品牌集中度及其度量模型研究

Brand Concentration Ratio and Its Measurement Model

市场集中度是描述市场结构特征的重要指标,它是从厂商角度对市场份额、业务规模等经济指标进行度量的,但它是一种静态指标,无法揭示不同品牌定位的厂商策略行为以及市场结构的动态演变。在引入品牌因素构建简单的品牌集中度模型及从消费者选择角度对市场结构的特征和演变进行分析后发现,厂商的市场份额与品牌需求强度系数呈同方向变动,与品型需求系数呈同方向变动,与价格呈反方向变动,与品牌信用度呈同方向变动;而且品牌信用度愈大,品牌集中度也愈高。中国电冰箱行业的市场结构特征和演进的实证分析显示,该模型具有较强的现实解释力。

Market concentration ratio is a key index which describes the features of market structure.Measurement tools,which are commonly used in measuring economic indexes such as market shares,business sizes,are static indexes for such measurement.These indexes cannot discover an enterprise＇s strategic conduct and dynamic evolvement of market structure.In this article,a simple model of brand concentration ratio was built with brand factors involved,and from the angle of consumers,the model was used to analyze the features and the evolvement of market structure.On the other hand,the brand market share is in a positive correlation with brand category demand intensity coefficient,sub-category demand coefficient and band credit degree but it is in a negative correlation with price.Furthermore,the higher degree of brand credit is,the higher brand concentration ratio is.And the model can be applied to explain such realities.