炫耀性产品品牌策略:品牌延伸或新品牌?  

The Brand Strategy of Conspicuous Goods:Brand Extension or New brand?

作　　者：王琦君 聂佳佳[1] WANG Qi-jun;NIE Jia-jia(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《中国管理科学》2022年第7期110-120,共11页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71672153);四川省科技厅科技支撑计划项目(2015GZ0083-1)。

摘　　要：企业在推出炫耀性产品时,可以采用两种品牌策略:品牌延伸或新品牌。为分析企业的炫耀性产品品牌策略,通过博弈论本文建立了无新产品、品牌延伸和新品牌三种模型,并得到了垄断情形与竞争情形下企业在不同品牌策略下的最优定价和利润。研究发现:在垄断情形下,企业总是采用品牌延伸策略。而在面临企业竞争时,如果消费者对地位身份不敏感,则企业选择不推出新产品;如果消费者对身份地位敏感,则当创建新品牌成本较小时,企业采用新品牌策略,否则企业选择放弃推出新产品。此外,一定条件下,企业推出新品牌会增加竞争对手的利润。Conspicuous goods exist in a lot of categories,such as luxury goods,fashion products,automobiles,digital products,which satisfy not just material needs but also social needs of consumers.The consumer can get the pleasure from using conspicuous goods for showing off their wealth and status to others.This kind of pleasure could be called the status utility.In order to show off their wealth,consumers are willing to pay higher prices for the conspicuous goods than ordinary products.Moreover,companies often introduce new product lines to gain more market share.In this case,the companies need to decide the brand name for the new product.According to the behavior of the companies in reality,there are two options:New brand or brand extension.The new brand means that a brand new name is created to a new product,while brand extension means that an a new product is named an established brandname.Prior research on brand extension of the common goods has investigated how branding affect consumers’perceptions of product quality.However,consumers of conspicuous goods care not only about product quality but also about the status of its users.This is because that the brand of conspicuous goods signals consumers’status and gives status value to them,and the status value of the product is influenced by the expectedwealth of its users.People used to identify product origin by their brand(brand name or brand logo).Thus,if adopt brand extension to introduce new product,the consumers of new product and original product will obtain identical brand status,while the consumers of new product and original product will get different status utility if adopt new brand strategy.Intuitively,consumers’status utility would influence their purchase decisions,which further affect firm’s profit.In order to study the brand strategy of conspicuous goods,game theory is used to establish three models,no new products,brand extension and new brand under the monopoly and competition environment respectively.And,the optimal profits of firms are reach

关 键 词：炫耀性产品 品牌策略 品牌延伸 博弈论 

分 类 号：F270[经济管理—企业管理]