品牌的经济学分析  

Economic Analysis of Brand

作　　者：和萍[1] 张志鹏[2] 

机构地区：[1]宁夏大学经济学院,宁夏银川750001 [2]南京大学商学院,江苏南京210093

出　　处：《河北经贸大学学报》2006年第2期84-88,共5页Journal of Hebei University of Economics and Business

摘　　要：产品往往是“多质”的,品牌的实质是厂商向消费者提供的产品所包含的多种“质”的信息。从此角度出发,论文解释了人们愿意购买价格较高的品牌商品,打造品牌战略的成败及品牌多元化等现象,并进一步对品牌投资的最优化条件作出简要分析。Usually a product has various types of qualities and the essence of brand is the collection of such various information contained by a product, which is provided to a consumer by a producer. From such a perspective, this article explains the success or failure in brand cultivation, and diversified brand, and the reasons why consumers are willing to purchase brands of high price. Furthermore, it briefly analyzes the optimal conditions for brand investment.

关 键 词：品牌 经济学分析 需求曲线 品牌投资 

分 类 号：F713[经济管理—产业经济]