摘要
本文在品牌经济学的框架下,通过博弈论相关方法,对授权方和被授权方在授权过程中的行为进行详细分析,由此提出促进双方共同发展的建议。对授权方而言,如何选择被授权方并使他们立足于长远角度来进行生产活动是关键;对于被授权方而言,借助强大品牌的优势能够在短时期内快速扩张,但从长远角度来看,借助品牌授权来促进自主品牌的建设是企业发展的关键。
From the perspective of brand economics, this paper analyses the behavior of the licensor and licensee through the game theory, and presents a few suggestions for their development. For the licensor, it is important to choose the proper licensee and ensure that they meet the needs of enterprise＇s long-term development. For the licensee, they could have a rapid expansion by using the powerful brand. However, the most important thing for the licensee is to develop its own independent brand.
出处
《上海商学院学报》
2013年第2期61-64,100,共5页
Business Economic Review
关键词
品牌授权
授权方
被授权方
博弈论
brand licensing, licensor, licensee, game theory
