偏好分布和利润对品牌竞争差异化的影响

Impact of Preference Distribution and Profits on The Differentiation of Brand Competition

从经济学市场理论出发 ,提出品牌竞争是不完全竞争 ,品牌竞争的差异化是市场竞争的必然结果 ,是企业获利大小的一个决定因素。运用概率论随机变量分布理论 ,对消费者偏好的概率分布与消费者效用函数、品牌需求关系进行了定量分析 ,推导出消费者偏好差异化通过价格的作用而影响市场对品牌的需求 ,因而厂商为获得较高的市场份额需要进行品牌的差异化竞争。运用ShakedandSutton模型 ,对厂商的利润大小与品牌差异化程度的关系进行分析 ,得出厂商为获取更多的利润 ,也需要进行品牌差异化竞争的结论。

Based on the economics theory of market, it is proposed that the brand competition is imperfect, the differentiation of which is the result of competition and one of the determinant factors of the firm's profit. The theory of random variable distribution is applied to quantitively analyze the relationship between the probability distribution of consumers' preference and their utility and demand for brands. The conclusion is that the differentiation of consumers' preference influences the market demand for brands through prices, thus the brands should be differenced if the firms want maximum market share. Also the relationship between firms' profits and the degree of brand competition differentiation is studied with the Shaked and Sutton model, and the result is the same if the firms want the more profits.