品牌生态位测度及其评价方法研究

Research on the Measurement and Evaluation Methods for the Brand-niche

借鉴生态学原理,对品牌生态位的涵义进行了初探,建立了品牌生态位宽度及重叠度的计算公式,提出了品牌生态位适合度评价的函数法、模糊评价法、适合度复合系数法以及基于同类标杆案例品牌贴近度的品牌生态位适合度评价模型。给出了一个实际应用案例,针对案例中的四个品牌,分别计算了目标品牌、竞争品牌以及标杆品牌的品牌生态位宽度、重叠度。利用综合评价模型对该目标品牌的适合度进行了分析与评价。

Based on the principle of ecology, the paper makes a preliminary study on the innotation of the brand-niche, and set up a calculation formula of the length and the overlapping-degree of the brand-niche. And then put forward the evaluation model for the suitable-degree of the brand-niche, such as the function model, the fuzzy evaluation model, suitable-degree comprehensive coefficient model, and the nestling-degree to the benchmarking brand model. Finally, the paper gives out an application case of the methods. In the case, the paper calculates the length and the overlappingdegree of the brand-niche of the certain brand separately, and analyzes the suitable-degree brand by using the comprehensive evaluation model.