基于顾客让渡价值的异地品牌消费经济价值分析

摘要

在品牌消费市场存在着本地和异地二元市场的情况下,企业因发展需要会不断寻求顾客让渡价值与企业让渡价值的均衡值。企业的发展行为会改变产业的市场格局和竞争状态,进而影响市场价格的波动。当激烈的市场竞争造成企业让渡价值小于零的情况时,通过分析和认识品牌消费价值的组成,企业可以通过品牌价值交换平台来分别评估和出让各自的异地市场,以本地消费市场的扩大来变相实现异地品牌消费市场的价值,从而实现顾客让渡价值与企业让渡价值的再均衡。%Under the situation of the co-existence of local and non-local brands,enterprise would,out of their growth needs,seek an equilibrium value between the customer delivered value and enterprise delivered value.The development behavior of enterprises will change the industrys market structure and competitive state,thereby affecting the market price fluctuations.When enterprises delivered value reaches less than zero under the fierce market competition,the composition of the branded consumer value could be analyzed and understood,their own non-local markets could be assessed and sold through the brand value exchange platform,and the value of non-local brand consumer markets could be disguised by expanding the local consumer market.As a result,a new balance between customer delivered value and enterprise delivered value would result.