基于柯布-道格拉斯生产函数视角的中小房地产品牌价值模型研究

房地产业品牌化发展是市场竞争下的必然选择.目前我国存在大量的中小房地产品牌,有必要从品牌自身成长发展的角度对中小地产品牌价值进行评估.着眼于品牌生命系统的作用对品牌价值的贡献,借鉴柯布-道格拉斯生产函数的逻辑表达,将决定品牌价值增长变化最主要的两个部分即消费者主观认同和品牌自身建设纳入到一个函数模型里,以行为概率理论为基础确定消费者选择品牌的概率,以生命系统理论为基础确定品牌的自身建设.最后通过一个实例演示给出某房地产企业评估品牌相对价值的框架.

Model study of brand living in real estate based on the perspective of Cobb-Douglas production function

In market competition,it is an inevitable choice for real estate to be branding.At present,there are a lot of small and medium real estate brands,so it is necessary to review their brand value from the view of growth and development of brand itself.This thesis is focused on the contribution to brand value made by the influence of brand living system,deriving ideas from logical expression in Cobb-Douglas production function,which decide the two significant parts of brand value’s growth and change.They are the subjective part of the consumer’s own identity and brand building into a function model based on the theory of behavior to ensure the probability of consumer’s choice to brand,and based on living system to confirm brand’s self-construction.In the end,an example is presented to show the framework to value brand relative value in a real estate business.