Research On Brand Construction Of New Energy Vehicle Based On Brand Ecosystem Theory

With the development of the global economy and the progress of the times,the competition between countries has gradually developed into a large-scale competition between companies,or competition between well-known brands.Economists believe that a brand is the most critical investment for a company and can bring great economic benefits.Brand success is crucial to the accumulation and appreciation of corporate assets.With the rapid development of our national economy and the accelerating trend of economic globalization,the competition under the economic market has become increasingly intensified.We want to achieve sustainable development under the increasingly fierce competition,and our major companies have gradually realized the importance of establishing brands.The brand era is coming.Foreign brand scholars use the method of biological metaphor to describe the brand as a "complex biological system",which has been widely recognized by the academic community.Brand ecology theory is a new angle of brand research in the 21 st century.Brand does not exist in isolation.As a complex organism and other living things,it exists in a specific ecological environment.Brand and its ecological environment constitute a brand ecosystem.From the point of view of the whole ecosystem,the analysis of brand status will be more comprehensive,more conducive to brand building activities.Under this background,this thesis takes Beijing new energy vehicle Co.,Ltd.(BAIC BJEV)as the research object and studies BAIC BJEV brand strategy from the perspective of brand ecosystem.In order to expound the basic ideas of this article more efficiently,this thesis links the methods and models of literature research and in-depth interview.Not only that,but also based on the brand ecosystem theory of the brand construction of new energy brand of BJEV to conduct a special discussion and analysis.This thesis systematically expounds the brand ecosystem of BAIC BJEV,including the analysis of the specific internal ecosystem of BAIC BJEV Brand,the external microscopic ecosystem,and the operating mechanism of the external macro ecosystem.At the same time,this thesis analyzes the bottleneck problem of BAIC BJEV brand ecosystem,and analyzes how the business can get out of the predicament,and explores the optimization and innovation of the problem at the level of internal and external ecosystems.The study found that,in terms of external factors,BAIC BJEV in the current enterprise development process,under the background of policy support and the escalation of the trend of competition in the industry,to enhance their own development and competitive strength.Specific initiatives include attention to business model innovations following the receding of government subsidies;Strengthen the construction of the ecosystem and build an industrial alliance;We will continue to strengthen technological innovation,and quickly turn the starting edge into a leading edge.As far as the enterprise itself is concerned,BAIC BJEV should further clarify the new brand construction under the new era environment.In terms of brand positioning,accurately refine brand core values and discourse system;In the field of brand recognition,strengthen brand positive image recognition;In the brand mode,focus on building the core three major brands;In the medium and long term brand management level,continuously strengthen the management of brand quality and brand communication network.