The Research On Construction Of Brand Ecological System In Yellow River Delta

In a sense, modern market economy is brand economy. Brand economy is a state oftaking brand as the core strength, integrating all kinds of economic resources, driving theefficient operation of whole economy. With the development and construction of TheYellow River Delta being a national strategy, it provides good environment to this area.Actively implementing and promoting the brand strategy, it contributes to adjustindustrial structure, legitimately distribute social resources, enhance product quality,independent innovation and core competitiveness, and strengthen the competitiveness ofcompany and brand.My paper has five chapters. The first chapter is to introduce the researchbackground, significance in theory and practice, theoretical reviews at home and abroad,research contents and methods, technical routes and innovation. The second chapter is toanalyze the basic theory of brand ecosystem. It elaborates the concept, stakeholders andstructure of brand ecosystem, explains brand ecological factors and brand niche in detail.By drawing on the principle of complex adaptive systems, I analyzed the characteristicsof brand ecosystem. This chapter laid a theoretical foundation to the empirical analysis oflater chapters. The third chapter is the part of empirical analysis, to introduce thesituation of brand building in Yellow River Delta Area. By analyzing the brand situationof this area, I found some problems in the process of building brand ecosystem, andfound out the reasons. It paved the way to the next empirical analysis. I focused onanalyzing the situation of three typical brand communities——textile and clothing brandcommunities, petrochemical and salt chemical brand communities, agriculture brandcommunities, explain the relationship between brand communities and externalenvironment, to promote the coordinated development of the entire brand ecosystem.This chapter is focal point in my paper. The fourth chapter is to propose the strategy ofbuilding brand ecosystem in Yellow River Delta Area. By analyzing the three typicalbrand communities of this area, I discussed some measures in building brand ecosystemby government, companies and intermediary organizations, to promote the developmentof economy in Yellow River Delta Area. The fifth chapter is the conclusion and prospect.