品牌生态位理论在互联网品牌测评中的应用

Application of Brand Niche Theory to Internet Brands Measurement

针对业界普遍存在的品牌定位重叠现象,借鉴生态学中的生态位理论,提出了一套对品牌定位状态进行定量分析的评价方法.首先对生态位的概念及测度进行了简要介绍,提出了品牌生态位的概念及其测度指标——品牌生态位宽度和重叠度.在回顾了已有的生态位测度公式的基础上,借鉴不对称α法建立了品牌生态位宽度的计算公式,并利用生态位重叠图对市场环境中的品牌竞争现象进行了剖析.最后,运用品牌生态位宽度计算公式对中国互联网五大门户网品牌生态位进行了实证分析,计算结果与实际情况基本相符.

Brand position overlap is a common phenomenon in real business world. Based on the theory of ecology,a set of quantitative method was put forward to assess the status of brand position. In the first part of the paper, a brief introduction about the concept of niche as well as how to measure it was made. Then the paper presents a new concept of brand niche and indexes of it：brand niche breadth and brand overlap. With a review of the existing methods of niche, a formula of brand niche breadth was given based on a symmetriea method and brand niche overlap theory was used to describe the competition of brands in market environment. Finally, the method of measuring brand breadth was applied to five major Chinese internet portal brands, and the results show that the assessment approximates to reality.