市场结构的品牌经济分析
发布时间：2018-07-29 06:31
【摘要】：作为对市场内厂商规模分布特征、厂商行为及相互影响关系的研究,市场结构问题是现代产业组织理论的重点内容之一。从结构外生论、绩效决定论到行为决定论,包括哈佛学派、芝加哥学派在内的各主要经济学流派均侧重于从厂商角度研究市场结构,致使对于市场结构的形成无法给出令人满意的解释。本文以品牌经济学范式为分析框架,将研究的视角从厂商转移到消费者,第一次从消费者选择行为的角度研究了市场结构的决定问题。在过剩经济条件下,无论厂商的市场分额增减,还是彼此之间的竞争关系,其最终的决定因素皆是源自于消费者的选择。因此,深入研究消费者选择行为的特点,以及由此所形成的品牌的作用机理,就成为了解释市场结构形成的一个更为贴近现实经济的分析路径。这就是本文的主旨：对市场结构的品牌经济分析。 首先,本文通过分析市场结构理论分析范式的演进及其驱动因素,来界定本研究在理论框架中的位置。研究发现：产业经济学及市场结构理论分析范式演进的动因是方法论创新和理论范畴拓展。具体表现新的分析工具的应用和不同经济学派对研究范畴的扩展。从经济实践看,品牌现象大量出现在现实市场经济中,品牌策略已经逐渐成为厂商竞争的主要策略性行为之一。品牌已经成为消费者选择时一个独立于价格约束的影响因素。因而,把品牌引入到市场结构的分析框架中,从厂商行为分析转向消费者行为分析。这是对经济学假设局限的改变。本文认为,引入品牌因素,实现理论范畴拓展,将可能成为市场结构理论创的新来源。 其次,对于市场结构测量的描述指标,本文提出了“品牌集中度”概念。在现实经济中,消费者选择的是品牌而不是厂商。举例说明：消费者选择的是一瓶可以满足其“祛屑”需求的洗发水(海飞丝),而不是宝洁公司,尽管这个公司品牌也同样闻名遐迩。因此,传统的市场集中度,以厂商为单元,测量其规模、分布特征等,仅仅只是说明了该行业的生产状况,而无法揭示以消费者选择为基础的真实的市场竞争状况,更无法解释以品牌为单元的市场结构的形成与变迁。这也是结构主义最为人诟病的缺陷。本文通过改进的品牌需求函数,构造出一个简单的品牌集中度模型,作为衡量市场结构的测量指标。品牌集中度,以单一品牌的市场份额为基本指标,以市场上各种品型或品类的销售额百分比为权重,对各品型或品类市场上的前几个(一般为4个)品牌的市场份额之和进行加权处理,得出整个市场的集中度。品牌集中度,不仅说明品牌在市场上的地位高低和对市场支配能力的强弱,更反映出该品牌在不同子市场上的品牌策略。这符合对消费者选择产品的一般规律的描述。本文的研究表明：基于不同的产品生命周期,品型市场规模的环比增幅越大,某一或几个品牌在该品型市场上的市场份额越大,则品牌集中度越高。反之,品牌集中度越小。 第三,本文通过实证研究,考察了消费者选择过程中品牌需求价格弹性在不同选择条件下的差异。经典的需求函数理论中认为,决定某种商品需求量的主要因素是该商品的价格(自价格),其他商品的价格(互价格)以及消费者的可支配收入。一般来说,品牌市场份额越大,其需求价格弹性越小。本研究则表明：当某一品牌在某一个品型市场上,消费者选择该品牌产品的选择成本趋近于零时,主要表现为市场份额越大且市场份额环比增幅越大,该品牌在该品型市场上的品牌需求价格弹性越大。反之,品牌需求价格弹性愈小。这表明了品牌机制作为消费者选择约束条件的作用。同时也说明了价格机制发挥作用的前提条件是选择成本为零。 第四,本文认为,品牌之间的竞争并不是在所有的市场范围和产品空间展开的,不同的品牌或品牌集群总是通过不同的品牌策略和价格策略,尽可能地扩大品牌在某一个市场区间上的市场份额。基于这一认识,本文提出了品牌分异度概念,来说明细分市场下的市场结构演变问题。在市场规模和产品空间扩大的过程中,单一品牌的扩张将使得消费者选择成本增加。因此,品牌分异或分化成为竞争的必然结果。本文的研究表明,导致品牌分异的原因主要是：在位品脾缺乏市场势力、竞争效应和市场规模的扩大。品牌分异伴随着市场浓度的下降,因而通常会引发市场结构的松散。 第五,本文基于品牌的非对称优势提出了品牌壁垒。进入壁垒是市场结构决定的重要影响因素。高集中度是保持厂商市场势力的必要条件而非充分条件。正如保罗·萨缪尔森指出的那样,如果潜在的供给弹性足够大,高集中度并不意味着垄断势力。传统产业组织理论均把规模经济、产品差异化等作为进入壁垒的主要决定因素。本文通过研究发现：规模经济和高集中度,并不必然带来高的进入壁垒。由于消费习惯和品牌认知的存在,消费者持续选择在位品牌是降低选择成本的方式之一,因而,相对于潜在进入者,在位品牌具有更低的转换成本。