基于生态位理论的品牌竞争策略

品牌生态位是企业品牌在市场竞争中逐渐形成的市场影响力、占有率以及经济贡献率,它深刻凝结着品牌市场竞争过程中各相关方实力的博弈。品牌生态位理论具有丰富内容,主要包括品牌生态位重叠、分离、宽度、维度、动变五个方面。培育品牌生态位有助于提升企业生态位的竞争优势,促进品牌企业的持续发展,应该从注重品牌生态位的合理研究、注重品牌生态位的积极培育、注重品牌生态位的科学评价、注重品牌生态位的适时优化四个方面采取措施。

Brand niche is the market influence, share rate and economic contribution rate of brand in market competition, which pro- foundly condenses the strength game of various stakeholders. Brand niche theory includes overlapping, separation, width, dimensions and dynamic change. The cultivation of brand niche has the effect to enhance the competitive advantage of en- terprise niche, promote the sustainable development of the brand enterprises. We need to lay stress on reasonable research, active cultivation, scientific evaluation and timely optimization of brand niche.