连锁经营共生机制探究

从消费者角度出发,分析连锁经营共生机制及成功条件后就会发现,连锁经营共生会降低消费者在选购过程中的交易成本和选择成本。由于连锁经营厂商选择具有合适条件的其他品牌相互作用、相互影响构成共生体,因而能够提高共生体品牌信用度,降低消费者选择成本,提高连锁经营厂商市场需求量。连锁经营共生成功的条件有二:第一,连锁经营厂商就近选择与自身品类相匹配的共生客体品牌;第二,连锁经营厂商尽量选择具有高品牌信用度或高于自身品牌信用度的共生客体品牌。连锁经营共生案例也验证了相关结论的正确性。

The Study of Chain symbiotic mechanism

From the consumer point of view,this paper analyzes the chain symbiotic mechanism and conditions for success.This paper considers that the chain symbiosis can reduce the transaction cost and choice cost in the process of consumers purchasing,and its essence is that the chain firm chooses other brands with the appropriate criteria for influencing each other to constitute a symbiont,which enhances brand credit degree of the symbiont,reduces choice cost of consumers,and increases market demand of the chain firm.Through further analysis,this paper demonstrates the chain symbiotic conditions for success: the first is the chain firm should choose the nearest symbiotic object brand with the category matching its own,and the second is the chain firm trys to choose symbiotic object brand with high or higher than their own brand credit degree.On this basis,this paper explains the chain symbiotic cases in reality,verifys the correctness of the relevant conclusions,and provides advice and strategies for the chain symbiosis.