企业品牌资产的双边投资模型——基于消费者交易费用的角度

20世纪80年代以来，无论是实业界还是学术界，品牌资产始终是研究的一个热点，但在以往的研究中，从管理学、营销学角度出发的应用研究和经验研究较多，而从经济学层面进行的理论研究较少。品牌资产核心功能是降低交易费用，消费者专用资产与企业产品市场占有率相交时，品牌投资有均衡解。从微观意义看，品牌资产的本质由消费者专用资产构成，企业品牌投资不仅仅是增加产品销售量，更重要的是增加消费者的专用资产。从社会角度看，品牌资产构建了一个不是由企业主而是由消费者分散决策的效率机制，保护这一效率机制的有效运行是政府的重要职责。

A Bilateral Investment Model Based on the Consumer Transaction Costs of Brand Equity

Brand equity research is always a hotspot for the businessmen and academia since 1980s.Previously,brand equity research from the perspective of management and marketing is more than the study from the aspect on economics.In this paper,the key function of brand equity is to reduce the transaction costs,and brand investment is in an equilibrium solution when consumer specialized asset and corporate market share are crossing.From the micro perpective,brand equity is formed by consumer specialized asset.It not only increases product sales but also consumer specialized asset.For another,from the social perspective,an efficiency mechanism of brand cquity is formed by consumer disperse decision but not by the business.As a result,it is the important duty for the government to protect the effective operation of this efficiency mechanism.