甘宁青回族老字号品牌生态位特点与发展战略分析

The Analysis About Strategy and Brand Niche Characteristics of Hui Time-honored Brand in Gan-Ning-Qing Areas

品牌生态位是品牌在生态系统中所处的位置,是品牌与外部环境通过资源利用与循环、能量流动、信息传递而形成的相互依存、相互作用的功能关系。品牌生态位测度指标可以借鉴生态学的概念,从生态位的宽度、生态位重叠角度来分析品牌生态位。文章基于品牌生态位理论,提出了甘宁青回族老字号品牌发展战略的构想:从品牌生态位的视角全面规划甘宁青回族老字号品牌进化战略;有效提高品牌生态位效能,促进回族老字号品牌生态位最优化;有效设计回族老字号品牌生态位宽度,提高品牌适应度;提高回族老字号与强势品牌的生态位重叠度,分享主流品牌生态位的利益。

Brand niche is the brand of the position in the ecological system, is the functional relationship which is interdependent and interactive between brand and the external environment through the utilization of resources and recycling, energy flowing, information transmission. Brand niche index can learn the concept of ecology, from the niche breadth, the niche overlap angle to analyze the brand niche. Using the brand niche theory to analysis of Hui time-honored brand niche characteristics in Gan-Ning-Qing, will have important significance for promoting Hui time-honored brand evolution in Gan-Ning-Qing areas.