Research On Brand Niche Measurement Of E-commerce

Brand is an important strategic resource of companies. In such a network economy era,the brand has been used as the core elements of the online shopping. Therefore, the brand isseen as an important weapon in the competitiveness among e-commerce. However, with theincreasingly complex of external environment, the phenomenon of brand overlap is aserious threat to the survival and development of e-commerce. Therefore, how to accuratelymeasure the brand overlap among commercial enterprise and puts forward relevant strategyrecommendations become common interest topics between academic fields and businessareas.Based on the results of previous studies, the text define the e-commerce’ brand-niche asthe state that e-commerce brand complexly takes advantage of comprehensive utilization.Firstly, using the theory of niche measurement, combining the feature of e-commerce, thearticle divides the factors affecting the brand development into ten aspects, including brandenvironment, brand support, brand marketing, brand enterprise, brand carrier, brandattributes, brand equity, brand strategy, brand communication, and customer perception. Thedata is collected through a questionnaire survey, data processing is accomplished bySpss19.0and Amos17.0, and constructed the brand niche dimension structure. Secondly, thetext elaborates brand niche breadth, brand niche overlap, and then deeply analyze theconcrete manifestation and the cause of brand niche overlap. Thirdly, using the theory ofbrand niche key dimension, the theory of brand lifecycle competitiveness in the samemarket to analyze the relationship between niche dimension, niche breadth and nicheoverlap. Finally, selects cosmetics B2C websites as subjects, adopts Levins formulasmeasuring niche width for brand websites and applies asymmetric α to calculate thedimensions and niche overlap of overall brand. And from the conclusion of the empiricalanalysis, the text proposes reasonable strategy recommendations for e-commerce.