品牌进入次序优势的经济解释

Economic Explanation of the Sequential Entry Advantages of Brand from Brand Economics View Point

作者利用品牌经济学理论和其"选择成本范式"的分析框架研究品牌进入次序的优势及其产生的原因。通过对一个简单模型的分析表明,"趋利避害"的消费者的选择行为将给第一个进入市场的品牌以持久的优势,原因在于该品牌降低了消费者选择行为的局限条件—选择成本,而后进入市场的品牌,由于转换成本的存在,将使其选择成本高于先进入市场的品牌,从而使其处于劣势的地位,因此后进入市场品牌的品类模仿成功的可能性大大降低。

The essay researches the sequential entry advantages of brand with brand economics theory and its choice cost paradigm. A model shows that rational consumer behavior can give long - term advantages to the early entry brand. However,for the sake of switching costs, the choice costs of the late entry brands will be higher than the early entry ones and make them in an inferior position. So it is difficuh for the late entry brands to imitate the category of the early entry, brand. The success of category imitation mainly depends on the errors of the early entry brands that can make the choice cost of the early entry brands higher than the late entry brands. So the category imitators often land themselves in a passive position. And it is creating a new category through category innovation, not through eategory imitation that can create new and more demand in order to gain market advantages.