The Cooperative Co-evolution Of Qingdao’s Brand Ecosystem Based On The Complex Adaptive

In today’s society entered the era of brand economy, the brand is closely related to our life, is the enterprise strength and the important embodiment of the strength of a country. Based on the research of the brand system can be found, the brand system and natural ecological system are very similar. Based on the perspective of ecology, combining with the characteristics of the nature of the brand,"sexual life, adaptability and complexity", study the whole process of the evolution of the brand ecosystem, the integrated brand management, the organization of ecology, evolution, and the essence of the theory of complex adaptive system, and make the organic unity of the "complex adaptive" under the main line, will bring new ideas to brand management.Of Qingdao is known as "brand" with Haier, Hisense, Aucma, Qingdao beer, Laoshan mineral water, "Langyatai" brand cider wine and a series of the famous brand. On June 25,2014, the world brand laboratory in 2014 issued by the "the world’s 500 most valuable brands," Haier (172) (350) and Qingdao beer impressively in the column. Based on the complex adaptability of the brand ecosystem of Qingdao and cooperative co-evolution, and selecting the representative Qingdao drinks beverage and stood as an object of empirical study to the analysis of Qingdao brand system adaptability and collaborative, put forward Suggestions for the future development of Qingdao brand ecosystem.This article is divided into six chapters, the first chapter introduction, is the full text of an outline. The second chapter to the brand, the essay discusses the relevant theories of ecological system, summarizes the general laws of development of the brand ecosystem structure and, theoretically explained the characteristic and principle of the brand ecosystem. The third chapter on the adaptive nature and complexity of the brand ecosystem on the basis of the analysis and research, to build a brand fitness two-dimensional evaluation model, and use of Qingdao beverage department beverage industry on the empirical research. The fourth chapter from the theoretical point of view discusses the co-evolution of brand ecosystem concept and the mechanism of coordination degree evaluation model to build the brand ecosystem, and Qingdao city on the home appliance industry empirical research. Fifth chapter selected the Qingdao is a typical regional brand ecosystem, analyzes the problems existing in the brand ecosystem, using the model of the adaptive and collaborative evaluation, found that the existing problems, and build the future of Qingdao brand synergy development measures are put forward. The sixth chapter summarizes the research of this article, the lack of proposed research, and puts forward the further research in the future.