品牌生态位理论评述与展望

Summarization of Brand Niche Theory

本文通过对研究者们关于品牌生态位的基本概念、影响因子、测度方法、品牌生态位策略理论的文献进行分析,结果表明,学者们在品牌生态位概念的界定上基本达成了共识,即品牌在市场中所处的位置和利用市场资源的综合状态;在品牌生态位测度方面还没有统一标准,品牌生态位影响因子的界定不同,测度的方法也有很大差异;在品牌生态位策略方面,仍然停留于宏观的品牌战略上,还没有根据其生态特性进行品牌生态位策略制定。由于发展较短,在企业实践、案例研究等方面都缺乏数据支持,定性和定量还没有结合起来,所以该理论还显得比较单薄。在品牌生态位形成机理和演化规律,以及生态位协同进化方面研究不足,需要做进一步的理论和实证研究。

By analyzing the literature of brand niche theory from the perspectives of generation, connotation, measurement and strategy, this paper puts forward that researchers have carried out a theoretical study on the definition, impact factor, measurement and strategy of brand niche. It turns out researchers have reached a basic consensus on the delimitation of brand niche conception, i.e. the position of brand in the market and the general state of exploiting market resource. There are no general criteria in the measurement of brand niche, and with different delimitations of brand niche impact factor, the measurements are of diversity. As to brand niche strategy, it is still staying on the macroscopic brand strategy without establishment brand niche according to its characteristics. This theory, to some degree, shows its simplicity owing to short development, lack of data support in enterprise practice and case study, and separation of qualitative and quantitative study. Some theoretical and empirical study needs to be done in the perspective of formation mechanism, evolution laws and niche coevolution.