Research On The Relationship Between Competitive Brand Collaborative Behavior And Brand Performance

Today's market has formed boundless networked cooperation concept gradually, the best way in the competition to win is cooperation. Theoretical studies have shown that collaborative behavior has a major impact on brand performance. However, there was no empirical research on significant relationship between collaborative behavior and brand performance, especially competitive brand. Facing fierce competition and combining pharmaceutical industry data, the paper focuses on collaborative behavior with competition brands, analyzes its relationship.This paper is divided into seven parts. After summarizing the basis of academic theory about collaborative behavior and brand performance both domestic and foreign, the author researches the concept and drivers of collaborative behavior, also essence, puts forward the constituent elements of collaborative behavior, building the index system of the brand performance. Then, this paper tries to design the research model and hypothesis. Taking pharmaceutical industry for example, the author measures the status quo of collaborative behavior and brand performance between brand competitors under the revised questionnaire. On that basis, using spss16.0 for the correlation and regression analysis, this paper discusses collaborative behavior's impact on brand performance's structure and its elements. According to the empirical results, the paper puts forward the reasonable proposals of collaborative behavior management in order to get positive brand performance.Through empirical research, this paper gets two main conclusions. First, in collaborative process between competitive brands, collaborative behavior is divided by production collaborative behavior, marketing collaborative behavior, management collaborative behavior, financial collaborative behavior and cultural collaborative behavior into five dimensions. Second, in this process, production collaborative behavior, marketing collaborative behavior and cultural collaborative behavior will make positive impact on brand performance, while the other behaviors have no effect, even the negative effect.There're three innovations in this paper. First, the author focuses on brand competitor's collaborative behavior, with the view of broadside synergetic. The research advance deepens synergetic theory. Second, this paper discusses the relationship between collaborative behavior and brand performance, and confirms hypotheses. This result has filled the country blank to a certain extending. Third, this paper provides the reasonable proposals of collaborative behavior to enhance the competitive brand performance.