Research On The Coordination Mechanism Of Brand Ecological System

Since the reform and opening-up, China has become the fastest-growing economies in the world countries; however, the average life expectancy of Chinese enterprises is only 7.3 years, the brand's vitality on average less than two years. From the development problems in China's brand arise, we have to face up to that traditional brand management theory and methods have become increasingly difficult to adapt to the competitive environment of today's market. Brand ecology theory will become a new trend of the development of brand management theory in new century.From the ecological point of view, we found that brand and their environment is an ecological-brand ecological system. Brand ecological system is a complex socio-economic system that it regards the core brand as a leader, includes brands, companies, suppliers, brokers, customers, the public, relevant organizations and groups and so on. Brand ecological system has a number of members, they all pursuit to maximize their own interests which often conflict with the overall objective of the system, leading to imbalance of the entire system, brings low efficiency and reduces the performance of overall system. Brand ecological system is a system which is typically needed to coordinate.This article system discussed the coordination mechanism of brand ecological system, based on basic theory of self-organization theory, game theory and the public relations theory, used the metaphor methods, systems approach, combining quantitative and qualitative methods and the comprehensive analysis of multi-disciplinary approach. mainly analysis the complexity,the self-organization,the coordination mechanism's mechanism and the base model of brand ecological system coordination mechanism, lastly give the construction strategy of brand ecological system coordination mechanism.Brand ecological system is a complex system, Brand ecological system coordination mechanisms is the rules and strategies which to organization and guidance the system members to a partnership for synchronization and coordination, to achieve brand ecological system development from disorder to order to achieve coordinated state, to maximize system function, to achieve goals of the system's arrangements or designation, It includes two types:the brand ecological system's direct support members coordination mechanism and the brand ecological system's indirect support members coordination mechanism. The brand ecological system's direct support members coordination mechanism includes benefit coordination mechanism, trust mechanism and information-sharing mechanism. The brand ecological system's indirect support members coordination mechanism also known as brand-public relations coordination mechanism, mainly includes brand-coordination of the government's public relation mechanism, brand-coordination of the media's public relation mechanism.Brand ecological system has self-organized evolutionary. In the self-organization process of evolution, with the effect of non-linear mechanism includes the coordination mechanism, fluctuations occur when the system is the impact of the original structure below the critical state, the fluctuation return, to strengthen the existing system architecture; And when these fluctuations exceed the critical state, the brand will lose its stability of brand ecological system's original structure, format bifurcation, appear the skip of system structure. The skip makes the development of brand ecosystem that there is no uncertainty, so only through the role of amplification of non-linear mechanism includes coordination mechanism, the formation of giant fluctuations, can evolve the brand ecosystem. The order parameter occurs in the brand ecological system evolution is a product of the system member's internal competition and collaboration. It act as an operational guideline which influences and restricts the behavior of system member in the cooperation and competition rules include group norms, distribution of benefits, risk sharing and convention. The order parameter dominates the direction of the system's evolution, promote the whole brand ecological system to achieve synergy, this ensure that the brand system is composed of the best, the various parts together, which increase efficiency, reduce losses, reduce friction, avoid conflict, increase the system's adaptability.