连锁品牌选址的耦合机制模型及经济分析

引入连锁品牌选址耦合系数概念,构建品牌经济学选择成本范式下的需求函数,分析连锁品牌选址的耦合机制问题。研究结果表明:连锁品牌品类集和商圈中消费者所需的品类集的耦合程度,即选址耦合系数的大小,决定了连锁品牌在不同商圈的选择;连锁品牌在商圈的选址耦合系数越大,则连锁品牌越倾向于选择此商圈;在同一商圈内不同连锁品牌的市场需求量由选址耦合系数、价格和品牌信用度三者共同决定。

Coupling Mechanism Model and Economic Analysis of Chain Brands Location

By introducing the concept of chain brands location coupling coefficient,this paper constructs the demand function under choice cost paradigm in brand economics and analyzes the coupling mechanism of chain brands location.The research result shows that the coupling level of category set between chain brands and consumers,namely the size of location coupling coefficient,determines the choice of chain brands in different shopping districts.When the location coupling coefficient is bigger,the chain brand is more inclined to choose the district.This paper proposes that the market demand of different chain brands in the same shopping district is determined by location coupling coefficient,price,and brand credit degree.