消费者选择理论的重构——品牌与数量选择的两步法经济分析

传统经济学中的消费者选择理论中的效用函数只考虑了商品数量对效用的影响，而在品牌时代，随着可供选择的多样化，消费者在选择数量之前必然首先对品牌做出选择。因此可分两步来构建消费者选择理论：第一步是研究品牌与选择行为，消费者依据约束条件下选择成本最小化原则进行品牌选择；第二步是数量与选择行为，消费者依据约束条件下的效用最大化原则进行数量选择。将这两方面结合起来，可以重新构建品牌时代较为完整的消费者选择理论。

Reconstruction of the Theory of Consumers' Choice——two Steps Economic Analysis of Brand and Quantity Choice

It is only considered that quantity affect utility in the utility function of the theory of consumers' choice of traditional economic.However,in brand times,consumers have to choose brand before quantity choice.We reconstruct the theory of consumers' choice from 2 steps.The first is to analyze brand and the choice behavior under the hypothesis of minimization of the cost of choice.The second is to analyze quantity and the choice behavior under the hypothesis of maximization of the utility.