基于品牌忠诚的企业多阶段竞争策略  

Study on Multistage Rational Strategy with Brand Loyalty

作　　者：顾锋[1] 黄培清[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《系统管理学报》2008年第6期601-609,共9页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(70572102)

摘　　要：建立了信息差异化竞争的扩展模型,综合考虑了信息差异化形成的品牌忠诚效应与消费者的信息搜寻,研究企业基于长期战略的理性竞争策略问题。结果表明,理性的企业从长远角度考虑交换成本的作用,将会把注意力从产品的实际差异转移到如何确立消费者的品牌忠诚,以及对市场份额的争夺之上。According to the status quo of the market competition, this paper, with the multistage game established by the information differentiation, discusses the categories of price equilibrium and other charac-teristic, and works out the Nash equilibrium based on the respective best response function. It is also manifest that companies create the most suitable product differentiation by keeping the brand loyalty so as to improve the market share and profit benefits.

关 键 词：信息差异化 品牌忠诚 交换成本 理性决策 

分 类 号：F273[经济管理—企业管理]