东北师范大学本科毕业论文格式.docVIP

本科毕业论文 （毕业论文题目） 学生姓名： 指导教师： 所在学院： 所学专业： 中国·长春 20 年 月 摘 要 知识经济时代，创新是一个不变的主题。品牌创新是营销创新的一部分。品牌作为企业专有的信用符号，传递给消费者的实际上是一种信用。如果将品牌信用也作为影响消费者均衡和厂商均衡的因素之一，那么引入品牌信用后，消费者均衡和厂商均衡必然会发生一定的变化，从而引起整个社会福利的变化，本文通过建立消费者均衡模型和厂商均衡模型，分析了由于消费者和厂商都有“趋利避害”的本性，所以新的消费者均衡中消费者追求的是选择成本的最小化，厂商追求的是利润最大化。根据这一点来论证引入品牌信用之后新的消费者均衡和新的厂商均衡以及它们同时均衡所需要的条件都是要求品牌信用达到最大，并且此时整个社会的福利会有所增加，从而得出品牌创新应该要使品牌信用度得到提高，这便是品牌创新的核心所在，把这一点作为企业实施品牌创新策略的依据。同时，提出品牌创新可能走入的误区。通过品牌信用度模型，根据信用因子的作用机制，论述了其中几个品牌因子对品牌信用的影响，引导创新企业走出创新误区。 关键词：品牌创新 品牌信用度 选择成本 均衡 Analyze of economics about the brand innovation Abstract When we arrive the times of information and ecnomics,we have an unchangeable topic which is innovation. Brand innovation is a part of marketing innovation. Brand is a special symbol of enterprise,it practicality gives consumers brand credit. If we think that brand credit is a factor of influence the consumer’s equilibrium and the manufacturer’s equilibrium,we can bring brand credit into the consumer’s equilibrium and the manufacturer’s equilibrium,then we find that the equilibrium changes,at the same time,the society welfare also changes. We can found a model of the consumer’s equilibrium and the manufacturer’s equilibrium and analyse that consumer’s equilibrium is their minimum choice cost and manufacturer’s equilibrium is their maximal profit,because consumers and manufacturers’ nature of incline to advantage and shift of harm. We demonstrate that the new consumer’s equilibrium and the new manufacturer’s equilibrium demand the brand credit reach the maximum,the society welfare increase. So we concluse that improve the brand credit is the hardcore of brand innovation. We according the conclusion as the enterprise make brand innovation. At the same time ,we discuss the mistake of brand innovation,and recur to the model of brand credit ,and discuss the action of credit factor. In order to lead the innovation enterprise go out the mistake. Key words : brand innovation brand credit choice cost equilibrium