不同竞争反应下价格促销对品牌资产的影响研究.pdf

主题：品牌管理 不同竞争反应下价格促销对品牌资产的影响研究 摘 要 品牌资产作为重要的无形资产，营销策略都影响它。价格促销 虽能增加短期销售，却对品牌资产造成一定影响。本文探讨在不同竞争反 应下，两个梯队的品牌资产受价格促销的影响。研究表明，对不同梯队的 品牌，价格促销对品牌资产的影响存在差异；在不同竞争反应下，其影响 也存在差异；除非所有品牌都做促销，其影响都是负面的。 关键词 品牌资产，价格促销，竞争反应，高(低)资产品牌，品牌梯队 1 The Research on the Impact of the Price Promotion to the Brand Equity under Different Competitive Response Wang Xinxin①, Yang Defeng② (School of International Business Administration, Shanghai University of Finance Economics, Shanghai200433, China) ① Wang Xinxin, professor, School of International Business Administration, Shanghai University of Finance Economics, E-mail: wxx777@. Address: Room 202, No. 16, Alley 99, Guoquan East Road, Shanghai200433, China. Tel: Fax : 021 E-mail: wxx777@. ② Yang Defeng, Ph. D. Candidate, School of International Business Administration, Shanghai University of Finance Economics, E-mail: yangdefeng@163.com. Abstract Brand equity as one of important intangible asset, marketing mix all influence it. Price promotion increase sales in short term, but have some affect to brand equity. The paper explores two brand tiers brand equity influenced by price promotion in different competitive response. The research shows that for different tier brand the affect that price promotion to the brand equity is different, and in different competitive response, the affect is also different, the affect to the brand equity are all negative except all the brands promotion in the