基于自我实施的品牌契约性研究

【作者】 潘国军；

【导师】 刘卓林；

【作者基本信息】 南京理工大学 ， 产业经济学， 2004， 硕士

【摘要】 品牌发展是不平衡的。本文根据经济学划分物品属性的一般理论，可以把品牌界定为一种“准俱乐部”物品，具有自身的内在性质和外在治理结构，即基于俱乐部范式的网络治理。同时，品牌本身又是一种契约安排，来协调复杂的交易关系。在现代交易关系中，交易各方特别是消费者的身份和地位都在发生转变，这使得人们不得不重新审视品牌“契约性”安排的作用。 品牌的这种“公共协议”的自我实施特性会影响交易各方的权利特别是控制权的配置，而这种权利的配置的变化又会反过来影响品牌契约安排。这样一来，品牌契约必然产生一种与众不同的“资本性”和“专用性”，来加强自身的交易地位，并且会在关系结构和行为策略中体现出来。更多还原

【Abstract】 The development of brand is imbalanced. In this paper, the brand is classified into the "quasi-club" commodity according to the general economics theory and has its special internal nature and external governance structure that is "network governance based on club paradigm". At the same time, brand itself is one of contract arrangements to collaborate complicated transaction relations. In the modern transaction relations, the status transition of the transaction members, especially customers, has taken place greatly. We have no alternatives but to fix eyes on the contract attributes of the brand.The self-enforcing attribute of public contract has great impact on the power structure of the transaction members, especially on the control power, and vice versa. So the brand contract gives rise to the different capital attributes and specialization so as to strengthen its status, which is embodied in the relation matching structure and behavior tactics. .更多还原