The Research On Adaptability Of Inter-Organizational Collaboration Model Among Brand Alliance

Brand alliance is one of the important ways for enterprises to enhance brand equity and brand competitiveness.Choosing a collaboration model between brand alliance organizations is the key to this approach.In different external environment conditions,choosing a collaboration model that matches the direction of corporate strategy development will be related to the stability and success of the brand alliance.Based on this,based on the theory of complex adaptive systems,this thesis regards the cooperation between brand alliances as a kind of complex adaptive system,integrates strategic management theory,brand management theory and resource arrangement theory,etc.,applies case studies and computational experiments,etc.,with the help of NK model.Analyze the adaptive subject of inter-organizational collaboration and its environmental subjects,explore the adaptive mechanism of the collaboration model among brand alliance organizations,and provide theoretical guidance for enterprises to develop brand alliance strategies.The main research work of this thesis is as follows:Firstly,based on CAS theory,this thesis explores the complex adaptability characteristics and composition of the collaboration system between brand alliances,analyzes the relationship between adaptive subject subsystem and environment subsystem,and constructs the conceptual model of collaboration mode selection under the background of brand alliance.Secondly,exploratory case study methods were used to explore the impact of environmental uncertainty on the choice of collaboration model in the context of brand alliance.Research shows that the complexity,dynamics and hostility of the external environment have an impact on the choice of collaboration models among brand alliance organizations.Provide theoretical support for the following calculation experimentsThirdly,using the NK model,explore the relationship between environmental uncertainty,collaboration mode,and adaptability,and set relevant behavioral criteria,parameters,and simulation algorithms.Study how the enterprise entity chooses the cooperation mode that matches its strategic development direction when resources are exchanged under different environmental conditions,so that the overall fitness is satisfactory.Provide scientific methods for companies to make better decisions.Finally,the computational experiment method is applied to model and simulate the cooperation mode between brand alliance organizations.The experimental results show that:(1)The developmental and exploratory collaboration modes have local optimal phenomena in eight environmental states.(2)Under the simple and stable tolerance environment,the technology-based and manufacturing-oriented enterprises have the highest adaptability to adopt the exploratory collaboration mode;in the simple and stable hostile environment,the technology-based and manufacturing-oriented enterprises have the highest adaptability to adopt the development-based collaboration model.In a simple dynamic and tolerant environment,technology-based enterprises adopt the exploratory and manufacturing enterprises to adopt the development-based collaboration model with the highest adaptability;in the simple and dynamic hostile environment,the technology-based enterprises adopt the exploration-oriented and manufacturing-oriented enterprises to adopt the development The cooperation mode has the highest adaptability;in a complex and stable and tolerant environment,the technology-based enterprises adopt the exploratory cooperation mode with the highest adaptability for the development-oriented and manufacturing-oriented enterprises;in the complex and stable hostile environment,the technology-based enterprises adopt the development type,Manufacturing enterprises adopt the exploratory collaboration mode with the highest adaptability;in the complex dynamic and tolerant environment,the technological and manufacturing enterprises adopt the exploratory cooperation mode with the highest adaptability;in the complex dynamic hostile environment,the technology-based enterprises adopt the development.Manufacturers and manufacturing companies have the highest adaptability to adopt an exploratory collaboration model.