引入品牌的市场均衡及其厂商品牌战略选择——对选择成本分析范式的扩展和修正

The Market Equilibrium with Brand Introduced and the Brand Strategy Choices of the Manufacturers

本文在品牌经济学选择成本分析范式的基础上,将"品牌溢价"系数注入需求函数模型中,进一步扩展和修正了品牌经济学消费者选择理论;将品牌引入厂商供给函数模型,弥补了选择成本分析范式忽视供给的问题,研究了新的市场均衡。与此同时,以品牌信用度为纽带对厂商的品牌战略进行了考察。

Based on choice cost paradigm, this paper presents brand premium coefficient for a demanding function, fur- ther expands and corrects a theory of consumer choice in brand economics. The brand is introduced to manufacturers supply function model, to make up for the choice cost paradigm which ignores supply problems. We research the new market equi- libriuln. At the same time, we look at brand strategy with the brand credit degree as a link.