基于产品差异化模型的品牌忠诚效应

基于Hotelling线性城市模型,以双寡头序贯进入为分析背景,模型化了品牌忠诚影响产品差异化的两种方式:造成转换成本及影响消费者的购买意愿。在分析转换成本这一传统因素时,通过引入广告投入将转换成本内生化,放松了以往固定转换成本的假设。品牌忠诚影响消费者购买意愿的这种方式不常被注意到,在此也创造性地对其加以模型化。

Research on brand loyalty effect based on the model of product differentiation

Based on the Hotelling linear city model,this paper established a model on the ground of duopoly sequential entering to analyze brand loyalty's two kinds of effect,one was to induce transferring cost,the other was to influence consumer's willing of purchase.On analyzing the traditional factor of transferring cost,the model introduced the variability of advertisement investment to loose the presumption of fixed transferring cost.this paper also creatively established a model to analyze brand loyalty's effect on consumer's willing of purchase,although this effect is less remarkable.