企业品牌资产交易费用本质及其双边投资模型

分析了企业品牌资产交易费用的本质,指出,品牌资产核心功能是降低交易费用,消费者专用资产与企业产品市场占有率相交时,品牌投资有均衡解。从微观意义看,品牌资产由消费者专用资产构成,企业品牌投资不仅仅是增加产品销售量,更重要的是增加消费者的专用资产。从社会角度看,品牌资产构建了一个不是由企业主而是由消费者分散决策的效率机制,保护这一效率机制的有效运行是政府的重要职责。

On the Nature of the Transaction Costs and a Bilateral Investment Model of Corporate Brand Equity

Analyzing the nature of the transaction costs of corporate brand equity,the essay points out that the key function of brand equity is to reduce the transaction costs,and brand investment is in an equilibrium solution when consumer specialized asset and corporate market share are crossing.From the micro perspective,brand equity is formed by consumers' specialized asset.It increases not only product sales but also the consumers' specialized asset.From the social perspective,an efficiency mechanism of brand eq...