品牌商品的价值及溢价行为分析

发布时间：2018-04-17 16:51

本文选题：价值 + 市场行为　；参考：《山东大学》2008年硕士论文

【摘要】： 本文在马克思的劳动价值论的基础上,着重分析了由于生产力的不断进步,而导致价值的概念发生了一定的变化,从而在这些不断变化的理论基础上研究当今市场中由产品到商品以及现在市场中最流行的品牌商品的发展过程,更加深入的解释了品牌商品的价值理论,并在此基础上对于品牌溢价行为进行了分析。文章在第一章首先对价值的发展进行了综述,分析了在不同时期不同生产力阶段对价值论理解的不同认识。然后在后面的第二、三章通过对价值论阶段性的分析,运用前后的比较分析的研究方法,得出在新的生产力和市场环境下的品牌商品的价值理论和模型,通过模型在第四章对品牌溢价作出了解释,最后通过案例对品牌价值理论做出了实证分析。随着生产力的发展和市场的不断变化,商品的形式也越来越多样化,从最初自给自足的劳动产品发展到市场环境下的商品,又发展到今天更为流行的品牌商品,表面上看只是名称上的变化,但仔细分析却可以发现,每个词都代表着其所在时代的明显特征,当然也包含着不同的含义,其中主要的区别就在于对价值的理解的变化。产品和商品,前人已经有了比较明确的理论来解释一些市场现象,但对于品牌,人们却觉得非常熟悉却又比较空泛,因此通过本文的分析,我们能够在对前面商品价值理解的基础上加深品牌商品的认识。文章论证了在新的品牌价值理论中,品牌商品已经不是简单的生产和交换,而是在此基础上的更加有市场意义的交换效率问题。从而决定商品价值的社会必要劳动时间也不能局限在简单的生产时间,而应该更多的考虑在市场商品价值实现的交换时间。所以在社会必要劳动时间上的变化决定着商品本身价值的变化,从而会影响着市场中供给和需求的新变化。这些都是新市场环境中的新的价值理论框架,会对以往的厂商生产行为和消费者的选择行为产生影响,引起一定的变化。所以对于品牌商品价值的分析有助于厂商更加明确的指导自己产品的市场行为,同时也为消费者的选择提供了理论依据,是十分有必要的,也是很有现实意义的。文章的创新点就在于突破原有价值论的束缚,结合新的市场环境的变化,提出了在产品市场交换过程中劳动创造的新价值,区别于以前的生产过程的劳动价值。给品牌商品的关键的市场行为提供了理论依据。本文最后在马克思劳动价值论的基础上,分析了在新的市场条件中价值与品牌商品新的关系,提出了对一些品牌商品的溢价行为的解释,并结合国外知名品牌的案例做了关于品牌策略的实证分析及可行性建议。
[Abstract]:On the basis of Marx's theory of labor value, this paper focuses on the analysis of the change in the concept of value as a result of the continuous progress of productive forces.On the basis of these changing theories, this paper studies the development process from products to commodities and the most popular brand commodities in the market today, and explains the value theory of brand goods more deeply.On this basis, the brand premium behavior is analyzed.In the first chapter, the author summarizes the development of value and analyzes the different understanding of the theory of value in different periods of productive forces.Then in the second and third chapters, through the stage analysis of the theory of value and the comparative analysis method before and after, we get the value theory and model of brand goods under the new productivity and market environment.In the fourth chapter, the brand premium is explained by the model, and finally the brand value theory is empirically analyzed through a case study.With the development of productivity and the constant changes in the market, the forms of commodities are becoming more and more diversified, from the original self-sufficient labor products to the commodities in the market environment, and to the more popular brand goods today.On the surface it is just a change in name but a careful analysis shows that each word represents the obvious characteristics of its era and of course contains different meanings. The main difference lies in the change in the understanding of value.Products and commodities, predecessors have already had a relatively clear theory to explain some market phenomena, but for brands, people feel very familiar but more general, so through the analysis of this article,We can deepen the understanding of brand goods on the basis of understanding the value of the preceding goods.This paper demonstrates that in the new brand value theory, brand goods are not simply produced and exchanged, but on the basis of which the exchange efficiency is more marketable.Therefore, the social necessary labor time to determine the value of commodities should not be limited to simple production time, but should be considered more about the exchange time of the realization of commodity value in the market.Therefore, the change of social necessary labor time determines the change of commodity value, which will affect the new changes of supply and demand in the market.These are the new value theory framework in the new market environment, which will influence the manufacturer's production behavior and the consumer's choice behavior, and cause certain changes.Therefore, the analysis of brand value is helpful for manufacturers to guide their own market behavior more clearly, and it also provides a theoretical basis for the choice of consumers, which is very necessary, but also very practical significance.The innovation of this paper lies in breaking through the shackles of the original theory of value and combining with the change of the new market environment, puts forward the new value created by labor in the process of product market exchange, which is different from the labor value of the previous production process.It provides a theoretical basis for the key market behavior of brand goods.Finally, on the basis of Marx's theory of labor value, this paper analyzes the new relationship between value and brand goods in the new market conditions, and puts forward the explanation of the premium behavior of some brand commodities.And combined with the case of foreign famous brands to do empirical analysis and feasibility suggestions on brand strategy.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F014.2

【参考文献】