考虑品牌忠诚度的追随品跨周期质量与定价决策

国际知名时尚品牌通常以其较高的质量和独特的文化价值吸引和培育众多忠诚顾客,国内同类本土品牌在追随时面临顾客黏性以及策略性消费行为的影响,如何突破既有的壁垒,吸引策略型顾客购买性价比高的本土品牌产品成为了重要课题.为此,基于时尚产品价值衰减的假设,构建了两周期竞争企业的策略性博弈模型,分析了追随企业该如何决策追随品的质量与价格.研究表明:原品顾客忠诚度越高,对其需求越有利,但对其利润却不总是有利;给定原品贬值程度,若消费者策略性较弱,追随品的利润反而可能随原品忠诚度递增,这是因为追随品价格随顾客忠诚度递增的正效应大于市场需求随之递减的负效应,促使追随品利润递增;作为追随品,收益并不是随与原品的相似度单调递增,应当保留一定程度的品牌原创性才能实现利润最大化.

Pricing and Quality Decisions of Follower Brands in Presence of Brand Loyalty

International famous fashion brands usually attract and cultivate many loyal customers with their high quality and unique cultural value. Thus, domestic follower brands have to be confronted with the effect of customer stickiness and strategic behavior. How to break through the existing barriers and attract strategic customers to buy cost-effective follower brands has become an important issue. On the basis of the assumption that fashion products have certain value depreciation, a strategic game model of competitive firms in two-period, is built to analyze how follower businesses decide their product quality and price. It is found that high brand loyalty is benefit to the leader demand, but may be adverse to its profit. Furthermore, given the value depreciation, if the strategic behavior is weak, the followers’ profit may increase with the brand loyalty. The reason is that the positive effect of follower price increasing with customer loyalty is greater than the negative effect of market demand decreasing with it, which promotes the increase of follower brand profit. In addition, a follower’s profit does not monotonically increase with its product similarity; thus it is essential for a follower to own a certain degree of brand originality in order to maximize profits.