基于品牌经济学的房地产品牌价值分析

品牌经济学通过"选择成本"对消费者在选择商品的过程中所产生的成本进行解释,并以此说明消费者选择的相关效率。品牌经济学能和交易费用来共同对从生产至消费的过程中配置资源的相关效率问题做出解释。本文从品牌经济学和选择成本的相关概念出发,对房地产的品牌价值进行了分析。     

基于隐性采购成本的多因素供应商选择研究

企业的生产过程中必然涉及物资的采购,面对市场上繁多的种类和品牌,应该如何筛选合适的供应商呢?在全球物资供应链不断完善的今天,供应商的选择更是关系到企业经营效率和利益的关键,因此企业都对采购时供应商的选择予以充分的重视,本文将以汽车行业的供应商选择作为研究内容,通过理论的分析获得汽车企业选择合格供应商的依据。     

选择供应商建立"双赢"模式

本文指出,企业应把供应商作为企业资源的一部分进行管理,以实现供应链整体的成本最低,收益最大.因此,成功地选择供应商,与供应商进行协作,是对企业能力的一种支持,并使二者由于优势互补产生"1+1＞2"的"双赢"效果,从而提高整个供应链的效率.     

企业技术创新模式选择的理论分析

技术创新模式的选择对企业创新绩效起着至关重要的作用,以分工演进理论和交易费用理论为分析工具,对企业技术创新模式的选择机制进行分析,并以此得出结论:企业对内部或外部技术创新模式的选择过程,就是对比内外部创新成本和内外部创新收益差额的优势策略选择过程。     

劳动力成本、倒逼创新与多产品企业出口动态——质量选择还是效率选择

本文在扩展的Melitz-Ottaviano模型理论分析基础上,通过构建中国工业企业数据、海关进出口产品数据与WITS全球关税数据合并数据库,考察了劳动力成本上涨对多产品企业创新投入选择及其产品出口动态的影响。结果显示:远离技术前沿阶段,面临劳动力成本上涨压力的低效率企业会选择效率而非质量创新策略增强出口竞争力,通过扩展产品范围并分散出口产品集中度来探索出口可能性边界以增加出口量而非抬高价格,从而促进出口销售总额增长;效率水平跨越一定门槛后,准技术前沿企业会选择产品质量创新策略,通过压缩产品范围并提高产品集中度来获取现有产品,特别是核心产品新利润增长点以刺激出口。加快企业效率跨越是现阶段推动创新发展战略的重要质量基础支撑。     

借贷平台对P2P网络借贷逆向选择的抑制作用

本文首先针对P2P网络借贷中信息不对称及其引发的逆向选择问题建立"柠檬市场"模型,从理论上论述逆向选择的形成过程及后果,并根据社会净福利计算公式,明确网络借贷平台既要促进信息对称进而提高借款标的质量,又要降低自身的交易成本;然后通过对实际数据进行回归分析,验证信息对称对提高借款标的质量、降低借款成本的作用;最后,结合企业并购效率理论等对P2P借贷平台如何抑制网络借贷逆向选择问题提出建议。     

广告代言明星的选择中出现的问题及对策分析

科学的选择形象代言明星可以使产品或企业品牌迅速赢得消费者认同,本文通过对企业在广告代言明星的选择中出现的问题进行分析,分析探讨了正确选择代言明星的对策。     

品牌资产与顾客品牌选择关系研究

本文将通过对基于顾客品牌资产研究成果的梳理,通过对饮食服务企业的实证分析,揭示饮食服务企业品牌资产的构成要素,及各要素之间的层级关系,以及品牌资产对顾客对品牌的偏好、购买意愿、品牌选择之间的相互关系。     

我国合并会计报表理论的选择

随着经济全球化步伐的加快,企业并购活动日益频繁。而如何客观、公正地反映企业并购过程和结果,这对合并会计报表理论与实务的发展提出了新的要求。为了全面反映企业集团的财务状况、经营成果和现金流量状况,必须将企业集团内部各个独立核算的个别报表予以合并。新会计准则对我国合并财务报表问题进行了规范。本文通过对合并理论的分析,试图对新会计准则合并会计报表理论选择进行探讨。     

