论品牌逆淘汰现象及其治理

【摘要】 品牌逆淘汰不仅给消费者带来了巨大的经济损失,更给经济秩序和社会风尚造成了极大的负面影响。品牌逆淘汰是市场经济中违反正常竞争规则、违背协议道德的非理性行为,往往表现为品牌失信。它源于市场竞争规制失范,协议道德失守,也受制于社会的潜规则。要根治品牌逆淘汰,除了强化政府对商业环境的治理,重塑合理的、有序的"竞争空间",还要全社会共同努力,净化社会风尚。更多还原

【Abstract】 The brand adverse elimination not only gives the consumers huge economic losses,but also causes a great deal of negative impacts to the economic order and social morals.The brand adverse elimination,an irrational behavior violating the normal rules of competition in the market economy and contrary to the morals by agreement,often manifests as a breach of brand promise.It stems from the anomie of market competition regulations and the nonobservance of morals by agreement,and is subject to the social latent rules.In order to affect the radical solution to brand adverse elimination,the governments should strengthen their governance of the business environment to remodel a reasonable and orderly" competitive space".The joint efforts of the whole society are also involved for the purification of the social conducts and morals.更多还原