Research On Assessment Model Of High-tech Brand Ecosystem Health And Its Application

High-tech brand has a similar life phenomenon of nature. The interactions between high-tech brand and its environment form a high-tech brand ecosystem. Mastering the operation state of high-tech brand ecosystem is conducive to high-tech brand enterprise to develop scientific brand development strategy, to enhance the market adaptability of high-tech brand, and to promote the healthy development of high-tech brand. In the field of high-tech brand ecosystem, system health assessment research is still in its early stage. The topics of this paper is derived from the National Natural Science Fund Project "Brand management theory methods and empirical research based on the ecological metaphor" (item number:70872062).Firstly, the paper analyzes the concept, structure, elements and features of high-tech brand ecosystem, with emphasis on the main elements of high-tech brand ecosystem. On the basis of the assessment research of natural ecosystem health, the paper defines the connotation of high-tech brand ecosystem health, which provides theoretical basis of the selection and design of assessment index of high-tech brand ecosystem health. The high-tech brand ecosystem health refers to stability, sustainability and growth of the ecosystem.Secondly, using the selection principle of assessment index of natural ecosystem health for reference, according to the connotation of high-tech brand ecosystem health, the paper establishes assessment index system of high-tech brand ecosystem health, which includes index of stability index, sustainability index and growth index. The selection of index reflects the importance of the kernel subsystem of high-tech brand ecosystem and takes the core competencies of high-tech brand enterprise into account.Thirdly, after considering the strengths and weaknesses of various assessment methods, the paper choices catastrophe progression method to build assessment model of high-tech brand ecosystem, for this method is fit to the features of high-tech brand ecosystem. Using the natural ecosystem health classification standards for reference, the paper developed health classification standards under Catastrophe Progression Method, which divided high-tech brand ecosystem health into five levels that is morbid, poor health, sub-health, health, good health.Finally, using the assessment model of high-tech brand ecosystem health, the paper assesses the high-tech brand ecosystem health of Chinese communication equipment manufacturing industry. Based on a sample of 45 listed communication equipment manufacturing companies, the paper analysis the results of the assessment and find out that the high-tech brand ecosystem health of Chinese communication equipment manufacturing industry is poor, and stability of the ecosystem is the main constraint of high-tech brand ecosystem health.