品牌持续性的动态需求函数模型与案例解释

A Dynamic Demand Function Model and Case Study of the Sustainability of Brand

在品牌经济学静态模型中引入时间变量构建了品牌需求函数的动态模型,从品牌经济学的角度对品牌持续性进行了严格定义,从理论上证明了品牌持续性由品类需求强度和品牌信用度的动态变动共同决定。同时,为增强理论框架的应用性和解释力,选择了多个典型案例,对品牌持续性的影响因素进行了多维度考察和跨案例研究,并为我国品牌实现持续发展提供了相应政策建议。

This article introduces the time variable to make the static theory of brand economics dynamics and builds a dynamic demand function model of the brand. The article gives a rigorous definition of brand sustainability from the perspective of normative economics. The theoretical model shows that the brand sustainability is determined by demand by the change of brand category demand intensity and brand credit degree. Based on the theoretical model the article selects a few of representative cases and studies the factors affecting the brand sustainability to enhance the application of the theoretical framework and explanatory power.