品牌理论研究(5) 品牌的生态位适宜度分析

品牌的生存需要占据一定的生态位。品牌的现实生态位与理想生态位越贴近,其生态位适宜度越好,品牌的竞争力和可持续发展能力越强。文章首先给出影响品牌生态位适宜度的主要因素,在此基础上构造模糊综合评价模型,将品牌的生态位适宜度量化,从而使品牌生存状态的评价更直观、更准确。

Brand survive with a reasonable niche. The nearer a brand＇s real niche is to its ideal niche,the more suitable niche the brand has, and the stronger the competitive power as well as sustainable development ability of the brand is. This paper lists the main factors which influence the suitable degree of brand niche at first. On the foundation of this,the authors set up a fuzzy synthetic evaluation model which quantifies the suitable degree of brand niche and makes the judgement of brand survival condition more direct and correct.