An Empirical Study On The Factors Influencing Online Enterprise's Brand Competitiveness Based On The Brand Ecosystem Theory

The online game occupied a significant position of the digital culture entertainment industry in our country. In the past twelve years, it has undergone earth-shaking changes. At present, many problems arise in China's online game industry, such as deteriorating product homogeneity phenomenon, high gamer wastage rates, unsuccessful follow-up game products, enterprise's lack of independent inventive capability, etc. In the face of these problems, the brand, as the most important intangible asset of online enterprise, has become the most stable operation elements and core in market competition. Based on the theoretical perspective of brand ecosystem, this paper analyzed the forming process of our country enterprise brand competitiveness and influencing factors combined with the present situation of China.This paper contains seven parts. Based on the theoretical perspective of brand ecosystem, the author puts forward an ecological concept named brand competitiveness. Then, after the theoretical analysis of the forming process of brand competitiveness and influencing factors, the author constructed the conceptual model. From the system spatial location and system growth angle, the author proposed five factors which influence online enterprise brand competitiveness:brand niche ability, brand evolution ability, brand synergy, brand-player contracts and system environment.Aiming at the above factors, this paper put forward relevant hypothesis, And using statistical software SPSS 17.0 analyzed the data. Then test the above hypotheses by empirical research method.Research results show that, in the above five factors, brand niche ability, brand evolution ability, brand synergy and brand-player contracts have large, positive and statistically significant effect on brand competitiveness. But the specific relational model of system environment and brand competitiveness has not been validated in this study although they have correlation. Through the discussion of research conclusion, this paper made many suggestions about the promotion of brand competitiveness, and forecast the future study on this field.