Study On Effect In Multinational Brand Ecological Invasion

This paper aims to study brand ecological invasion of multinational companies from a brand ecology point of view. It analyzes the principle, the mechanism, the approach and the effect of brand ecological invasion. The author conducts empirical study on the ecological distribution of multinational brand ecological invasion and on the relation between multinational brand invasion and economy growth.In the mean time, this paper studies the influence on the development of Chinese brand ecology and economic security. It proposes countermeasure to enhance the steadiness of Chinese brand ecology. The analysis and the conclusion in this paper are of significant importance to both the enterprises and the government.This study observes multinational companies in a peculiar point of view. It analyzes the multinational brand ecological invasion from with both qualitative method and quantitative method. The main focus of this study is to study multinational company invasion from the stand point of brand ecology. The difficulty is that there has not been a clear definition of brand ecological invasion, and that the confidential data of multinational companies is hard to get. So the collecting of the data and the theoretical base are not very reassuring. The study is mostly based independent research.Based on the detailed analysis on the articles of multinational company brand ecological invasion, on the theoretical base and on the domestic and international background, the paper defines the effect of multinational company brand ecological invasion, and then categorizes the effect of multinational company brand ecological invasion as economic effect, hypnosis effect and space effect. After that, the paper further studies the mechanism of multinational brand ecological invasion. The study focuses on the approach of brand ecological invasion, the deducting mechanism and the influence mechanism on the economy development. Then, the author conducts granger causality test on the multinational brand development and the economic growth. In the end, based the first five chapters, proposes countermeasures and suggestions. The suggestions are on government, industry, culture and corporate level. These will enables the entrepreneurs to use wisely the brand ecology resources and optimize the Chinese brand ecology structure.