基于品牌溢价的延伸产品定价策略

Pricing of Smart Phone Extension a Brand Premium Perspective

电子商务环境中的品牌,既是用户流量的入口,又能够影响用户的品牌忠诚.延伸产品通过品牌忠实用户的延伸购买增加销售,核心产品通过影响品牌的忠实用户来影响延伸产品的销售.这一过程中,用户的品牌忠诚成为品牌价值变现的基础因而变得十分重要.在这种背景下,建立品牌核心产品和延伸产品的模型,分析品牌价值、延伸相似度、定价之间的关系.结果表明,延伸产品的品牌延伸相似度反向影响核心产品的最优定价,正向影响延伸产品的最优定价.延伸相似度越高,核心产品与延伸产品的最优定价调整幅度应越大企业可获得的总利润也越高.

Brands root in E-commerce have function of both store and traditional brand, attracting consumer traffic meanwhile affecting consumers＇ brand loyalty. Under the situa- tion, extended production of a brand benefits from brand loyalty which strengthen by core products or service. In other words, brand loyalty becomes extremely important because it interprets brand equity. This research chose a profit perspective to analyze the relation of braad equity, products＇ extension similarity and pricing. It turns out that as products＇ ex- tension similarity increases, optimal price of core products/service of the brand should mark down while optimal price of extended products should be up. Correspondingly adjustment of the prices should be higher and gross profit could increase as a result.