摘要
品牌是市场经济中的重要现象,消费者利用品牌来区分产品,厂商利用品牌来获取更大利润。但是,目前对品牌现象的研究还是停留在管理学的层面上,主要是品牌竞争、品牌管理与品牌价值评估等方面上的实务性研究。尝试将品牌纳入经济分析的视野,实现管理学与经济学的有机结合。
Brands are the common phenomenon of the modern economy with which the consumers differentiate similar products, and with which the suppliers gain more profits than otherwise. However, the existing literatures are mostly about the perspective of the management, focusing on subjects such as how to compete by brands or how to undertake brand management. The paper tries to conduct an economic analysis of brands to integrate the management science with economics.
出处
《管理科学》
CSSCI
2004年第4期94-96,F003,共4页
Journal of Management Science
关键词
品牌
经济分析
沉没成本
Brands
Economic analysis
Sunk costs
