The Effect Factors And Control Strategies Of Alike Competitive Brand Niches In Region Market

The financial crisis continues to spread all over the world and seriously affects world economy including China. Global competition pattern had been rewritten and Chinese enterprises faced unprecedented competitive pressures. In order to enhance the competitiveness, we must strengthen our own brands building. With such background, this paper based on the biological metaphor research methods to do the research about the effect factors and control strategies of alike competitive brands niches with ecological theories of niches.The paper divided into five chapters. Firstly this paper overviewed the theoretical analysis of the researchers at home and abroad about brand niches. Therefore, this article researched the regional brand ecosystem factors and the factors of individual brand ecosystem. Then it analyzed factors including the regional political and economic factors, regional natural resource factors, the regional market factors and individual-based brand ecosystem vitality of the brand company, brand strategy and regionalization and brand relationships. It established a system model through the analysis of factors and then did a survey about the liquid milk industry. Then it setted a questionnaire to test models of the indicator system. Meanwhile, according to the regional competition in the market strength of the different regional markets, according to the different states of the same brand competition, this paper put forward different control strategies of niche brands, including offensive keep brand niches strategy, offensive developing brand niches strategy, defensive minitriming brand niches strategy, defensive keep brand niche strategy and offensive with defensive strategy. This paper verified through theoretical analysis combined with case-specific analysis about control strategies of the regional market competitive brand niches. The control process of the brand should constantly adjust strategies to strain a competitive environment process. Brand advantage in the pursuit of the regional market niche in the process must be able to adapt to the changing living environment to withstand attacks competing brands which need to achieve the control of the niche.