广告、品牌壁垒与消费者选择  

Economics Approach to Brand Barriers to Entry

作　　者：任晓峰[1] 

机构地区：[1]南京财经大学营销与物流管理学院,江苏南京210003

出　　处：《产业经济研究》2011年第6期79-86,共8页Industrial Economics Research

基　　金：江苏省高校哲学社会科学基金重点项目成果(项目编号:07SJB630010)

摘　　要：传统产业经济学研究的进入壁垒一般是基于厂商在生产领域内的非对称优势壁垒,如规模经济、产品差异化等;或制度性壁垒,如政策、法律等。但是,在供给过剩的条件下,生产领域中的非对称优势会被迅速模仿并最终失去壁垒作用,而基于消费者选择行为的品牌机制,将会成为一种新的壁垒形式,即品牌壁垒。对于品牌壁垒的形成途径,本文从广告形成品牌壁垒的线索出发进行了理论评述,进一步的,我们证明产品转化为商品的过程也存在着成本,而由选择成本决定的品牌机制,可以提高产品转化率,在厂商内部实现转化效率,从而获得非对称优势。在商品过剩及消费者选择的条件下,由品牌构筑起的进入壁垒对于防止新进入者的进入显得更为持久更为有效,同时这也将成为厂商竞争最重要的壁垒形式之一。Barriers to entry,a series of obstacles that the firms were faced,are one of important impact facts to market structure.Generally,traditional IO barriers to entry theories are based firm＇s non-symmetrical advantages and institutional factors,such as economies of scale,differentiations of production,policies and laws.However,under conditions of economy of scale and given macro-industry policy,non-symmetrical advantages and institutional factors can not really resist the entry of competitors.In this article,it exists cost when the products transfer into goods.The brand mechanism,which decided by choice cost,will improve the conversion efficiencies.Under the conditions of surplus of goods and consumer rational choice,the barrier of brand will be one of most important barrier forms.

关 键 词：广告 选择成本 转化效率 品牌壁垒 

分 类 号：F062.9[经济管理—政治经济学]