豆维的品牌延伸战略——基于企业利他性预期的视角

Dower’s Strategy of Brand Extension——Based on the View of Expected Altruism from the Corporate

本文建立了一个预期企业利他性模型来分析企业品牌延伸战略。在消费者对企业存在利他性预期情况下,现有企业通过产品品质选择作为其决策同其他企业以及潜在进入者竞争以实现效用最大化。基于此模型我们发现,在利他性假设下,"豆维"这类现有品牌认知度较高但产品种类较单一的品牌进行品牌延伸时,选择提供高品质的延伸产品成为其最佳选择。

This paper is to establish a model of expected altruistic to analyze the brand extension strategy.With the consumer’s altruistic expectations from the corporate,existing enterprises treat product quality as its decision to compete with other companies and potential entrants to achieve maximum utility.Based on this model for the "Dower" with the high brand recognition but a single existing product range,under the assumption of the altruistic,to provide high quality products is the best choice.