中文摘要：

随着品牌意识的逐步增强，消费者更愿意选择具有品牌效应的商品。文章以空间差异化分析模型为基础，引入消费者品牌意识变量，建立了一个新的产品差异化模型。依靠于参数情况，给出了消费者强、弱、一般三种典型的品牌意识下产品质量特性竞争的纳什均衡类型。结果表明，消费者对某类商品品牌意识越弱。产品之间越会差并化，低质量特性产品所获得的市场份额及其利润也会越大。而随着消费者品牌意识增强，零售商越愿意提供高质量特性的产品，其对应的市场份额及其利润也会越大。这从而解释了在消费者品牌意识较弱的产品品类中，零售商发展低质量自有品牌产品的原因。

英文摘要：

Increasing brand perception may effect the pleasure of consuming a branded merchandise. Based on the differentiation model, the paper established a new model of product differentiation by introducting the variable of consumer brand perception. Depending on the parameter constellation we and three equilibria under consumer strong, weak and the general brand perception. The results show that the less consumers are coneerned about brand, the more differentiation retailers make their products, the retailers providing the low quality product have a greater market share and profits. With increasing consumer brand perception the retailers are willing to provide more high quality products, and can have a greater market share and profits. In turn, this explains the cause that there are still the problems of consumer fraud under consumer weak brand perception.