引入品牌的需求曲线及其经济学分析

消费者在选择和购买时所发生的代价除了实际支付的商品价格以外,还存在选择成本。引入品牌后,品牌信用度的提高使得需求曲线发生变化,一方面在其他条件不变的情况下,品牌信用度的提高将有效地降低消费者的选择成本,消费者“趋利避害”的本性使得在任意价格下需求量增加,需求曲线右移;另一方面品牌信用度的提高使得品牌商品的需求弹性变小,需求曲线变陡峭。在此基础上,品牌信用度的提高通过改变需求曲线的位置将使得均衡价格提高,且均衡数量增加,同时将会增加消费者剩余和生产者剩余,提高社会福利水平。我们的分析也为企业摆脱“价格战”陷阱提供一个可行的思路,即通过品牌建设提高品牌信用度,使得在价格提高的条件下,需求数量增加,而只有使需求曲线改变位置方能达到最佳点。

Demand Curve with Brand: an Economic Approach

The cost of consumer's choice and purchase includes the price and choice costs. The increase of brand credit degree can change the demand curve, because it will not only decrease the choice cost effectively and make the demand curve move to the right, but also lessen demand elasticity to make the demand curve craggy. Furthermore, it will increase equilibrium price and quantity, and social welfare with increased consumer surplus and producer surplus. The paper can provide a practical means for firms to escape from the trap of price war, that is, to increase brand credit degree through brand construction by changing the place of the demand curve.