国际贸易条件下的品牌联合

Brand Collaboration in International Trade

全球经济一体化的趋势下,中国企业产品的竞争力受到冲击,在WTO的贸易框架内,中国企业发展策略的选择尤为重要。在古诺-纳什均衡的框架下研究国际贸易条件下的品牌联合问题,是企业策略选择中重要决策支持问题。研究结果表明,只有在低声誉品牌的企业拥有一定的品牌知名度时,有更高声誉的企业才会与其进行品牌联合,而关税的征税会影响企业之间进行品牌联合的条件。

In the trend of global economic integration,the competitiveness of Chinese enterprises＇ products is be impacted and the choice of development strategy of Chinese enterprises is particularly important in the trade framework of WTO. In the Cournot-Nash framework,this paper studies the brand collaboration in the condition of international trade. The research shows that a firm owning a superior brand only collaborates with a less reputed firm provided that it has already established its reputation to some extent. The paper also argues that the tariff on affects the conditions of the collaboration.