Research On Evaluation Of Brand Space Expansion External Environment Based On The Niche-Fitness Theory

In brand economy time, the trend of product homogenization has intensified the marketcompetition, and brand space expansion has become a inevitable choice to participate inmarket competition, to expand market space, and to obtain sustainable competitiveadvantage for brand enterprises. However, brand space expansion is a risky decision, withthe globalization of economy, the internationalization of competition and the reform of ourcountry economic system is ceaseless deepen, external environment that brand enterprisesare facing has become increasingly complex and also has regional difference characteristics.Therefore, how to design a effective evaluation method for the quantitative evaluation of theadvantages and disadvantages condition of the brand external environment of different areasand its overall suitability to the brand space expansion from the angle of niche, has becomean common interest issue for the academic circles and the business communities, and alsohas certain practical significance to the market space selection of brand.This study introduces the niche-fitness theory into the quantitative evaluation of thebrand space expansion external environment, establishing the niche-fitness frameworkmodel of the evaluation of the brand space expansion external environment, and applicatingbrand niche-fitness mathematical measure model to design corresponding evaluationmethod for the quantitative evaluation of the advantages and disadvantages condition of thebrand external environment of different areas and its overall suitability to the brand spaceexpansion. The article includes five main parts: the first chapter, elaborating the researchbackground and significance, the domestic and foreign related literature review oftheoretical research and basic research methods and thought; the second chapter, the basictheory analysis of brand space expansion and brand niche-fitness; the third chapter,construct the measurement index system of brand niche-fitness, that is to say, with severalmonomial indexes which reflect the coupling component between brand realistic niches andthe best niches selected on the basis of the niche-fitness framework model of the evaluationof the brand space expansion external environment、literature research and entrepreneur, andthen we can get the measurement index system of brand niche-fitness; the fourth chapter,applicating brand niche-fitness mathematical model to design corresponding evaluationmethod for the quantitative evaluation of the brand space expansion external environment,and combing the niche-fitness values of index of brand external environment and itscomprehensive evaluation values to quantitative evaluation the condition of the brand external environment of different areas and its overall suitability to brand space expansion;the fifth chapter, with the purpose of verifing the feasibility and validity of this evaluationmethod, the article selects the retailers brand——spring land to example analysis, designingthe investigation questionnaire and collectioning the data on the basis of the measurementindex system of brand niche-fitness, and using sample descriptive analysis、 reliabilityanalysis、exploratory factor analysis、confirmatory factor analysis and convergent validityanalysis to determine the final index system of brand niche-fitness which is fit for thequantitative evaluation of the retailers brand space expansion external environment with thehelp of the SPSS17.0and LISREL8.7.