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Jingdong book

市场结构的品牌经济分析:以中国电冰箱行业的品牌竞争为例

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市场结构的品牌经济分析:以中国电冰箱行业的品牌竞争为例

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《市场结构的品牌经济分析:以中国电冰箱行业的品牌竞争为例》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。具体表现为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。《市场结构的品牌经济分析:以中国电冰箱行业的品牌竞争为例》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的创新来源。
Author Description

胡志刚,湖北汉川人.MBA,经济学博士。在知名跨国公司从事品牌推广和市场营销管理工作十多年。
笃于实务,孜于思辨。多年来,不断将企业实践上升为理论研究,先后发表品牌经济学、营销管理类论文三十余篇。
性崇“知行合一”,虽不能至,心向往之。
Catalogue

第1章 导论
1.1 问题的提出
1.2 市场结构相关研究述评
1.3 研究思路与研究方法
1.4 研究框架与内容
1.5 创新点与不足
1.6 本章小结

第2章 问题的展开
2.1 引言
2.2 市场结构的理论发展回顾
2.3 市场结构分析范式演进的动因分析
2.4 本章小结

第3章 市场结构决定的品牌经济模型
3.1 品牌视角下的市场结构决定
3.2 基于品牌的市场结构描述指标
3.3 市场结构决定的品牌因素分析
3.4 本章小结

第4章 品牌集中度的度量研究
4.1 品牌集中度模型
4.2 品牌集中度演进分析
4.3 现实解释1:中国电冰箱行业集中度演变
4.4 现实解释2:搜索引擎市场的“百度”、“谷歌之争”
4.5 本章小结

第5章 品牌需求价格弹性与市场份额关系研究
5.1 问题的提出
5.2 品牌需求函数与消费者品牌定价模型
5.3 研究假设与实证设计
5.4 实证模型与结果
5.5 发现与解释
5.6 中国消费者电冰箱购买行为的调查分析
5.7 本章小结

第6章 品牌分异度及其对市场结构的影响研究
6.1 看到的现象:品牌集群与市场结构松散化
6.2 相关研究文献
6.3 品牌分异度
6.4 品牌分异的驱动因素
6.5 品牌分异的价格行为分析
6.6 本章小结

第7章 品牌壁垒及其对市场结构的影响研究
7.1 看到的现象
7.2 问题的提出
7.3 产品分配效率与品牌壁垒
7.4 品牌壁垒的特点
7.5 若干现实解释
7.6 本章小结

第8章 简要总结及研究展望
8.1 简要总结
8.2 研究展望
参考文献
附录
后记

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