DocumentCode
461389
Title
Internet Brand Niche Measuring and Developing Strategy
Author
Yao, Weng ; Hong, Zhao
Author_Institution
Inst. of Software, Chinese Acad. of Sci., Beijing
fYear
2006
fDate
5-7 Oct. 2006
Firstpage
827
Lastpage
831
Abstract
Borrowing from the theory on ecology, the author put forwards the concepts of brand niche and the measuring of brand niche - brand niche breadth; The formula of brand niche breadth is given on the basis of Levins formula. Meanwhile, niche overlapping phenomenon is used to describe the competition of brands in the market environment. Finally, the five major Chinese Internet portal brands are analyzed, and the developing strategies are given from the perspective of niche theory
Keywords
Internet; Web design; matrix algebra; portals; Chinese Internet portal brands; Internet brand niche breadth; ecology theory; resource matrix; Biological system modeling; Books; Ecosystems; Environmental factors; Evolution (biology); Innovation management; Internet; Portals; Software development management; Software measurement; Brand niche; Brand niche extension; Brand niche overlapping; Internet brand; Niche breadth;
fLanguage
English
Publisher
ieee
Conference_Titel
Management Science and Engineering, 2006. ICMSE '06. 2006 International Conference on
Conference_Location
Lille
Print_ISBN
7-5603-2355-3
Type
conf
DOI
10.1109/ICMSE.2006.313961
Filename
4105009
Link To Document