网络品牌与实体品牌的关系研究——基于交易费用的品牌经济学分析

厂商是否建立网络品牌在理论和现实中具有很大的不确定性.构建消费者选择模型进行数理分析发现:只有当厂商面对的目标顾客消费单位数量的网络品牌效用大于或等于实体品牌效用时,厂商才有建立网络销售渠道的动机.在此基础上引入交易费用变量构建厂商销售模型的进一步研究表明:实体品牌厂商建立网络品牌后,若单位网络品牌产品的交易费用大于单...

Analysis of the Relationship between Network Brand and Physical Brand Based on the Brand Economics of Transaction Costs

Whether firms establish a network brand has a great uncertainty in the theory and reality,but the mathematical analysis by building a consumer choice model shows that when the network brand utility of firms' target customers that consume one unit product is greater than or equal to the physical brand utility,the firms have an incentive to construct an online sales channel.On this basis,by introducing the transaction costs variable to establish firms' sales model,the analysis proves that after firms with phy...