品牌品类扩张边界的经济分析:基于选择成本分析范式

基于选择成本分析范式,通过引入品类相似系数这一新概念,构建数理模型,分析品类扩张的内在机制。结果表明,品类数量的增加将有利于品牌需求量的提高,但由于消费者选择成本的存在,品类数量的进一步增加将会降低品牌信用度,造成选择成本的增加,从而抑制需求量的扩大,最终品类数量和品牌需求量将会趋向于均衡状态,存在品牌品类扩张的边界。

Economic Analysis of Category Expansion Boundary of the Brand:Based on Analysis Paradigm of Choice Cost

Based on analysis paradigm of choice cost,this paper constructs the model to analyze internal mechanism of category expansion by introducing new concept of category similarity coefficient.The results show that increasing in category number is beneficial to increase brand demand,but further increasing in the number category will reduce brand credit degree because of consumers’ choice cost,which increases choice cost and restrains demand expansion,and the number of categories and brand demand tend to equilibrium.That is to say,there exists category expansion boundary of the brand.On this basis,this paper explains reality to verify the theory and proposes three category expansion strategies of creating new differentiated category,multi-brand,shrinking category.