区域品牌过度使用与投入不足的风险防范及规避  

Risk Prevention and Avoidance of Excessive Use and Insufficient Investment of Regional Brands

作　　者：刘敬伟 蒲勇健[2] LIU Jingwei;PU Yongjian(Department of Business Administration, Moutai Institute, Renhuai, Guizhou 564500, China;School of Economics and Business Administration, Chongqing University, Chongqing 400040, China)

机构地区：[1]茅台学院工商管理系,贵州仁怀564500 [2]重庆大学经济与工商管理学院,重庆400040

出　　处：《经济数学》2020年第4期96-101,共6页Journal of Quantitative Economics

基　　金：国家社会科学基金资助项目(19BJL081)。

摘　　要：区域品牌作为一种公共物品,同其他公共物品一样具有非竞争性和非排他性的性质,现有理论和研究表明,这种性质决定了区域品牌具有“公共地悲剧”风险,这种风险表现为过度使用.但通过构建博弈模型,对比模型的纳什均衡解和帕累托最优解,可以发现区域品牌化过程中的“公共地悲剧”风险不仅表现为过度使用,也表现为投入不足,即具有双重性.并通过对这种双重性的内在机理进行分析,提出有效防范和规避“公共地悲剧”风险的政策建议.As a kind of public goods,regional brand has the same non-competitive and non-exclusive nature as other public goods.The existing theory and research show that this nature determines that regional brand has the risk of"tragedy of the Commons",which is manifested as overuse.However,by constructing game model and comparing the Nash equilibrium solution and Pareto optimal solution of the model,we can find that the risk of"tragedy of the Commons"in the process of regional branding is not only excessive use,but also insufficient investment,that is,it has duality.And through the analysis of the internal mechanism of this duality,this paper puts forward some policy suggestions to effectively prevent and avoid the risk of"tragedy of the Commons".

关 键 词：区域品牌 公共地悲剧 纳什均衡 帕累托最优 

分 类 号：F279.27[经济管理—企业管理]