The Research On Construction Of Brand Ecological System In Shandong Bule Economic Zone

As the global increasing fierce market competition, brand has became a global marketpass, a embodiment of enterprise core competitiveness, the symbol of regional economicdevelopment level and national comprehensive strength. In this new era of brand economy,our country also speed up the implementation of brand strategy, fostering a batch of well-known brands, but also met many confusion that the traditional brand management theorycan’t solve. The theory of brand ecosystem puts brand in an ecosystem, considering allthe external ecological environment such as economy, politics, culture and so on.Application of this theory to study the essence of brand development, characteristics, willbring more beneficial inspiration for the brand managers. As Shandong peninsula blueeconomic zone rise to the national strategy, local governments have issued manysupported policies which create a good environment for the brand strategy. Using Brandecosystem theory to research the brand development will have a great significance forlifting blue industrial economy and regional comprehensive strength.The content of this article is divided into five chapters. The first chapter isintroduction, which is the agenda of full text. This paper mainly discusses topicbackground; theoretical and practical significance; the research theory review fromdomestic and foreign country; the research ideas and methods; and several innovations.The second chapter discusses the relevant theories of brand ecological system. Elaborateson the concept and structure of brand ecosystem; characteristics and operation mechanism;the brand of ecological factors and ecological niche; the brand complex adaptabilitybetween various influencing factors of ecosystem. The third chapter is the brand ecologicalsystem formation of Blue economic zone. Firstly making a general overview on currentbrand development of Blue zone; summarizing some problems appeared in the course ofdevelopment; selecting some typical representative of the brand community such as textileand apparel, marine equipment manufacturing and agricultural products. And thenimporting individual brands of the above typical communities to describe the formationand development of ecological system, explaining the synergy development evolutionbetween brand ecosystem and environment system. The fourth chapter summarizes theconstruction strategy of brand ecosystem in Blue economic zone. Based on the aboveanalysis of brand system cases, proposing several principles to build an efficient brandecosystem, and then putting forward concrete construction method form establishing goodpolitical, economic, social, ecological system strategy,and also collaborative strategy according to comprehensive impact factor. The fifth chapter is research conclusion andprospect. The final conclusion of this study are introduced, and points out that theshortcomings and research outlook in the course of study.