Research on External Influence Factors of Brand Extension into New Markets Based on Ecological Niche Theory

Huili YAO, Tao ZHOU, Zhenzhen WANG


In the economic era of brand, product homogeneity continues to increase market competition and expanding into new markets has become one of the inevitable choice for branding enterprises to obtain sustainable competitive advantage and excess brand profits. This paper is based on ecological niche theory and tries to analyze the external factors of brand expansion into new markets from three aspects: the climatic factor, the soil factor and the topographic factor of the brand. It also analyzes various refined factors one by one and provides the basis for enterprises’ decision making on to new market expansion.


Ecological niche; Brand new market development; Influential factors; Enterprise

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