根据对称性,较低的转换成本,同样也就意味着较低的选择成本。因此,当在位品牌选择成本较高时,因消费者转而尝试新品牌的转换成本较低,具有较低选择成本的品牌就很容易进入该市场。 本文的主要贡献在于：(1)第一次从消费者角度研究了市场结构的形成与演变问题。品牌经济学原理的原创性在于打开了消费者选择行为的“黑匣子”,并通过“选择成本”这一概念对其进行刻画。本文在品牌经济学分析范式下,对消费者选择的对象——品牌数量分布的表述给出了全新的测量方式；对消费者选择过程的约束条件(价格机制、品牌机制)的发生机制及其对选择行为的影响方式进行了考察；由于竞争的驱动,市场存在着不断细分的冲动,本文对市场范围和产品空间内的品牌分化现象进行了研究；对于在位品牌和潜在进入者之间的竞争,本文着重分析了选择成本与品牌不对称优势之间的关系。并在此基础上提出了品牌壁垒的概念。(2)本文的研究所应用的分析框架、基本概念、学理思路,均建立在品牌经济学现有的学术成果上,体现出了较好的继承性和发展性。本文把品牌要素引入到对市场结构的分析中,为品牌的经济理论具体应用于产业(行业)分析研究建立起一个较为完整的分析框架。 纵观全文,与传统产业组织理论的市场结构分析不同,本文并没有把结构作为外生的、静态的起点,也没有结构把视为厂商之间行为的产物。本文的研究结论是：市场结构是消费者选择的结果。选择成本越低,品牌的信用度越高,则该品牌的市场份额也越大,其品牌壁垒也越高。相应地,品牌集中度也越高。
[Abstract]:The market structure is one of the key contents of the modern industrial organization theory as a study of the size distribution characteristics of the manufacturer in the market, the behavior of the manufacturer and the interaction relationship. From the structural exogeny theory, the performance determinism to the behavior determinism, including the Harvard School, the main economic schools of the Chicago school are focused on the manufacturer's corner. The study of market structure makes it impossible to give a satisfactory explanation for the formation of the market structure. This paper takes the paradigm of brand economics as an analytical framework to transfer the research perspective from the manufacturer to the consumer. The first time the market structure is determined from the perspective of consumer choice behavior. The market share increase or decrease or the competition relationship between each other, its final determinants are all derived from the consumer's choice. Therefore, the in-depth study of the characteristics of the consumer choice behavior and the mechanism of the resulting brand become a more realistic analysis path to understand the market structure. The purpose of this article is to analyze the brand economy of market structure.
