企业应对劳动力成本增加的品牌战略研究

An Analysis on the Income Doubled

我国城乡居民人均收入将于2020年翻一番,由此引发的问题是劳动力成本的快速提高。文章在品牌经济学的框架下,分析指出通过品牌战略建设提高产品溢价能力,是企业应对劳动力成本上升的有效手段。通过构建引入选择成本的需求函数,证明了品牌溢价能力与其品牌信用度呈正比关系。在理论分析的基础上,文章提出了应对收入倍增的品牌战略路径,主要包括自主品牌—自主品牌、自主品牌—他人品牌、他人品牌—自主品牌、他人品牌—他人品牌等四种方式。企业可根据实际情况,选择合适路径实现从无品牌到弱势品牌,再到强势品牌的转变。

Per capita income of residents from town and country will raise double in 2020, which leads to labor cost increase rapidly. In this circumstance,how does enterprise maintain the profit margin？ This paper establishes a model of brand building and improves product premium capacity by brand strategy, introducing the alternative cost of demand function to prove the proportional relations between premium capacity and brand credit degree. Therefore,improving brand credit degree is the key to developing the enterprise. Based on the theory analysis,this paper puts up four ways to reply the income doubled. According to the actual situation,the enterprise can choose the practicable patterns and transform no brands into weak brands,even strong brands.