区域市场品牌生态中的密度控制:阿里效应及应用策略

品牌产品在区域市场生态运作过程中存在聚集与分散现象,有时品牌群聚有利于品牌产品群的存活和成长,但市场生态空间中品牌(产品品种)数量过分稀少和过分拥挤都会发生负面作用。每种品牌(产品品种)群落在市场中都有自己的最合适密度值,这种生态密度控制效应被称为品牌(产品品种)市场空间密度制约效应,即品牌区域市场阿里效应。区域市场中品牌(或产品品种)生态密度控制阿里效应按不同市场空间尺度呈现出多种类型与形态,并存在于多种现实及虚拟空间中,相互关联与制约,呈现连带性。案例研究证实了市场营销阿里效应的存在性。区域品牌市场阿里效应对品牌区域生态营销实践具有实际指导意义。

There exist some ecological accumulation and dispersion phenomenon in the operation process of ecological operation of regional market of brand products, and sometimes brand cluster is advantageous to the survival and growth of the group of brand products, but too scarce and too crowded quantities of market brand (product variety) in the ecological space will have a negative effect. Each brand in the market (product variety) community has its own most suitable density value in the market. The ecological density control effect is called the brand (product variety) market spatial density restriction effect, namely brand regional market Allee effect. Allee effect of ecological density control of brand (or product variety) in regional market presents various types and forms according to different market space scales, coexisting in a variety of realistic and virtual spaces, which are interrelated and restricted and present a linkage. The case study confirms the existence of Allee effect of marketing. The Allee effect of regional brand market will have practical guiding significance for the practice of brand regional ecological marketing.