Research On Brand Ecological Management

Because Brand is provided with important value, brand management becomes a focus of people's attention. However, it is key that what brand management theory enterprise on earth chooses to guide practice. It is a strategical task on enterprise future.The paper discovers brand ecological phenomenon and idea of brand ecological management by seeing about the history of brand macro and microcosmic evolvement and the evolvement journey of brand management. It has at least six factors that drive the projecting phenomenon and idea by initiatively analying. The six factors are the challenge of new economy era, the disfigurement of traditional brand management theory, the complexity of brand and it's management, the bridge and approach that ecology becomes of settling complexity subject, brand question taking on ecology's matter and characteristic and the ecological research harvest of correlation subject. On the base of it, the paper initiatively presents the theory base such as traditional brand theory community, modern ecology theory community, self- organise theory community and mutual theory community.The core question of a rising research direction that brand ecological management is regarded as has none but three aspects: frame, standpoint and conception. The paper exerts itself thereinafter research on three aspects base on the cognition.Firstly, the paper see about the traditional and modern standpoint, the corresponding brand management theory and model of brand conception, and puts up simple comment and animadvert. People can for the first time survey the general picture of traditional brand standpoint disfigurement with all-around and systemic settling investigation. Hereon, the paper probes into brand essentiality by adopting the way of deep asking and the angle of view of Chinese and westward apiece philosophic, and accordingly setting up the science interfluve of brand: simple brand and deep brand. The deep brand conception is the brand philosophic of brand ecological management development, and is the essentiality dependence of finally tenable thesis.Secondly, the paper Probe into the endosome system of brand ecological management, such as conception, essentiality, characteristic, frame, function course. And putting forward three basic forms of brand ecological management, namely based on technology, marketing and intellective. And then probe into the principle of brand ecological management, such as brand ecosystem dynamics, management principle andthe differentiating index system of brand ecosystem.Finally, the paper makes up business-brand ecosystem configuration model by emphasizing and exerting the study way of ecosystem, and puts forward six objects of brand ecological management, such as conception system, economy system, polity system, brand life system, organise ecosystem and behavior culture system. With the way of brand ecological management, the paper mostly brings forward a rising way of pan-objective ecological programming that belongs to inside function mechanism. With the means of brand ecological management, the paper mostly research on exterior function mechanism of strategy sustentation.