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Economic Model Analysis of Enterprise Brand after Introducing Personal Brand

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Author(s): Nan Sha | Min Wang | Wenhua Yuan

Journal: International Journal of Marketing Studies
ISSN 1918-719X

Volume: 2;
Issue: 2;
Date: 2010;
Original page

ABSTRACT
Regarding the hospital as a special enterprise whose output is information, this article shows that the demandcurve of the hospital rotates in a clockwise direction. That means the elasticity of the curve becomes lesser,which is useful for the hospital to implement the second-degree price discrimination. The reason is that thedistribution of the unit price that the consumer willing to pay becomes more dispersed when the informationoutcome contains personal brand and enterprise brand. The combination of the personal brand (specialist brand,etc.) and product brand (drugs made-by-the-hospital, etc.) is the base of the hospital’s brand. This articleanalyzes the relationship among the three brands under a unified framework from the aspect of the productpopularity. This article shows that the high product popularity cannot change into the actual sales revenue untilthe hospital obtains high product popularity by reflecting the consumer’s single profit point. Therefore, thisarticle suggested the enterprise to focus on the single category of their products to get the consumers’ vote (i.e.currency).
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