利用消费者浏览行为识别品牌竞争关系研究

Research on Identifying Brand Competition Relationships with Consumer Browsing Behavior

为了能在包含近百种同类品牌、几千种同品牌产品的电商平台中全面识别品牌间和品牌内产品的竞争性市场结构,根据共现理论,从消费者的在线浏览行为出发,将在线消费者同一浏览行为中共现的品牌和产品视为相互竞争关系,利用社交网络从消费者浏览行为的角度识别品牌间和品牌内产品间的竞争关系.分析结果显示,相对于品牌间的竞争强度而言,品牌内产品的同质化竞争更激烈.该结果对品牌内产品的生产线管理具有重要的实践意义,相对于着重关注品牌间竞争关系的企业而言,品牌生产企业更应将时间和精力放在品牌内生产线的长度设计上,以便快速提升品牌的市场竞争力.

In order to completely identify the competitive market structure of products inter-brands and intrabrands on e-commerce platforms,which contain nearly 100 similar brands and thousands of products of the same brand.Based on the co-occurrence theory,a study is conducted on the brands and products appearing in the same browsing behavior of online consumers as competing relationships from the online browsing behavior of consumers,and social networks are used to visualize inter-brand and intra-brand competition from the perspective of consumer browsing behavior.The analysis results show that the homogenization competition of products intrabrands is more serious than that of inter-brands.This result has important practical significance for the production line management of products within the brand.Compared with focusing on the competitive relationship between inter-brands,brand manufacturers should put more time and energy into the design of the length of production line of intra-brands,so as to rapidly enhance the brand's market competitiveness.