Research On Regional Market Evaluation In Brand Expansion Into New Market Based On Niche-Fitness Theory

Currently, the trend of product homogeneity has intensified the competition between enterprises and brand expansion into new market has become a important way to seek survival and development. From the operating level, brand expansion into new market can be considered as a kind of brand marketing strategy. Selecting the regional market is the most important strategic issues that brand new marketing campaign faces. Selecting regional markets blindly will make the brand lost its market dominance and brand influence, and because analysis, evaluation and assurance level of various brands on regional markets is different. Therefore, designing an effective method to evaluate quantitatively the advantages and disadvantages condition of the regional markets and its overall suitability to the brand expansion into new market has certain practical significance to the regional market selection of brand.Firstly, this study introduces the niche-fitness theory into the quantitative evaluation of the brand regional markets and establishes the niche-fitness conceptual model which has selected several monomial indexes which reflect the coupling component between brand realistic niches and the best niches. Based on above, the paper constructs the measurement index system of brand niche-fitness. Secondly, the paper designs the evaluation model of brand regional markets based on the brand niche-fitness mathematical measure model and corresponding multiple indicators and quantitative evaluation method. What`s more, the paper analyses the collected questionnaire data to verify the significant factors using SPSS19.0 and Amos17.0 to make statistical analysis to simplify the evaluation system according to the characteristics of the case enterprise. which determines consequently the final index system of the brand niche-fitness of brand expansion into new markets and makes the evaluation of regional markets more intuitive and scientific. Finally, the paper verifies the feasibility and validity of this evaluation method through the case study of 7 days inn. Specifically, it determines the best niche with the help of the processed original data for standardization and the weights coefficient of ecological factors which affect brand regional markets using entropy method, which weakens the interference and influence of subjective factors in the the evaluation index system effectively; then brings the best niche and its corresponding weight coefficient into the evaluation methods that the fourth chapter has designed to obtain the values of index and comprehensive niche-fitness of brand regional market analyze the values and ranking term by term.