Journal of Guangdong University of Technology ›› 2019, Vol. 36 ›› Issue (05): 1-6,13.doi: 10.12052/gdutxb.190063

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Research on Identifying Brand Competition Relationships with Consumer Browsing Behavior

Liu Hong-wei1, Liang Zhou-yang1, Zuo Mei-hua1,2, Lu Dan1, Fan Meng-ting1, He Rui-chao1   

  1. 1. School of Management, Guangdong University of Technology, Guangzhou 510520, China;
    2. School of Architecture and Civil Engineering, Huizhou University, Huizhou 516007, China
  • Received:2019-04-27 Online:2019-08-21 Published:2019-08-06

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Abstract: In order to completely identify the competitive market structure of products inter-brands and intra-brands on e-commerce platforms, which contain nearly 100 similar brands and thousands of products of the same brand. Based on the co-occurrence theory, a study is conducted on the brands and products appearing in the same browsing behavior of online consumers as competing relationships from the online browsing behavior of consumers, and social networks are used to visualize inter-brand and intra-brand competition from the perspective of consumer browsing behavior. The analysis results show that the homogenization competition of products intra-brands is more serious than that of inter-brands. This result has important practical significance for the production line management of products within the brand. Compared with focusing on the competitive relationship between inter-brands, brand manufacturers should put more time and energy into the design of the length of production line of intra-brands, so as to rapidly enhance the brand's market competitiveness.

Key words: big data, visualization, asymmetric competition, consumer browsing behavior, co-occurrence theory

CLC Number: 

  • TP391.4
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