Research On Dynamic Model And Simulation Of Brand Ecosystem

As a great treasure-house, the idea of ecosystem is an integration of the evolution result and the methodology of systems science through thousands of years. At the same time, metaphor provides the key to open the treasure-house of knowledge. The introduction of ecosystem theory to brand research using metaphor gives birth to the theory of brand ecosystem. The brand ecosystem proposes new thinking ways, perspectives, methods, theories and tools for brand research, which attracts lots of researchers. However, there is still some limitations in brand ecosystem research, and two of them are noticeable:â‘ There is less research on dynamic mechanism of brand ecosystem, and we need to pay more attention to its systematic characteristics.â‘¡There is less quantitative tools to assist the brand theory research and brand management practice.The limitation of these two aspects restricts the development of brand ecosystem theory and application, and the research on them will perfect the theory of brand ecosystem, assist the brand theory research and brand management practice.Based on the status quo, two questions are proposed and discussed according to the research limitations:â‘ What is the dynamic mechanism of brand ecosystem?â‘¡How to build and implement brand ecosystem dynamic model to assist brand theory research and brand management practice.This paper:â‘ reviews the literatures on brand and brand ecosystem, brand ecosystem dynamic mechanism, modeling and simulation of system dynamics, finds out the research weaknesses of brand ecosystem, analyzes the present research achievements to find the theory basis of this paper.â‘¡defines brand ecosystem, analyzes the structure of brand ecosystem dynamics, points out the power sources of brand ecosystem which includes production subsystem power, marketing subsystem power, human resource subsystem power, innovation subsystem power and environment&resources gathering power, discusses the dynamic process of brand ecosystem, founds the causal model of the dynamic process and reveals the dynamic mechanism of brand ecosystem.â‘¢based on the analysis of brand ecosystem dynamic mechanism, establishes the flow diagram of brand ecosystem dynamic model, sets up the equation of brand ecosystem dynamic model, thus constructs the dynamic model of brand ecosystem, based on which establishes simulation system of brand ecosystem dynamics using computer modeling tool Vensim PLE, and discusses the variable control and output of the model.â‘£points out the simulation system of brand ecosystem dynamics could be used to assist brand theory research and brand management practice, gives an application case of the simulation system which confirms the assistant effect for brand theory research.There are four innovation points in this research. First, this paper discusses brand ecosystem dynamic mechanism. Second, this study founds out the causal model of the dynamic process. Third, this paper establishes the simulation system of brand ecosystem dynamics. Fourth, this paper puts forward that the simulation system of brand ecosystem dynamics could be used to assist brand theory research and brand management practice.