中国轿车行业的品牌价值及其动态变化趋势——基于特征价格模型的实证研究

The Brand Value of China's Car Industry and its Dynamic Changing Trend:An Empirical Analysis Based on Hedonic Price Model

中国轿车行业的品牌价值正处于动态变化的趋势之中。在控制产品差异化特征之后,外国品牌对本土品牌具有显著的溢价,但其溢价逐年递减;在4大类国别品牌中,欧系品牌具有显著的溢价,其溢价也在逐年递减;在10类企业品牌中,6个企业有显著的品牌溢价,1个有显著的品牌折价,其它品牌则不显著。轿车的车型特征与价格之间的关系并非简单的线性关系,而是呈现出"U型"的关系。这些研究结果有助于我们理解近几年来本土企业对自主品牌的发展战略所进行的调整。

The brand value of China＇s car industry is in the trend of dynamic changes.After controlling the product differentiation characteristics,foreign brands have significant premium over local brands,but the premium is decreasing year after year.Among the four major classes of brands of different countries,the European brands have significant premium,however,the premium is decreasing year after year;among the ten kinds of enterprise brands,six enterprises have significant brand premium,one has significant reduced brand price,while the other brands are not obvious.The relation between the model characteristics and prices is not the simple linear relation,but a U-shape relation.These research results will be helpful in helping us understand the adjustments made by the local enterprises on the development strategy of the proprietary brands.