| 基于产业链的品牌联合 |
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| 引用本文： | 许基南.基于产业链的品牌联合[J].经济管理,2008(1):59-64. |
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| 作者姓名： | 许基南 |
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| 作者单位： | 江西财经大学工商管理学院,江西南昌330013 |
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| 基金项目： | 国家社科基金项目：“建设现代农业问题研究--特色农产品区域品牌创建研究”（07BJY117）. |
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| 摘 要： | 本文运用博弈论的库诺特模型实证分析品牌联合的经济学意义，提出了基于产业链的品牌联合的划分类型；分析了品牌联合的作用：品牌联合导致的排挤行为与进入壁垒能实现规模经济，能更好地表明产品的品质或特性，能降低促销费用．能提高品牌资产价值。并根据品牌联合的风险．提出了实施品牌联合的要点。
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| 关 键 词： | 产业链 品牌联合 品牌资产 |
| 文章编号： | 1002-5766（2008）01-0059-06 |
| 收稿时间： | 2007-10-09 |
The Cobrand based on the Industry Chain |
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| XU Ji-nan.The Cobrand based on the Industry Chain[J].Economic Management,2008(1):59-64. |
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| Authors: | XU Ji-nan |
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| Institution: | XU Ji-nan (Business School of Finance , Economics University of Jiangxi,Nanchang,Jiangxi,330013,China) |
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| Abstract: | This text has studied the economic significance of the cobrand by Corunot mode of the game theory,has brought forward the cobrand type based on the Industry chain,has analyzed the cobrand effect:to led exclusion acts and entry barriers,to achieve economies of scale, better surface prescribed product quality or features,to reduce marketing costs,to enhance brand value of the assets;according to the cobrand risks,how to implementation of the cobrand elements. |
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| Keywords: | industry chain cobrand brand assets |
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