Research On Brand Expansion Mechanisms Based On The Organization Ecology Theory

In the brand economy age, the brand factors have permeated into every field of social and economic life. It is not only the problem of enterprises for brand construction and cultivation, but also the concerned problems for the development of regional and social economy. Although the problems of brand construction have been paid attention to by many enterprises since the eighties and nineties of 20th century and related policies have been enacted to encourage the development of national brands, many puzzles and misunderstands of brand construction have existed in our enterprises because of the deficiency of the scientific and profound guidance of the theory.As one of the main researchers, the author have worked on the projects of"the Research on the Cultivation and Development Strategy of Key Independent Brand Cultivation in Tianjin,""the Research on the Strategic Planning for the Tianjin Metallurgy Group Co. Ltd."and"the Research on the Analysis and Forecast of Electric Power Market for the Tianjin Sanyuan Electric Power Equipment Production Co. Ltd.". The bottlenecks of brand development have been discovered in the projects above. Aiming at brand expansion, the key link of the study, further research has been done in this dissertation making reference to the theory of organization ecology, and the creative achievements are as follows:(1) The preconditions and methods of brand expansion are systemically analyzed. On the basis of the proposition of composition structure of brand system and the application of synergistic theory, the interactions among components and the evolution process of brand system are discussed, and the characteristics of capacity of brand health and the selection of suitable niche are summarized, which are the important preconditions of brand expansion; two methods of brand expansion from the perspective of the theory of organization ecology are put forward, that is the expansion of local population scale and new habitats.(2) The mode and law of local scale of brand expansion are illustrated. Based on the model of population growth, the symbiosis and commensalisms expansion modes are made, that is the realization of brand expansion of living space by symbiosis's transformation of energy and commensalisms'delivery of space. Furthermore, the inhibition of competition for brand expansion of population scale is introduced and the countermeasure selection of brand is posed with game theory. (3) The model of new habitats selection of brand is built and the genetic algorithm is designed. By the study on the theory of limiting factors of brand, the bi-level programming model of new habitats location is built with the profits maximization and the limitation of self-resources condition of brand. Based on characteristics of model, the genetic algorithm is designed.(4) The CTM model of brand expansion is built. By the model of Continue Time Markov (CTM), the non-linear relationship between brand expansion and brand community environment are described. Moreover, the brand information system is constructed based on the study demand for the development law of brand and brand community, which is the theory and method foundation for the implementation of national brand and the construction of regional brand in our enterprises and the related departments of our government.