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笔者在界定名牌效应的基础上,运用马尔可夫分析法实证预测企业名牌效应的未来结果。研究结果表明,特定市场已被名牌产品所瓜分,其居市场主导地位;由于名牌效应作用,名牌产品的市场占有率呈上升趋势,但不同名牌在不同区域市场有各自的优势;随时间推移,在不同区域市场,各名牌市场占有率最后都能达到动态平衡,同时验证名牌的真实性和共识性。因此,企业需制定名牌战略,增加其附加价值,发挥其扩散效应,保护其专利权益,增加其规模效益。
Based on the definition of brand-name effect, the author uses the Markov-analysis method to predict the future results of the brand-name effect of enterprises. The results show that the market has been dominated by brand-name products and its market dominance. Due to the brand-name effect, the market share of brand-name products has been on the rise. However, different brand names have their own advantages in different regional markets. Over time, In different regions of the market, the market share of all brands eventually reached a dynamic balance, while verifying the authenticity of brand names and consensus. Therefore, companies need to develop brand strategy, increase their added value, to play its diffusion effect, protect their patent rights and increase their economies of scale.