消费品牌意识下的自有品牌产品质量特性的选择  

The Choice of Private Label's Quality Characteristics under Consumer Brand Perception

作　　者：任方旭[1,2] 

机构地区：[1]中原工学院经济管理学院,河南郑州450007 [2]河海大学商学院,江苏南京210098

出　　处：《华东经济管理》2011年第5期126-129,共4页East China Economic Management

基　　金：国家自然科学基金项目(70572050)

摘　　要：随着品牌意识的逐步增强,消费者更愿意选择具有品牌效应的商品。文章以空间差异化分析模型为基础,引入消费者品牌意识变量,建立了一个新的产品差异化模型。依靠于参数情况,给出了消费者强、弱、一般三种典型的品牌意识下产品质量特性竞争的纳什均衡类型。结果表明,消费者对某类商品品牌意识越弱,产品之间越会差异化,低质量特性产品所获得的市场份额及其利润也会越大。而随着消费者品牌意识增强,零售商越愿意提供高质量特性的产品,其对应的市场份额及其利润也会越大。这从而解释了在消费者品牌意识较弱的产品品类中,零售商发展低质量自有品牌产品的原因。Increasing brand perception may effect the pleasure of consuming a branded merchandise. Based on the differentiation model, the paper established a new model of product differentiation by introducting the variable of consumer brand perception. Depending on the parameter constellation we and three equilibria under consumer strong, weak and the general brand perception. The results show that the less consumers are coneerned about brand, the more differentiation retailers make their products, the retailers providing the low quality product have a greater market share and profits. With increasing consumer brand perception the retailers are willing to provide more high quality products, and can have a greater market share and profits. In turn, this explains the cause that there are still the problems of consumer fraud under consumer weak brand perception.

关 键 词：消费者品牌意识 质量特性:市场份额:均衡 

分 类 号：F063.2[经济管理—政治经济学]