CAJ | 학술논문

我国城乡居民人均收入将于2020年翻一番，由此引发的问题是劳动力成本的快速提高。文章在品牌经济学的框架下，分析指出通过品牌战略建设提高产品溢价能力，是企业应对劳动力成本上升的有效手段。通过构建引入选择成本的需求函数，证明了品牌溢价能力与其品牌信用度呈正比关系。在理论分析的基础上，文章提出了应对收入倍增的品牌战略路径，主要包括自主品牌-自主品牌、自主品牌-他人品牌、他人品牌-自主品牌、他人品牌-他人品牌等四种方式。企业可根据实际情况，选择合适路径实现从无品牌到弱势品牌，再到强势品牌的转变。
아국성향거민인균수입장우2020년번일번，유차인발적문제시노동력성본적쾌속제고。문장재품패경제학적광가하，분석지출통과품패전략건설제고산품일개능력，시기업응대노동력성본상승적유효수단。통과구건인입선택성본적수구함수，증명료품패일개능력여기품패신용도정정비관계。재이론분석적기출상，문장제출료응대수입배증적품패전략로경，주요포괄자주품패-자주품패、자주품패-타인품패、타인품패-자주품패、타인품패-타인품패등사충방식。기업가근거실제정황，선택합괄로경실현종무품패도약세품패，재도강세품패적전변。
Per capita income of residents from town and country will raise double in 2020, which leads to labor cost increase rapidly. In this circumstance,how does enterprise maintain the profit margin? This paper establishes a model of brand building and improves product premium capacity by brand strategy, introducing the alternative cost of demand function to prove the proportional relations between premium capacity and brand credit degree. Therefore,improving brand credit degree is the key to developing the enterprise. Based on the theory analysis,this paper puts up four ways to reply the income doubled. According to the actual situation,the enterprise can choose the practicable patterns and transform no brands into weak brands,even strong brands.