摘要
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.
出处
《当代财经》
CSSCI
北大核心
2012年第2期78-86,共9页
Contemporary Finance and Economics
基金
国家自然科学基金项目"合资模式对寡头合谋的影响机制分析:对中国轿车行业的考察"(71103036)
教育部人文社科基金项目"产品差异化与战略合作联盟稳定性--中国轿车行业实证分析"(09YJC790037)
关键词
轿车行业
自主品牌
品牌价值
特征价格
car industry
proprietary brand
brand value
hedonic price