First, by analyzing the evolution and driving factors of the theoretical analysis paradigm of the market structure, this paper defines the position of this research in the theoretical framework. The research finds that the motivation of the evolution of the theoretical analysis paradigm of industrial economics and market structure theory is the innovation of methodology and the expansion of the theory category. From the economic practice, the brand phenomenon appears in the real market economy. Brand strategy has gradually become one of the major strategic behaviors of the manufacturer. Brand has become a factor that is independent of the price constraints when consumers choose. Therefore, brand is introduced into the market structure. In the frame of analysis, the change from the firm behavior analysis to the consumer behavior analysis is a change to the limitations of the economic hypothesis. This paper holds that the introduction of brand factors and the expansion of the theoretical category will be a new source of market structure theory.
Secondly, for the description of market structure measurement, the concept of "brand concentration" is proposed in this paper. In real economy, consumers choose brand rather than manufacturer. For example, consumers choose a bottle of shampoo (Head and Shoulders) that can meet its "Dandruff" demand, not P & G, despite the company's brand. As a result, the traditional market concentration, using the manufacturer as the unit, measuring its size and distribution characteristics, only illustrates the production status of the industry, but can not reveal the real market competition based on the consumer choice, and can not explain the formation and change of the market structure with the brand as the unit. Based on the improved brand demand function, this paper constructs a simple brand concentration model as a measure of the market structure. The concentration of the brand is based on the market share of a single brand as the basic index, and the weight of the sales percentage of various types or categories in the market as the weight. The concentration of the market share of the first few (generally 4) brands in the product or category market is weighted, and the concentration of the whole market is obtained. The concentration of the brand not only indicates the position of the brand in the market and the strength of the market dominance, but also reflects the brand strategy of the brand in different sub markets. This is in line with the consumption of the brand. In this paper, the general description of the product is selected. The study in this paper shows that, based on the different product life cycle, the greater the increase in the scale of the product market, the greater the market share of some or several brands in the product market, the higher the degree of brand concentration.
Third, through the empirical study, this paper examines the difference between the price elasticity of brand demand and the different selection conditions in the process of consumer selection. In the classical demand function theory, the main factors determining the demand for a certain commodity are the price of the commodity (self price), the price of other goods (mutual price) and the disposable income of the consumer. In general, the greater the brand market share, the smaller the demand price elasticity. This study shows that when a brand is in a certain product market, the choice cost of the brand is closer to zero, the greater the market share and the increase in the market share ring ratio, the brand's product in the product market. The bigger the price elasticity of demand is, the smaller the price elasticity of brand demand, which indicates the role of brand mechanism as a consumer choice constraint. It also shows that the precondition for the role of the price mechanism is that the selection cost is zero.
Fourth, this paper believes that the competition between brands is not in all market scope and product space. Different brands or brand clusters always expand the market share of brand in a certain market by different brand strategy and price strategy. Based on this understanding, this paper puts forward the brand differentiation probability. In the process of the market size and the expansion of product space, the expansion of the single brand will make the consumer choose the cost to increase. Therefore, the brand differentiation or differentiation becomes the inevitable result of the competition. This study shows that the main reasons for the brand differentiation are the deficiency of the spleen in the spleen. Market power, competition effect and market scale expansion. Brand differentiation is accompanied by a decline in market concentration, which usually leads to the loosening of market structure.
Fifth, this paper puts forward brand barriers based on the asymmetric advantage of brand. Entry barrier is an important factor in the decision of market structure. High concentration is a necessary and not sufficient condition to maintain the market power of the manufacturer. As Paul Samuelson pointed out, if the potential supply elasticity is large enough, the high concentration does not mean that The theory of traditional industrial organization takes economies of scale and product differentiation as the main determinant of entry barriers. This paper finds that scale economy and high concentration do not necessarily bring high entry barriers. Because of the existence of consumption habits and brand awareness, consumers choose the incumbent brand to reduce the choice. One of the ways of cost, therefore, has lower conversion costs relative to potential entrants. According to symmetry, lower conversion costs also mean lower selection costs. Therefore, when the choice cost is high, the conversion cost of the new brand is lower and has a lower choice cost when the choice of the incumbent brand is higher. The brand is easy to enter the market.
