竞争性品牌策略:进入遏制角度的分析  

Fighting brand and entry deterrence

作　　者：骆品亮[1] 陆毅[2] 

机构地区：[1]复旦大学管理学院,上海200433 [2]香港大学商学院

出　　处：《管理科学学报》2007年第4期24-31,共8页Journal of Management Sciences in China

基　　金：教育部新世纪优秀人才支持计划资助项目(NCET-06-0361)

摘　　要：作为品牌延伸战略的重要表现形式之一,竞争性品牌策略是产业组织理论的一个重要研究领域.作者从市场进入遏制的视角研究竞争性品牌策略,通过构建一个具有产品差异化的动态博弈模型,分析在位者如何创建一个与进入者的品牌直接竞争的"竞争性品牌"并进行相应的产量竞争以达到遏制进入的目的.研究发现:旨在遏制进入的竞争性品牌策略与进入成本密切相关;不但从理论上证明了存在启动竞争性品牌策略的进入成本区间,还在一定的参数条件假设下通过一个简单数值例子给出该成本区间范围;最后对一些竞争性品牌案例进行了分析.Brand extensions is one of the focused research field in the theory of industrial organization. This Paper deeply studies the strategy of introducing fighting brand which is one of the most frequently used methods to deter entrance by the incumbent finns. A product differentiated Cournot model is constructed in this paper to show that the choice of fighting brand to deter entrance is highly related to the costs of entrance. Roughly speaking, when fixed entry cost is mediate, it is helpful to adopt the fighting brand strategy to deter entrance. However, if the fixed entry cost is so small or so large, the Incumbent may optimally remain silent to the entrant. This paper also solves the scope of that fixed costs suitable for introducing fighting brand through a simple numerical example, and discuss Its implications for entry and deterrence behaviors in the age of globalized economy.

关 键 词：竞争性品牌 进入遏制 进入成本 品牌延伸 

分 类 号：Q225[生物学—细胞生物学]