| 快乐品牌的经济学分析 |
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| 引用本文： | 朱红红,孙曰瑶. 快乐品牌的经济学分析[J]. 财经科学, 2009, 0(2) |
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| 作者姓名： | 朱红红 孙曰瑶 |
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| 作者单位： | 山东大学经济学院,济南,250100 |
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| 摘 要： | 人类消费进入更高层次的情感消费时代,尤其以娱乐为首的快乐消费已经成为我们生活必不可缺的组成部分.消费者对快乐的需求催生了一大批快乐品牌.本文运用经济学偏好理论阐释快乐内涵、特征及产生根源,并运用品牌经济学原理对快乐品牌进行分析发现,成功的快乐品牌满足消费者对"快乐"需求这一单一利益点.快乐情感的特性决定品牌品类具有高度敏感性.正确的品牌延伸策略使得目标顾客对品牌记忆持久.
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| 关 键 词： | 快乐 情感利益 品牌经济 |
Economic Analysis on Happiness Brand |
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| Zhu Honghong,Sun Yueyao. Economic Analysis on Happiness Brand[J]. Finance and Economics, 2009, 0(2) |
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| Authors: | Zhu Honghong Sun Yueyao |
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| Affiliation: | Zhu Honghong1 Sun Yueyao2 |
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| Abstract: | Human consumption has been into the higher level of consumer sentiment age.Entertainment's rapid development hastens the birth of a large number of entertainment brands.This paper concludes existing researches,uses the utility theory to explain connotations,characteristics of happiness,and uses Brand Economics to analyse happy brand.The success of brands meet consumers' happydemand that is the single prifit point.This category has a high degree of sensitivity.The right strategy of brand extension makes cust... |
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| Keywords: | Happiness Emotional Benefit Brand Economy |
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