了理论依据,即通过品牌建设提高品牌信用度,使得在价格提高的条件下需求量增加,而这只有在需求曲线改变位置时方能做到。

The foundation of economics is the law of demand. The foun- dation of brand economics is the demand curve with brand introduced. The enhancement of brand credit degree enables the demand curve to change. On the one hand the enhancement of brand credit degree will reduce the choice cost of consumers effectively and make the demand curve move right, on the other hand it will reduce the demand elasticity to make it more precipitous. And the enhancement of brand credit degree will enhance the equilibrium price and quantity to increase consumer surplus and producer surplus. Therefore, this paper provides a practical means for firms to escape from the trap of price war and substitute brand war for price war through brand construction to increase brand credit degree.