日化用品行业的品牌扩散与市场进入壁垒  

Brand Extension and Barrier to Entry:the Case of Chinese Daily Chemical Articles Industry

作　　者：余海燕[1] 戴勇[1] 

机构地区：[1]复旦大学管理学院

出　　处：《上海管理科学》2004年第4期24-25,共2页Shanghai Management Science

摘　　要：当前,品牌扩散战略己成为许多企业谋求成长、增强市场势力、遏制竞争者进入的重要手段。本文基于中国日化用品行业应用扩展的Hotelling模型分析了在位企业可以利用品牌扩散战略在获取经济利润的同时,成功阻止潜在竞争者的进入。At present, brand extension strategies have been the important means to acquire growth, strengthen their market power and attain entry deterrence to many enterprises. The paper applies to extensive Hotelling model to analyze Chinese daily chemical articles industry. It is concluded that reigning enterprises can make use of the brand extension strategies to successfully deter potential competitors' entry as welt as achieve economic profits.

关 键 词：日化用品行业 品牌经营 市场竞争 市场准入制度 

分 类 号：F426.8[经济管理—产业经济]