The main contributions of this paper are: (1) the first time to study the formation and evolution of market structure from the perspective of consumer. The originality of the principle of branding is to open the "black box" of consumer choice behavior and engraved it through the concept of "choice cost". The object of the consumer choice, the representation of the number of brands, gives a new method of measurement; the mechanism of the restriction on the process of consumer selection (price mechanism, brand mechanism) and the mode of influence on the choice behavior have been investigated. The phenomenon of brand differentiation in the surrounding and product space is studied. For the competition between the incumbent brand and the potential entrants, this paper focuses on the analysis of the relationship between the selection cost and the brand asymmetry advantage. On the basis of this, the concept of brand barriers is put forward. (2) the analysis framework applied by this research, the basic concept, and the theory of Science The road is based on the existing academic achievements of brand economics, which shows good inheritance and development. This paper introduces brand elements into the analysis of market structure, and establishes a more complete analytical framework for the application of brand economic theory to the analysis and research of industry (industry).
Different from the analysis of the market structure of the traditional industrial organization theory, this paper does not take structure as an exogenous, static starting point and no structure as a product of the behavior between manufacturers. The conclusion of this paper is that the market structure is the result of consumer choice. The lower the choice cost, the higher the credit degree of the brand, the brand is the brand. The greater the market share, the higher the brand barrier. Correspondingly, the brand concentration is also higher.
【学位授予单位】：山东大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：F224;F713.55
本文编号：2151828
[Abstract]:The market structure is one of the key contents of the modern industrial organization theory as a study of the size distribution characteristics of the manufacturer in the market, the behavior of the manufacturer and the interaction relationship. From the structural exogeny theory, the performance determinism to the behavior determinism, including the Harvard School, the main economic schools of the Chicago school are focused on the manufacturer's corner. The study of market structure makes it impossible to give a satisfactory explanation for the formation of the market structure. This paper takes the paradigm of brand economics as an analytical framework to transfer the research perspective from the manufacturer to the consumer. The first time the market structure is determined from the perspective of consumer choice behavior. The market share increase or decrease or the competition relationship between each other, its final determinants are all derived from the consumer's choice. Therefore, the in-depth study of the characteristics of the consumer choice behavior and the mechanism of the resulting brand become a more realistic analysis path to understand the market structure. The purpose of this article is to analyze the brand economy of market structure.
First, by analyzing the evolution and driving factors of the theoretical analysis paradigm of the market structure, this paper defines the position of this research in the theoretical framework. The research finds that the motivation of the evolution of the theoretical analysis paradigm of industrial economics and market structure theory is the innovation of methodology and the expansion of the theory category. From the economic practice, the brand phenomenon appears in the real market economy. Brand strategy has gradually become one of the major strategic behaviors of the manufacturer. Brand has become a factor that is independent of the price constraints when consumers choose. Therefore, brand is introduced into the market structure. In the frame of analysis, the change from the firm behavior analysis to the consumer behavior analysis is a change to the limitations of the economic hypothesis. This paper holds that the introduction of brand factors and the expansion of the theoretical category will be a new source of market structure theory.
Secondly, for the description of market structure measurement, the concept of "brand concentration" is proposed in this paper. In real economy, consumers choose brand rather than manufacturer. For example, consumers choose a bottle of shampoo (Head and Shoulders) that can meet its "Dandruff" demand, not P & G, despite the company's brand. As a result, the traditional market concentration, using the manufacturer as the unit, measuring its size and distribution characteristics, only illustrates the production status of the industry, but can not reveal the real market competition based on the consumer choice, and can not explain the formation and change of the market structure with the brand as the unit. Based on the improved brand demand function, this paper constructs a simple brand concentration model as a measure of the market structure. The concentration of the brand is based on the market share of a single brand as the basic index, and the weight of the sales percentage of various types or categories in the market as the weight. The concentration of the market share of the first few (generally 4) brands in the product or category market is weighted, and the concentration of the whole market is obtained. The concentration of the brand not only indicates the position of the brand in the market and the strength of the market dominance, but also reflects the brand strategy of the brand in different sub markets. This is in line with the consumption of the brand. In this paper, the general description of the product is selected. The study in this paper shows that, based on the different product life cycle, the greater the increase in the scale of the product market, the greater the market share of some or several brands in the product market, the higher the degree of brand concentration.
