| The wave of the new consumer trends swept through China rapidly. The middle class the biggest supporters of this trend has great consumption potential. The trends has unlimited extension, because the innovation of enterprises are infinite, the emotional needs of consumers is also endless. Our Chinese enterprises should not be a outsider, watching the multinationals dividing this big cake. For Chinese company and brand-building leader, the new trends offers us opportunities to develop new markets, improve the brand vitality to narrow the gap of the advanced countries. How to use this chances to reduce the gap become the primary problem for us.Through the observation of the facts, I put forward questions, then from both supply and demand to explore a new reason for the rise of the trends. According to the brand perspective of economics analysis, the paper introduce the brand into the demand law to accurately depict the relationship between brand and human behavior at the new trends by choice cost paradigm. At the same time, the introduction of the brand into demand curve as a economic theory to explain the basic to the brand as the core elements of the consumer choice theory, theory of manufacturers evergrowing profitability, the portrait of a brand and consumer choice behavior, build a brand economic theory framework, providing a new way of thinking and strategy of brand building for Chinese enterprises .First, I analysis the relationship between a new luxury goods and consumer behaviors, pointing out the meaning of brand building at the new trends. In this paper, the economic analysis of the brand for the enterprise to provide a practical strategy for brand building. I advance the concept of choice cost and differentiate it from transaction cost. Paradigm from the analysis of the core areas, the limitations of human choice behavior conditions, the fundamental theorem and its application on brand building and business development for the economics of brand and the marketing brand research conducted a comparative study of the paradigm.Second, the brand and consumer choice behavior of economic analysis. Mainly include: firstly I introduce the brand into the the demand curve and their economic analysis according to choice cost, initially established the theoretical basis for the brand of economics; Secondly,I reconstruct the consumer choice theory based on the front exposition, considering the brand choice and quantity choice at the same time; Finally, combined with trade up trends analysis of choice cost changes on the impact of market demands.Third, the economic approach to the brand building and firm development. In the part I research three issues concerned about: firstly, I use choice cost paradigm to explain the sequential entry advantages of the brand, On thebasis of the economic analysis I put forward the practical brand strategy is not imitation & following but opposition & symbiotic growth that enables our Vulnerable firm to be stronger. Meanwhile I establish a strategy framework of opposition & symbiotic growth, providing constructive idea for our company; Secondly, I set up brand credit function, put Victoria's Secret as an example, Specificly explain how to reduce the choice cost of consumer from six elements of brand view to win the trust of consumers in order to increase market share; Thirdly, on the basis of the analysis proved that the excess information at the new trends, customers' choice behavior under the brand selection is rational, I establish a demand function model with category demand intensity coefficient, brand building with brand credit degree introduced to research the mechanism of decision of the firm's share and apply the model to explain and predict a lot of reality.General speaking, my research is actually the extension and application of price theory, choice cost paradigm advanced by Sun Yueyao etc on brand building at the new trends . It is a branch of brand economic theory as a whole system. That is the most important Innovation of the paper. |
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