CAJ | 학술논문

随着品牌意识的逐步增强，消费者更愿意选择具有品牌效应的商品。文章以空间差异化分析模型为基础，引入消费者品牌意识变量，建立了一个新的产品差异化模型。依靠于参数情况，给出了消费者强、弱、一般三种典型的品牌意识下产品质量特性竞争的纳什均衡类型。结果表明，消费者对某类商品品牌意识越弱。产品之间越会差并化，低质量特性产品所获得的市场份额及其利润也会越大。而随着消费者品牌意识增强，零售商越愿意提供高质量特性的产品，其对应的市场份额及其利润也会越大。这从而解释了在消费者品牌意识较弱的产品品类中，零售商发展低质量自有品牌产品的原因。
수착품패의식적축보증강，소비자경원의선택구유품패효응적상품。문장이공간차이화분석모형위기출，인입소비자품패의식변량，건립료일개신적산품차이화모형。의고우삼수정황，급출료소비자강、약、일반삼충전형적품패의식하산품질량특성경쟁적납십균형류형。결과표명，소비자대모류상품품패의식월약。산품지간월회차병화，저질량특성산품소획득적시장빈액급기리윤야회월대。이수착소비자품패의식증강，령수상월원의제공고질량특성적산품，기대응적시장빈액급기리윤야회월대。저종이해석료재소비자품패의식교약적산품품류중，령수상발전저질량자유품패산품적원인。
Increasing brand perception may effect the pleasure of consuming a branded merchandise. Based on the differentiation model, the paper established a new model of product differentiation by introducting the variable of consumer brand perception. Depending on the parameter constellation we and three equilibria under consumer strong, weak and the general brand perception. The results show that the less consumers are coneerned about brand, the more differentiation retailers make their products, the retailers providing the low quality product have a greater market share and profits. With increasing consumer brand perception the retailers are willing to provide more high quality products, and can have a greater market share and profits. In turn, this explains the cause that there are still the problems of consumer fraud under consumer weak brand perception.