Research On The Complex Adaptation And Synergetic Evolution Of Brand Ecological System

The era of brand economy has been coming, since varieties of brands, closely related to our clothing and living, flood every corner of the world. As an important type of the immaterial assets, brands play an extremely key role in the economy system. Brands not only embody the enterprise core competition force, but also symbolize the economy strength of a nation or a region. Even that large amount of brands outside flow over into the nation or the region can bring great threats on the economical security.Now that the brand strategy in our country has just appeared, much puzzles and misunderstandings do exist in breeding brands. And these problems can't be solved with the traditional brand management theories. If surveying carefully the brand system, we can find that the world of the brand has the similar living phenomena to that of the nature. Livingness, adaptation and complexity are the intrinsic characteristics of the brand ecological system. The synergetic evolution theory, mingled by ecology and complex system science, is applied to study the phenomena, characteristics, nature and rules of the synergetic evolution of brand ecological system, which will bring more illumination on the manager of the brands. When solving the above problems, new fields are pioneered at the brand management theory. Therefore, the research in the paper is meaningful both in theory and in practice.Beginning with the conception and components of the brand ecological system, the paper firstly discusses the living nature of brands. And it reveals the mechanism of brands breeding and the essence of the brands competition with the principle of the brand ecological factors and the theory of brand niche. Based on reviewing the basic contents of CAS theory, the paper expounds the complex adaptation of the brand ecological system and constructs a two-dimension evaluation model to scale how much the brand species adapt to other species and the environment in the process of brand ecological system evolution. As follows, the conception, mechanism and mode of synergetic evolution of the brand ecological system are stated. The lengthways and transverse synergy of the brand ecological system lead to the generation of the brand gathering and the dominant brands and accelerate the regulation of the system. The fifth chapter mainly deals with the characteristics, qualification and mechanism of...