Research On The Growth Power Mechanism Of Brand Ecosystem

Nowadays, many Chinese enterprises develop rapidly because of the good economic environment. However, data suggest that the lifetime of China's brand is often short. How to maintain the brand's long-term development is become a major issue in brand research field.Brand Ecosystem (BE) research is the latest stage of brand theory development. This bionics theory has important significance both for business theory research and practice. B.E. is mainly composed of core brands, supply chain enterprises, public organizations, customers and other members. In a brand ecosystem, there are so many complex energy flow paths and resource allocation rules. Therefore, it's necessary for system members to find out the key factors which can promote system's growing and to study their mechanism of activity. Based on those studies we can propose corresponding brand management strategies for practice in China.This paper fist conducted a normative analysis of growth power mechanism of brand ecosystem on the basis of business growth theory, systems theory, business ecosystem theory, then carried out an empirical study to prove it depending on structural equation modeling.The whole thesis is divided into six parts. First part proposed the significance of the research, content, objectives and methods. Followed by business growth principles, ecosystem growth theory, business ecosystem theory, brand ecological systems theory review and clarify the development thread of B.E. theory. Third part built growth power model of brand ecosystem (GPMBE) and established research hypothesis. Fourth part carried out empirical research through structural and regression equation modeling, followed by GPMBE updating. Fifth part gave some constructive strategies about how to enhance system growth power. Finally, research findings were summarized. Then, the innovation, limitations and theoretical outlook of the research were pointed out.Innovative results of this paper include:The growth power factor obtained in system can be divided into active force factors (AFF) and moderating force factors (MFF). Customer demand, which is one of AFF, provides a basis for system growth. Entrepreneurship is the most powerful and irreplaceable factor in GPMBE. Inner competition can promote learning and governance mechanisms within the system upgrading. The latter two factors can positively affect growth. In addition, the moderating effect of government policy support and technical input were confirmed. But competitions between systems are proved may bring negative effects on system growth. Only the reasonable strategies can make GPMBE work.