Research on Market Equilibrium under Brand Choice——Negotiation with Teacher Liu Huajun

This paper makes analysis and explanation of the shortcoming and insufficiency existed in consumer demand theory under the pattern of choice cost analysis built by economics,revises and expands it,based on this,conducts the research on market equilibrium issue under choice.The research indicates that the realizes brand double actions and affects consumer behaviors by reducing choice cost of the consumers,improving choice efficiency of the consumers and satisfying the emotional benefit of the consumers,meanwhile,the affects market supply and further affects market equilibrium by implicit cost and explicit cost of construction,that in the market introduced the brand,the higher the credit is,the higher the equilibrium price is,however,the change of equilibrium quantity is determined by the consumer choice cost saved by the construction and by the comparative situation between the premium and the construction cost.