基于公共选择理论的政府效率提升研究

政府效率是衡量某一政府执政能力的重要指标,它对于一国政府而言有着十分重要的意义。目前,我国政府效率的现状不容乐观,这成为政府执行力和公信力提升的短板。作为当代西方经济学分支的公共选择理论将经济学的分析方法应用于非市场的政治领域,从新的视角对政府行为进行解读。本文从介绍公共选择理论入手,深入阐述运用公共选择理论对提高政府效率的重要指导作用,剖析当前我国政府效率低下的深层次原因,诸如:政府行为具有内在效应,缺乏成本利润概念;政府行为的财政扩张性;政府内部缺乏有效竞争;政府缺乏有效监督和约束。并据此提出了提升政府效率的路径选择:在政府内部引入成本利润观念;注重制度建设并进行财政立宪改革;引入竞争机制以提高政府运转效率;强化政府行为监督和约束机制等。     

品牌品类扩张边界的经济分析:基于选择成本分析范式

基于选择成本分析范式,通过引入品类相似系数这一新概念,构建数理模型,分析品类扩张的内在机制。结果表明,品类数量的增加将有利于品牌需求量的提高,但由于消费者选择成本的存在,品类数量的进一步增加将会降低品牌信用度,造成选择成本的增加,从而抑制需求量的扩大,最终品类数量和品牌需求量将会趋向于均衡状态,存在品牌品类扩张的边界。     

Choice in Computer-Mediated Environments

In the last several years, the increased diffusion of computer andtelecommunications technologies in businesses and homes has produced newways for organizations to connect with their customers. These computermediated environments (CMEs) such as the World Wide Web raise new researchquestions. In this paper, we examine the potential research issuesassociated with CMEs in five areas: (1) decision processes, (2) advertisingand communications, (3) brand choice, (4) brand communities, and (5)pricing.     

An Investigation of Consumer Brand Choice Behavior Across Different Retail Formats

There has been a blurring with respect to the retail formats because of competition and proliferation of different types of formats. In this research, we use a unique scanner panel dataset to investigate how brand choice behavior varies for the same consumer shopping for the same brand across different retail formats. We develop hypotheses pertaining to promotion sensitivity, price sensitivity, package size preference, and effects of demographic and shopping variables on consumer brand choice behavior and test them using a multi-format probit choice model that allows for the estimation of the cross-format differences with respect to the above. We find that consumers exhibit different promotion and price sensitivities in brand choice behavior between the mass merchandise format and supermarkets. Discussions and insights are provided.     

现代经济增长的综合分析框架:分工—制度—品牌模型

分工带来专业化程度的提高和生产迂回程度的增加,促进了经济增长,但同时也带来了交易费用的上升,因此制度变迁理论认为,制度安排通过降低交易费用、提高经济组织的效率从而促进经济增长。分工带来的产量增加和产品多样化却会导致消费者的选择成本上升、降低消费者的选择效率从而降低资源配置效率,使生产和消费不能保持均衡发展,妨碍了经济增长。而品牌和品牌品类化则是产品多样化时代能有效降低消费者选择成本的工具和手段。因此分工及专业化与制度及其变迁从生产或供给角度解释了生产效率对经济增长的决定作用,而品牌从需求方面解释了消费者的选择效率对经济增长的促进和拉动作用,分工—制度—品牌模型可以成为当代解释经济增长的综合分析框架。     

Brand Equity, Consumer Learning and Choice

The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general and considering two recent trends in the market place: store brands and the Internet. We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics. Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart. We amplify this definition: we propose that brand equity be the incremental effect of the brand on all aspects of the consumer's evaluation and choice process. We propose an agenda of research based on this amplified definition.     

