發(fā)布時(shí)間：2018-04-17 16:51

  本文選題：價(jià)值 + 市場(chǎng)行為　； 參考：《山東大學(xué)》2008年碩士論文

【摘要】： 本文在馬克思的勞動(dòng)價(jià)值論的基礎(chǔ)上,著重分析了由于生產(chǎn)力的不斷進(jìn)步,而導(dǎo)致價(jià)值的概念發(fā)生了一定的變化,從而在這些不斷變化的理論基礎(chǔ)上研究當(dāng)今市場(chǎng)中由產(chǎn)品到商品以及現(xiàn)在市場(chǎng)中最流行的品牌商品的發(fā)展過(guò)程,更加深入的解釋了品牌商品的價(jià)值理論,并在此基礎(chǔ)上對(duì)于品牌溢價(jià)行為進(jìn)行了分析。 文章在第一章首先對(duì)價(jià)值的發(fā)展進(jìn)行了綜述,分析了在不同時(shí)期不同生產(chǎn)力階段對(duì)價(jià)值論理解的不同認(rèn)識(shí)。然后在后面的第二、三章通過(guò)對(duì)價(jià)值論階段性的分析,運(yùn)用前后的比較分析的研究方法,得出在新的生產(chǎn)力和市場(chǎng)環(huán)境下的品牌商品的價(jià)值理論和模型,通過(guò)模型在第四章對(duì)品牌溢價(jià)作出了解釋,最后通過(guò)案例對(duì)品牌價(jià)值理論做出了實(shí)證分析。 隨著生產(chǎn)力的發(fā)展和市場(chǎng)的不斷變化,商品的形式也越來(lái)越多樣化,從最初自給自足的勞動(dòng)產(chǎn)品發(fā)展到市場(chǎng)環(huán)境下的商品,又發(fā)展到今天更為流行的品牌商品,表面上看只是名稱(chēng)上的變化,但仔細(xì)分析卻可以發(fā)現(xiàn),每個(gè)詞都代表著其所在時(shí)代的明顯特征,當(dāng)然也包含著不同的含義,其中主要的區(qū)別就在于對(duì)價(jià)值的理解的變化。產(chǎn)品和商品,前人已經(jīng)有了比較明確的理論來(lái)解釋一些市場(chǎng)現(xiàn)象,但對(duì)于品牌,人們卻覺(jué)得非常熟悉卻又比較空泛,因此通過(guò)本文的分析,我們能夠在對(duì)前面商品價(jià)值理解的基礎(chǔ)上加深品牌商品的認(rèn)識(shí)。文章論證了在新的品牌價(jià)值理論中,品牌商品已經(jīng)不是簡(jiǎn)單的生產(chǎn)和交換,而是在此基礎(chǔ)上的更加有市場(chǎng)意義的交換效率問(wèn)題。從而決定商品價(jià)值的社會(huì)必要?jiǎng)趧?dòng)時(shí)間也不能局限在簡(jiǎn)單的生產(chǎn)時(shí)間,而應(yīng)該更多的考慮在市場(chǎng)商品價(jià)值實(shí)現(xiàn)的交換時(shí)間。所以在社會(huì)必要?jiǎng)趧?dòng)時(shí)間上的變化決定著商品本身價(jià)值的變化,從而會(huì)影響著市場(chǎng)中供給和需求的新變化。這些都是新市場(chǎng)環(huán)境中的新的價(jià)值理論框架,會(huì)對(duì)以往的廠商生產(chǎn)行為和消費(fèi)者的選擇行為產(chǎn)生影響,引起一定的變化。所以對(duì)于品牌商品價(jià)值的分析有助于廠商更加明確的指導(dǎo)自己產(chǎn)品的市場(chǎng)行為,同時(shí)也為消費(fèi)者的選擇提供了理論依據(jù),是十分有必要的,也是很有現(xiàn)實(shí)意義的。 文章的創(chuàng)新點(diǎn)就在于突破原有價(jià)值論的束縛,結(jié)合新的市場(chǎng)環(huán)境的變化,提出了在產(chǎn)品市場(chǎng)交換過(guò)程中勞動(dòng)創(chuàng)造的新價(jià)值,區(qū)別于以前的生產(chǎn)過(guò)程的勞動(dòng)價(jià)值。給品牌商品的關(guān)鍵的市場(chǎng)行為提供了理論依據(jù)。 本文最后在馬克思勞動(dòng)價(jià)值論的基礎(chǔ)上,分析了在新的市場(chǎng)條件中價(jià)值與品牌商品新的關(guān)系,提出了對(duì)一些品牌商品的溢價(jià)行為的解釋,并結(jié)合國(guó)外知名品牌的案例做了關(guān)于品牌策略的實(shí)證分析及可行性建議。
[Abstract]:On the basis of Marx's theory of labor value, this paper focuses on the analysis of the change in the concept of value as a result of the continuous progress of productive forces.On the basis of these changing theories, this paper studies the development process from products to commodities and the most popular brand commodities in the market today, and explains the value theory of brand goods more deeply.On this basis, the brand premium behavior is analyzed.In the first chapter, the author summarizes the development of value and analyzes the different understanding of the theory of value in different periods of productive forces.Then in the second and third chapters, through the stage analysis of the theory of value and the comparative analysis method before and after, we get the value theory and model of brand goods under the new productivity and market environment.In the fourth chapter, the brand premium is explained by the model, and finally the brand value theory is empirically analyzed through a case study.With the development of productivity and the constant changes in the market, the forms of commodities are becoming more and more diversified, from the original self-sufficient labor products to the commodities in the market environment, and to the more popular brand goods today.On the surface it is just a change in name but a careful analysis shows that each word represents the obvious characteristics of its era and of course contains different meanings. The main difference lies in the change in the understanding of value.Products and commodities, predecessors have already had a relatively clear theory to explain some market phenomena, but for brands, people feel very familiar but more general, so through the analysis of this article,We can deepen the understanding of brand goods on the basis of understanding the value of the preceding goods.This paper demonstrates that in the new brand value theory, brand goods are not simply produced and exchanged, but on the basis of which the exchange efficiency is more marketable.Therefore, the social necessary labor time to determine the value of commodities should not be limited to simple production time, but should be considered more about the exchange time of the realization of commodity value in the market.Therefore, the change of social necessary labor time determines the change of commodity value, which will affect the new changes of supply and demand in the market.These are the new value theory framework in the new market environment, which will influence the manufacturer's production behavior and the consumer's choice behavior, and cause certain changes.Therefore, the analysis of brand value is helpful for manufacturers to guide their own market behavior more clearly, and it also provides a theoretical basis for the choice of consumers, which is very necessary, but also very practical significance.The innovation of this paper lies in breaking through the shackles of the original theory of value and combining with the change of the new market environment, puts forward the new value created by labor in the process of product market exchange, which is different from the labor value of the previous production process.It provides a theoretical basis for the key market behavior of brand goods.Finally, on the basis of Marx's theory of labor value, this paper analyzes the new relationship between value and brand goods in the new market conditions, and puts forward the explanation of the premium behavior of some brand commodities.And combined with the case of foreign famous brands to do empirical analysis and feasibility suggestions on brand strategy.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F014.2

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