Brand Ecosystem Co-evolution Based On The Industry Supply Chain

With the development of economic globalization, the limitations of enterprise’s own resources is growing, the influence on the market of enterprise become more and more small. If enterprises want to gain a foothold in the market, the personalized needs of customers should be meet. With the development of science and technology, accelerate the renewal speed of product, the research and development of enterprise costs rose sharply. In order to survive and develop, enterprises must integrate and utilize resources rationally and effectively, and make the product brand more extensibility. But after all, the brand of the enterprise strength is limited. Because of the correlation of technology and information between the whole industry supply chain is important, each enterprises on the supply chain should maintain their own living space, also need to cooperate with other enterprises brand, also need to cooperate with other enterprises brand. So it is very important to make the co-evolution between the industrial supply chain brands. This not only give the industry supply chain gain more profits, to enhance their brand value, but also will continue to build their own brands and joint downstream other enterprise brand, build the brand ecological system of industry supply chain, to obtain long-term competitiveness.In this paper, the whole industry supply chain of brand ecological system as a whole to study, because it can be better to integrate resources, to determine a good each brand enterprise resource endowments 。 This paper takes the Shandong animal husbandry industry as the research object, using the methods of literature review and system simulation method, the co-evolution of industry supply chain of brand ecological system were studied. First, the reasons and model of industry supply chain of brand ecological system co-evolution were analyzed. After that, co-evolution of animal husbandry of brand ecological system of Shandong was analyzed. The basic situation of Shandong animal husbandry, mainly the brand construction situation and key brands were introduced. By using the method of analysis from the point to a plane, introduces the existing problems, the discussing of how to improve co-evolution between industry supply chains were made, and the Matlab/Simulink simulation tools were used to simulation. Finally, countermeasures and suggestions were put forward from three aspects of the government’s macro management, the role of industry supply chain, enterprise brand micro operation.The following conclusions are obtained through research:(1)Brand ecological system is composed of various stakeholder groups of industry supply chain brands(such as suppliers of raw materials, products manufacturers and distributors) and its survival environment(such as political and economic environment, cultural environment, social science and technology laws and regulations environment). It’s from the spontaneous, active mutual influence and cooperation of brand enterprises.(2)The animal husbandry of Shandong was take as the research object, the current situations and shortages of the brand building and development were analyzed. And on this basis the brand system model was built. Finally, mutual influence, mutual cooperation, symbiotic win-win risk sharing, benefit sharing were found between each brands.(3)Cooperation between brands could effectively promote mutual development through the simulation tools in the course of the study. And the development process needs the government to play the role of macro management, middle-level decision of industry, and micro operation of enterprises. All the three affections will join to play an important role in the construction of brand ecological system evolution.