Research On Brand Ecological Strategic Model And Evaluation Of Brand's Ecological Competitiveness

Larry Light, a famous expert in marketing, pointed out that "The marketing infuture is competition of brand——brand competition in the market occupation rate.So it more important to hold the market than to own the factory, but the only way to hold the market is to have the competitive and preponderant brand."With the market competition becoming more and more furious, brand has been becoming one of the most steady operation factors of enterprises in the market, brand strategy becomes the inevitable choice of most enterprises in the process of obtain competition advantage in the market competition. As a front field of the brand researching, brand ecological strategy has become a hot point of most scholars in brand. Making a general survey of the theoretical research in our country, we can find that most research belong to the discussion of a kind of theory, and it's difficult to guide enterprises in the course of practicing. So only by probing a kind of brand ecological strategic model adapt to enterprises' practice, structuring scientific method to appraise brand ecological competitiveness, enterprises are able to practice brand ecological brand. From this point, the paper made a deep research on the brand ecological model and method to appraise brand ecological competitiveness, which based on some scientific theories, such as economics, management, ecology, system approach and illegibility math etc., expected to possess certain directive significance to enterprises.On the basis of realizing current brand ecological theory, this paper researched on the ecological mind of brand operation, the meaning and characteristics of brand ecological strategy from the comprehension of brand ecological strategy; Based on it, the paper brought out "the Trinity" operation mode of brand ecological strategy innovatively, and made a deep analysis to this mode from three respects: macroscopic, hit view and microcosmic. Secondly, carried on research to the behavior of brand ecological competitiveness through qualitative and quantitative analysis, and designed the appraisal model of brand ecological competitiveness; Finally, the paper proposed the basic tactics with pertinence on the basis of the practice of brand ecological strategy and " the Trinity " operation mode.