品牌选择下的市场均衡研究——兼与刘华军老师商榷〖HT〗

本文对品牌经济学所构筑的选择成本分析范式下的消费者需求理论存在的缺陷和不足进行了分析说明,并对其进行了修正和扩展,且以此为基础对品牌选择下的市场均衡问题展开了研究。通过研究发现,品牌通过降低消费者的选择成本、提高消费者选择效率以及满足消费者情感利益、实现"品牌溢价"双重作用影响消费者的选择行为;同时它又通过品牌建设的隐性成本和显性成本影响市场供给,从而影响到市场均衡。研究表明,引入品牌的市场均衡,品牌信用度越高均衡价格越高,但均衡数量的变化却不一定,它取决于品牌建设所节约的消费者选择成本及产生的品牌溢价与品牌建设成本的力量对比情况。

Research on Market Equilibrium under Brand Choice——Negotiation with Teacher Liu Huajun

This paper makes analysis and explanation of the shortcoming and insufficiency existed in consumer demand theory under the pattern of choice cost analysis built by brand economics,revises and expands it,based on this,conducts the research on market equilibrium issue under brand choice.The research indicates that the brand realizes ＂brand premium＂ double actions and affects consumer behaviors by reducing choice cost of the consumers,improving choice efficiency of the consumers and satisfying the emotional benefit of the consumers,meanwhile,the brand affects market supply and further affects market equilibrium by implicit cost and explicit cost of brand construction,that in the market introduced the brand,the higher the brand credit is,the higher the equilibrium price is,however,the change of equilibrium quantity is determined by the consumer choice cost saved by the brand construction and by the comparative situation between the brand premium and the brand construction cost.