品牌信用度衰减模型及经济学分析

Brand Credit Degree Attenuation Model and Its Economic Analysis

在品牌消费周期内品牌信用度由于情感利益和物质利益的衰减而逐渐衰减。引入品牌信用度衰减系数概念,论证品牌信用度衰减的影响因素及作用机理,进一步构建品牌信用度衰减模型。讨论了品牌消费周期和品牌强化系数对品牌信用度的影响,以及在竞争条件下其他品牌对原品牌信用度的影响。提出品牌信用度衰减系数和品牌相似系数二维模型,讨论了在不同品牌信用度衰减系数和品牌相似系数条件下,品牌信用度衰减变化情况和相应的品牌对策。

Different from existed brand economics,this study considers that brand credit degree gradually attenuates with the attenuation of emotional and material interests in the brand consumption cycle.The concept of brand credit degree attenuation coefficient is introduced to demonstrate the influence factors and mechanism of brand credit degree attenuation,establish the attenuation model of brand credit degree,and discuss the impact of brand consumption cycle and brand strengthening coefficient on brand credit degree,as well as the impact of other brands on the original brand credit degree under competitive conditions.On this basis,the study proposes two-dimensional models of brand credit degree attenuation coefficient and brand similarity coefficient,and discusses the change of brand credit degree attenuation and corresponding brand countermeasures.