Study On Ecosystem Of Chinese Automobile Self-owned Brands

Heroes of market competition in 21st century are ecological competition and brand competition. Promotion in brand competitiveness is the powerful weapon to pursue higher economic value. No business denies the mighty ability of building strong brands to obtain added values. Conflicts in different values aggravate the rapacious exploitation and utilization of energy resources, as well as the development imbalance. It is at the critical moment that ideas in ecology have been placed in a very important position, and the ideology of ecological balance has also stepped into economic and administrative field. Modern economy is, in essence, ecological economy. Making the self-owned automobile brand its objective, the dissertation explores the theories in the ecosystem of Chinese self-owned automobile brands by taking use of the theories and points in ecology and makes the empirical studies.The dissertation is composed of seven chapters, mainly about two aspects. Firstly is the theoretical study. It introduces the related theories about brand ecology, including Brand life cycle theory, Brand eco-value theory and Brand eco-system theory. Based on these existed theories, the dissertation proposes a new concept----Ecosystem of Chinese self-owned automobile brands, and analyzes its structure, its characteristics, its evolution progress and its working schemes. Secondly are the empirical studies. With the theoretical analysis, the dissertation works out the ecological factors, builds a value effect model of the ecosystem of Chinese self-owned automobile brands, and supposes the relationships between the factors and value effect of the brand ecosystem. With questionnaires, the dissertation makes empirical studies to prove the assumptions and discusses the results to give suggestions for the building of the ecosystem of Chinese self-owned automobile brands. Finally is a summary of the studies and the study limits and the prospect of future research.The specific contents and research results are:(1) The proposal of the concept of the ecosystem of Chinese self-owned automobile brands, and the study of its structure and characteristics. Centered on Brand eco-system theory, and supported by Brand life cycle theory and Brand eco-value theory, the dissertation defines the concept of the ecosystem of Chinese self-owned automobile brands, analyzing its structure and points out the special characteristics.(2) Ecological factors studies on the ecosystem of Chinese self-owned automobile brands. According to the relevance, the dissertation classifies the ecological factors of the eco-system into product ecological factors, including technology factor, quality factor and service factor; cultural ecological factors, including brand ideology, brand image and brand personification; marketing ecological factors, including brand orientation, brand communication and brand loyalty; institutional ecological factor, referring to Chinese automobile industry policy; and cooperation-competition ecological factor, referring to the industry cooperative and competitive environment. It also gives a brief introduction about the status quo of these ecological factors.(3) Analyze the composition of the ecological value of the ecosystem of Chinese automobile self-owned brands, and build a two-dimensional model of the construction of ecological value.(4) Build a value effect model of Chinese self-owned automobile brands eco-system and make empirical studies. The study shows that factors such as product technology, product quality, brand ideology, brand image, brand orientation, brand loyalty and Chinese automobile industry policy are all significant in affecting both economic and ecological value of the brand system; while product service, brand communication, cooperative and competitive environment are significant only in ecologic value, but not in economic value; brand personification is not significant either in economic value and or in ecological value.