The Research On Construction Strategy Of Brand Ecological System

Brands play an extremely key role in the economy system. Brands embody theenterprise core competition force and symbolize the economy strength of a nation or aregion. If surveying carefully the brand system, we can find that the world of the brand hasthe similar living phenomena to that of the nature. Livingness, complexity and adaptationare the fundamental characteristics of the brand ecological system. The synergeticevolution theory, mingled by complex system and ecology science, is applied to study thephenomena, characteristics, nature and rules of the synergetic evolution of brand ecologicalsystem, which will bring more illumination on the manager of the brands.On June28,2011, the World Brand laboratory released the list of "500most valuablebrands of China in2011(the eighth)", there are31enterprises of Shandong in the rankinglist. In these selected brands of ranking list, the number of food and beverage brands andhousehold electrical appliance brands is highest. Among them, there are eight brands offood and beverage industry, accounting for25%of all the most valuable brands inShandong province; there are four brands——Haier, Hisense, Jiuyang and Huangming ofhousehold electrical appliance industry, accounting for13%. So in this paper, I selectedfood and beverage industry and household electrical appliance industry of Shandongprovince as the objects, starting from key brand individuals to brand communities, and alsofrom horizontal to vertical, to conduct a comprehensive analysis of this two brandecosystem, to find out the conditions of brand ecosystem composition and the function ofbrand subject in brand ecosystem.The paper has been divided into four chapter.Beginning with the conception andcomponents of the brand ecological system; the paper firstly discusses the living nature ofbrands. And it reveals the mechanism of brands breeding and the essence of the brandscompetition with the principle of the brand ecological factors and the theory of brand niche.From chapter3describes the overview of the development of the Shandong Provincebrand ecosystem from agricultural, household appliances and textile industry. We canknow the ecological system of the brand strategy of Shandong province from chapter5.From the environment refers to brand individual populations of brand, brand community atall levels to build the ecosystem.