CAJ | 학술논문

本文应用品牌经济学理论,从品牌效用入手,分析品牌的物质利益和情感利益两个要素,认为品牌效用由物质效用和情感效用构成,并从物质利益和情感利益随时间而减弱的特点,推导品牌信用度随时间是趋于下降的,因此,需要在这一过程中实施正确的品牌策略。在此基础上,引入需求品牌策略弹性概念,论证了不同品牌策略效果：在产品消费末期实施品牌策略效果要好于初期;新品类实施品牌策略效果要好于老品类。最后,通过构建品牌信用度和品牌策略动态模型,进一步验证上述推论,并提出品牌实现动态利润最大化的条件,即品牌信用度边际成本等于品牌策略引起的未来时期品牌边际利润贴现值之和。
본문응용품패경제학이론,종품패효용입수,분석품패적물질이익화정감이익량개요소,인위품패효용유물질효용화정감효용구성,병종물질이익화정감이익수시간이감약적특점,추도품패신용도수시간시추우하강적,인차,수요재저일과정중실시정학적품패책략。재차기출상,인입수구품패책략탄성개념,론증료불동품패책략효과：재산품소비말기실시품패책략효과요호우초기;신품류실시품패책략효과요호우로품류。최후,통과구건품패신용도화품패책략동태모형,진일보험증상술추론,병제출품패실현동태리윤최대화적조건,즉품패신용도변제성본등우품패책략인기적미래시기품패변제리윤첩현치지화。
From the brand utility,this paper adopts the brand economics theory,analyzes two brand＇s elements of material interests and emotional interests, considers that the brand utility is constituted by material utility and emotional utility,and derives that brand credit degree will come down with time from the feature of material and emotional interests decreasing with time.Therefore,the correct brand strategy is needed to implement in the process.On this basis, it demonstrates the different effects of brand strategy by the introduction of the concept of brand strategy elasticity of demand： the effect of the brand strategy implementing in the end of consumer product is better than the first;the effect of new category＇s brand strategy implementing is better than the old category＇s.Finally it verifys further the above inferences by building the dynamic model of brand credit degree and brand strategy and makes dynamic conditions of the brand profit-maximizing,that is to say,the marginal cost of brand credit degree is equal to the sum of discounted value of brand＇s margin profits that is caused by the brand strategy in the future periods.