Research On Risk Management Of Brand Ecosystem

The era of brand economy has been coming, as an important type of the immaterial assets; brand plays an extremely key role in the economy. American Marketing Association believes that brand is first of all a product identification, the identification provides products distinguishing features from others, Customers are aware of different products and its value through different brand. Every brand starts with the help of product entity at the beginning, but once it arises, it will have relatively independent life, can be described as "complex biological".As a "complex biological", brand relies on the market resources for survival and development, only forming proper brand ecosystem, brand can be survive and develop. Brand ecosystem is a commercial ecosystem composed of the brand and the survival of the development environment, including brand owned enterprises, suppliers, intermediaries, customers, the public, relevant organizations and groups of members. As the economic and social development dynamic subsystem, brand ecosystem always faces various kinds of risks and uncertainties in its development, brand ecosystem which can timely identify various risk factors, make proper assessment of the risk degree and appropriate risk management measures can display the positive growth force.At present, the research of brand ecosystem mostly focuses on the growth mechanism, niche metrics and evaluation etc., few have explored the brand ecosystem risk problem in the research literature, lack systematic brand ecosystem risk management theory and method system. On the basis of the existing research, this paper uses "brand ecosystem risk management research" as the topic and combines with the theory of risk management and brand ecosystem. From the background of brand ecosystem risk management issues, this paper analyzes the significance of the study and defines the basic concept. Based on domestic and international research literature reviewed, this study makes an in-depth analysis of the basic structure of brand ecosystem, points out the ecological factors of brand ecosystem, discusses the operating characteristics of brand ecosystem in detail, builds a brand ecosystem risk management process framework, describes the specific content of various stages and designs a dynamic risk management model to a combination of the life cycle of brand ecosystem and the risk management process. This study uses personal interviews and questionnaires to identify the risk factors of brand ecosystem, factor analysis to get the key risk factors to build the index system, makes the risk structure system of brand ecosystem clear. The reliability test results confirms that the risk structure system of brand ecosystem constitutes reasonable, the index weights are determined by analytic hierarchy process, and the risk level of brand ecosystem is calculated by fuzzy comprehensive evaluation. Multi-agent-based modeling platform is used to build a simulation experiment of risk control strategy implementation, the feasibility of risk control strategy is investigated, and we draw the appropriate conclusions and make prospects of future research trends.The innovation of this study is mainly reflected in the following aspects:(1) Construction of dynamic risk management mode of brand ecosystem. Through in-depth analysis of brand ecosystem's running characteristics, the process of risk management is divided into three parts in this dissertation, which are:risk identification, risk assessment and risk control. The relationship between these three modules back to back, complement each other, together form a unified whole. In the operations of the brand ecosystem, its risk management process should not be a one-time, ideally, real-time and dynamic, should be based on the specific circumstances of the system and controlled risk factors, time-sensitive situation, determine the cycle frequency of the risk management process, make the real-time monitoring and assessment of systemic risk as possible, provide the basis for the formulation of the risk control measures. To guarantee brand ecosystem risk management work smoothly, we need to design the integration of risk management organizational model, brand ecosystem risk management functions are spread over all personnel and all aspects within the organization, every member takes part of the risk management responsibilities, but full-time sector should also be equipped with to undertake the overall concentration of risk management. (2) Construction of index system of risk assessment of brand ecosystem on the basis of identification and factor analysis of risk factors for the full life cycle. Based on the existing literature and research achievements, as well as enterprise interviews, the common factors of risk of brand ecosystem is identified. Through samples surveys and statistical analysis, the internal consistency of these common factors was confirmed, and the risk system structure of brand ecosystem was defined. On the basis, the index system of risk assessment was formed, which included seven risk factors and twenty-eight specific sub-indicators. Due to the composition of the brand ecosystem risk assessment indicators system of index number is very much, and with hierarchical relationship, so we can use the analytic hierarchy process to determine the weight of each index. In addition, since the majority of targets are qualitative indexes, with considerable ambiguity, it is difficult to carry on the accurate quantitative evaluation, thus is more suitable to use the fuzzy comprehensive evaluation method to establish evaluation model of brand ecosystem, the overall level of risk assessment, combined with specific case was evaluated.(3) Construction of simulation experiment based on multi-agent-based modeling platform. We can use the platform to simulate the microscopic behavior of the decision-making body in brand ecosystem, and find the causes of the macro mode of the system through research at the micro level of individual behavior. Because macro mode emerges from the interaction between the individual, thus contributing to the researchers found that the link between the individual micro behavior from the microscopic behavior of the macro mode. This study designs a brand ecosystem risk control strategy implementation simulation experiment based on NetLogo modeling platform, each subject in the experiment can choose to comply with the brand ecosystem risk control strategy or not. Observed over time, groups of these two strategies will be taken what kind of results under different conditions, explores the implementation of a variety of factors affect the risk control strategy and mechanism, provide a basis for decision-making for the formulation of appropriate strategies.