Logit模型在市场营销定量研究中的应用——消费者对家电品牌选择的实证分析

市场营销的定量研究以及如何开启消费者的行为黑箱,一直以来都是国外市场营销研究者们长期并将继续深入探讨的核心主题。在此过程当中,Logit模型是他们比较青睐和广泛采用的一类研究工具。通过对Logit模型的原理的介绍,以及将这一模型用于国内消费者对某一家电品牌选择的实证研究,从而表明Logit模型能够用于分析市场营销研究中的诸多问题,并且能够揭示出更多有用的量化信息,而这对于市场营销的学术研究和市场营销管理的实践都无疑是大有裨益的。     

An Analysis of Assortment Choice in Grocery Retailing

Consumers in grocery retailing commonly buy bundles of products to accommodate current and future consumption. When all products in a particular bundle share common attributes (and are selected from the same product category), the consumer is said to assemble an assortment. This research examines the impact of assortment variety on the assortment choice process. In particular, we test the prediction that consumers demand less variety for higher quality items. To investigate this relationship, we employ a flexible choice model, suitable for the analysis of assortment choice. The model, based upon the assumption that the utility of purchase of one item in an assortment depends upon the set of items already selected, allows for a general utility structure across the assortment items. We apply the model to household assortment choice histories from the yogurt product category. Substantively, we show that yogurt choice is affected by brand quality perceptions (quality-tier competition). Moreover, we show that reaction to reductions in variety (number of yogurt flavors) is mediated by brand quality perceptions. Taken together, these empirical facts paint a picture of a consumer who is willing to trade-off variety against product quality in assortment choice.     

New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and Practice

The current study compares better-fitting and worse-fitting new brand names and brand extensions on brand attitudes and choice shares across situations that differ in terms of the amount of product information available and consumer knowledge of the target product category (which had limited effects), 35[emsp4 ]mm cameras (choice-set competitors Nikon and Minolta). While brand extensions and better-fitting brands generally enjoyed more positive brand attitudes and larger choice shares, effects were moderated by product information. When information was limited to brand name and price, the better-fitting brand extension (Sony) commanded more share than did the better-fitting new brand (Optix) which in turn commanded more share than did either the worse-fitting extension (Nike) or the worse-fitting new brand (Topix). But when information on product features was added, target brands were chosen similarly across brand names where the better-fitting new brand Optix garnered slightly (non-significantly; 5%) more share than the better-fitting extension Sony. This weak preference was reversed, however, in the attitude data where Sony was rated significantly higher in liking than Optix. Two focal conclusions emerge. First, new brands can perform as well as or better than brand extensions when consumers process product information. In this study, brand-extension advantages were confined to situations of limited information processing and better fit. Second, since branding effects differed across attitudes and choice, researchers hoping to duplicate in the laboratory the types of branding effects likely to occur in the marketplace may want to expand their traditional focus on attitudes to include choice.     

赊购企业商业信用成本的优化选择:机会成本分析的一个实际应用

信用交易中的应付款项产生了商业信用资金,而商业信用资金的现金折扣通常以机会成本的形式出现。在赊销信用双方中,商业信用的机会成本可以在供货方以“财务费用”的形式表现出来,但是由于会计的责权发生制原则,这种机会成本往往在购货方的财务处理上无法记录和体现。利用连续复利原理计算商业信用成本率,并结合实际数据对现金折扣方案给出了定量化的技术经济评价。     

International Franchising Decision-Making: A Model for Country Choice

The present study examines how a number of market conditions may drive diffusion of franchising. It considers a sample of 63 Spanish franchisors operating through 2321 franchisee outlets across 20 different Latin American countries: Argentina, Brazil, Chile, Colombia, Costa Rica, Cuba, Dominican Republic, Ecuador, El Salvador, Guatemala, Haiti, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Uruguay, and Venezuela in January 2011. Results conclude that geographical and cultural distance between the host and home country, as well as the level of the host country's uncertainty avoidance, individualism, political stability, unemployment rate, market potential, and efficiency of contract enforcement, may drive the spread of international franchising. Results reinforce previous research on country choice as to the association between international franchising and the host country's unemployment rate and cultural distance, but also identify differences from other regions in some issues such as political stability. Moreover, new insights relative to the effect of market potential, individualism, uncertainty avoidance, and the efficiency of contract enforcement on international franchise diffusion are also shown.