CAJ | 학술논문

网络经济时代，网站企业之间的竞争就是品牌竞争。本文运用品牌生态位的基本原理，探讨了互联网品牌生态位与品牌竞争之间的关系，在此基础上建立了互联网品牌生态位竞争博弈模型，通过对博弈模型均衡解的分析与讨论，给出了不同竞争博弈环境下互联网品牌竞争的策略建议。
망락경제시대，망참기업지간적경쟁취시품패경쟁。본문운용품패생태위적기본원리，탐토료호련망품패생태위여품패경쟁지간적관계，재차기출상건립료호련망품패생태위경쟁박혁모형，통과대박혁모형균형해적분석여토론，급출료불동경쟁박혁배경하호련망품패경쟁적책략건의。
In network economy era, the essence of corporate website competition is brand competition. Based on the principle of brand niche, the paper makes a study on the relation between Internet brand niche and brand competition, and then puts forward some related game models for the Internet brand competition. Through the elaborate analysis and discussion on the equilibrium strategies of the game models, the paper gives out some strategic advice on Internet brand competition under different com- petition environment.