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以选择成本为起点探讨品牌经济学是一个新的视角,与科斯、张五常等新制度经济学者提出的“交易费用”、“制度费用”参互以求,解读选择成本在品牌选择时的影响更是少有深入研究。由于选择成本和交易费用的存在性,会对传统经济学理论中的效用最大化原则即Max U(x,y)(1)、s.t.PX·X+PY·Y≤m(2)这两个条件发生微妙的影响。研究品牌选择成本,还需涉及效用理论的范畴。传统的效用理论如基数和序数理论对于品牌经济学而言,有着极大的缺陷性,因此借用品牌效用理论和品牌效用函数等分析工具,为研究品牌经济学、品牌选择成本增添了一种新动力、新思路。
Choosing the cost as the starting point to explore brand economics is a new perspective, and Coase, Zhang Wuchang and other new institutional economists put forward “transaction costs ”, "system costs The impact of choice is less in-depth study. Due to the existence of choice cost and transaction cost, the two principles of maximizing utility (Max U (x, y) (1), stPX · X + PY · Y≤m (2) Conditions have subtle effects. Study the cost of brand choice, but also related to the scope of utility theory. Traditional utility theory such as cardinality and ordinal theory has a great flaw for brand economics. Therefore, borrowing the analysis tools such as brand utility theory and brand utility function adds a new dimension to the study of brand economics and brand choice cost Power, new ideas.