品牌作为进入壁垒的经济学分析

进入壁垒是新厂商进入特定产业（市场）所面临的一系列障碍,它是影响市场结构的重要因素。传统产业经济学研究的进入壁垒一般基于厂商的非对称优势壁垒（如规模经济、产品差异化等）或制度性壁垒（如政策、法律等）。但是,在高度市场化和宏观产业政策一定的条件下,非对称优势和制度性因素都无法真正成为阻碍厂商进入的壁垒。在消费者选择条件下,由品牌构筑起的进入壁垒将成为厂商竞争最重要的壁垒形式之一。

Economics Analysis on the Brand as the Entry Barrier

Entry barrier is a series of obstacles the new manufacturer facing when they enter the specific industry(market),it is the important attribute affecting the market mechanism.Entry barrier researched by the traditional industry economic is generally based on the asymmetrical superiority barrier of manufacturers(such as scale economy,product variation)or institutional barrie(rsuch as policy,law and so on).But,under the condition of high marketability and certain macroscopic industrial policy,the asymmetrical ...