Third, through the empirical study, this paper examines the difference between the price elasticity of brand demand and the different selection conditions in the process of consumer selection. In the classical demand function theory, the main factors determining the demand for a certain commodity are the price of the commodity (self price), the price of other goods (mutual price) and the disposable income of the consumer. In general, the greater the brand market share, the smaller the demand price elasticity. This study shows that when a brand is in a certain product market, the choice cost of the brand is closer to zero, the greater the market share and the increase in the market share ring ratio, the brand's product in the product market. The bigger the price elasticity of demand is, the smaller the price elasticity of brand demand, which indicates the role of brand mechanism as a consumer choice constraint. It also shows that the precondition for the role of the price mechanism is that the selection cost is zero.
Fourth, this paper believes that the competition between brands is not in all market scope and product space. Different brands or brand clusters always expand the market share of brand in a certain market by different brand strategy and price strategy. Based on this understanding, this paper puts forward the brand differentiation probability. In the process of the market size and the expansion of product space, the expansion of the single brand will make the consumer choose the cost to increase. Therefore, the brand differentiation or differentiation becomes the inevitable result of the competition. This study shows that the main reasons for the brand differentiation are the deficiency of the spleen in the spleen. Market power, competition effect and market scale expansion. Brand differentiation is accompanied by a decline in market concentration, which usually leads to the loosening of market structure.
Fifth, this paper puts forward brand barriers based on the asymmetric advantage of brand. Entry barrier is an important factor in the decision of market structure. High concentration is a necessary and not sufficient condition to maintain the market power of the manufacturer. As Paul Samuelson pointed out, if the potential supply elasticity is large enough, the high concentration does not mean that The theory of traditional industrial organization takes economies of scale and product differentiation as the main determinant of entry barriers. This paper finds that scale economy and high concentration do not necessarily bring high entry barriers. Because of the existence of consumption habits and brand awareness, consumers choose the incumbent brand to reduce the choice. One of the ways of cost, therefore, has lower conversion costs relative to potential entrants. According to symmetry, lower conversion costs also mean lower selection costs. Therefore, when the choice cost is high, the conversion cost of the new brand is lower and has a lower choice cost when the choice of the incumbent brand is higher. The brand is easy to enter the market.
The main contributions of this paper are: (1) the first time to study the formation and evolution of market structure from the perspective of consumer. The originality of the principle of branding is to open the "black box" of consumer choice behavior and engraved it through the concept of "choice cost". The object of the consumer choice, the representation of the number of brands, gives a new method of measurement; the mechanism of the restriction on the process of consumer selection (price mechanism, brand mechanism) and the mode of influence on the choice behavior have been investigated. The phenomenon of brand differentiation in the surrounding and product space is studied. For the competition between the incumbent brand and the potential entrants, this paper focuses on the analysis of the relationship between the selection cost and the brand asymmetry advantage. On the basis of this, the concept of brand barriers is put forward. (2) the analysis framework applied by this research, the basic concept, and the theory of Science The road is based on the existing academic achievements of brand economics, which shows good inheritance and development. This paper introduces brand elements into the analysis of market structure, and establishes a more complete analytical framework for the application of brand economic theory to the analysis and research of industry (industry).
Different from the analysis of the market structure of the traditional industrial organization theory, this paper does not take structure as an exogenous, static starting point and no structure as a product of the behavior between manufacturers. The conclusion of this paper is that the market structure is the result of consumer choice. The lower the choice cost, the higher the credit degree of the brand, the brand is the brand. The greater the market share, the higher the brand barrier. Correspondingly, the brand concentration is also higher.
【学位授予单位】：山东大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：F224;F713.55
【引证文献】
相关硕士学位论文 前3条
1 贺伦;独立学院品牌经营研究[D];首都师范大学;2012年
2 杨刚;基于期望差异模型的游客满意度研究[D];重庆师范大学;2012年
3 许鼎衡;众联评估公司发展品牌评估的多元化战略研究[D];安徽大学;2013年
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