工业品牌敏感性理论解析——基于风险视角

发布时间：2018-03-21 17:24

本文选题：理论解析　切入点：工业品牌　出处：《经济问题探索》2014年12期 　论文类型：期刊论文

【摘要】：本文旨在探究对工业品牌敏感性的理论解析。对品牌化的理论解析学术界存在两种流派,一种是认知心理学派;一种是信息经济学派。本文先以Keller的CBBE模型为例,说明聚焦于感知质量的认知心理学派对消费品牌化的理论解析是适宜的,而对工业品牌化是不适宜的;之后,揭示了信息经济学派品牌化理论解析背后的逻辑:先通过"旧车困境"指出新古典经济学的"顽疾",然后分析工业品的无形性特征会引发信息问题,通过分析认为品牌能够克服"顽疾",成为有效的制度安排,并引用模型例证说明信息经济学派的品牌化理论解析;然后,文章遵循信息经济学派的理论范式,聚焦于感知风险,运用经济学不确定性分析模型,将工业品购买者面对无形性带来的风险分为风险规避、风险中性和品牌偏好三种情况,在微观层面对工业品牌敏感性进行了理论解析。
[Abstract]:The purpose of this paper is to explore the theoretical analysis of industrial brand sensitivity. There are two schools of theoretical analysis of brand, one is cognitive psychology school, the other is information economy school. This paper takes Keller's CBBE model as an example. It shows that the theoretical analysis of cognitive psychology party consumption brand focusing on perceived quality is appropriate, but not suitable for industrial brand. This paper reveals the logic behind the brand theory analysis of the school of information economy: first pointing out the "stubborn disease" of neoclassical economics through "the dilemmas of old cars", and then analyzing the intangibility of industrial products will lead to information problems. Through the analysis, the author thinks that the brand can overcome the "stubborn disease" and become an effective institutional arrangement, and uses the model to illustrate the brand theory analysis of the school of information economy. Then, the article follows the theoretical paradigm of the school of information economy and focuses on perceived risk. By using the uncertainty analysis model of economics, the paper classifies the risks of industrial product buyers into three situations: risk aversion, risk neutrality and brand preference, and analyzes the sensitivity of industrial brands at the micro level.
【作者单位】：上海财经大学;
【基金】：国家社科基金项目:提高农村居民消费水平实证研究(项目号:10CGL028) 上海财经大学博士研究生创新基金项目:工业品牌敏感性研究(批准号:CXJJ-2012-345),主持人:詹刘满
【分类号】：F273.2;F713.55;F224

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