潮牌联名产品的价格溢出机制  

The price premium mechanism of streetwear co-branded products

作　　者：鲁成[1,2] 赵敏 何松岳 葛云祥 LU Cheng;ZHAO Min;HE Songyue;GE Yunxiang(College of Fashion and Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design&Technology,Ministry of Education,Donghua University,Shanghai 200051,China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]东华大学现代服装设计与技术教育部重点实验室,上海200051

出　　处：《东华大学学报（自然科学版）》2024年第1期171-177,共7页Journal of Donghua University(Natural Science)

基　　金：中央高校基本科研业务费专项资金资助项目(2232024G-08;2232021E-03)。

摘　　要：针对潮牌联名产品在一、二手市场的价格差异现象,通过理论架构与数据实证分别解析联名产品在一、二手市场中的价格溢出机理。收集8个主品牌、102个副品牌合作的356条潮牌联名产品和交易信息进行实证研究。相关分析与回归分析结果表明:一手市场与二手市场溢价影响的机理不同。一手市场价格是由品牌方综合考虑产品成本、消费需求与市场竞争制定的,价格溢出影响因素主要包括副品牌奢侈性、主品牌知名度、品牌类型差异和非联名相似款售价;二手市场价格是消费者对产品价值感知的反映,价格溢出的影响因素主要包括主品牌知名度和非联名相似款售价,而副品牌奢侈性和品牌类型差异的影响不显著。这意味着尽管“傍大款”品牌联名策略能提高产品定价,但并不能显著提高潮牌产品的价值。In view of the phenomenon of price difference in the primary and secondary markets of the streetwear co-branded products,the price premium mechanism of the co-branded products in the primary and secondary markets is analyzed respectively through theoretical framework and data empirical evidence.It collected 356 co-branded products and transaction information of 8 main brands and 102 partner brands for empirical analysis.The results of correlation analysis and regression analysis show that there are differences in the price premium mechanism between the primary market and the secondary market.The primary market price is set by the brand considering the product cost,consumer demand and market competition,and the price premium is influenced by the partner brand luxury,the main brand awareness,the difference in brand type and the price of non-co-branded similar products.The secondary market price is a reflection of consumers perception of the product value,and the price premium is influenced by the main brand awareness and the price of non-co-branded similar products,while the effects of partner brand luxury and brand type differences are not significant.This means that the“big money”co-branded strategy does not significantly improve the value of streetwear products,although it can improve product pricing.

关 键 词：品牌联名 溢价 潮牌 一手市场 二手市场 

分 类 号：F274[经济管理—企业管理] F426.86[经济管理—国民经济]