Research On The Path Of Brand Evolution And The Performance Of Innovation From The Perspective Of Knowledge Management

The brand evolution as an important theory of the brand ecological research is a growing evolution process of the brand in the evolution of the dynamic mechanism action that occurs with time.The knowledge as a brand is an important source in the brand evolutionary process to obtain competitive advantages,strengthening the knowledge management directly determines the brand evolution performance.The Hui old and famous in Gansu,Ningxia and Qinghai,as an iconic brand in the ethnic regional market,faces with customer demand changes in the context of globalization,technological innovation and pressures from home and abroad competitors.This paper,based on the long-term tracking of the Hui old and famous in Gansu,Ningxia and Qinghai,from the perspective of knowledge management,taking the grounded theory,case studies,normative theory research and empirical research of qualitative and quantitative research methods,beginning the brand evolutionary concepts,researches on factors affecting the brand evolution and digs the Hui old and famous brand growth patterns.Based on the perspective of metaphor,the brand is a special kind of life forms,also exists the evolutionary process.On the one hand,from the process of brand development,the brand heritages with the previous generation brands' genes in themselves evolution,making the brand maintain them own characteristics and continuities.On the other hand,the brand also continually accepts the outside brand genes,transforming their own brands,to make the brand gradually become fashion,better adapt to the needs of market competition.The brand evolution reflects the dynamic evolution process between the brand and its eco-environment.From the view of knowledge management,the multiple sources of internal and external knowledge promote the brand evolution,make the brand acquire more knowledge sources,and express differentiate features in the market.However,how the brand is evolutionary,what factors influence the brand evolution process,what kind of role the knowledge management plays in the brand evolution,and how different brand evolution path ultimately affect the brand performance.To further explore these issues,this paper innovatively constructs the knowledge management-brand evolution-brand performance theoretical model,the researcher relies on the region convenience of Gansu,Ningxia and Qinghai,deeps into the Hui old and famous gathering areas in Gansu,Ningxia and Qinghai,contacts types of Hui old and famous enterprises,interviews with enterprises' middle and senior manager,surveys the Hui old and famous customers of these area,uses three years accumulated interviews data and 239 effective questionnaires survey data,applies the grounded theory to build the exploration model of brand evolution path,and successively uses single case and multiple case studies to analyze enterprise internal knowledge sources,enterprise external knowledge sources,and customer brand knowledge sources three dimension influence of the brand evolution path,through empirical analysis methods verifying the correlation among the knowledge management,the brand evolution to the brand performance.The main conclusions of this paper believe that,firstly,the brand evolution is based on the brand ecological research to reflect the core brand theory in the process of brand growth evolution.studies on the brand evolution contribute to the brand's growth and innovation.The literature studies show that the brand is not just product names or tags,brand Positioning,brand strategy,brand equity and brand management theories reveal the brand connotation.But,the brand is a continuous growth and evolution,so we must be based on the dynamic development thinking to reflect the brand growth process.Based on the brand relationship and brand ecological theoretical foundation,the brand evolution theory provides an important theoretical basis for the modern brand growth process researches.Secondly,the knowledge management is the main effect of the brand evolution path.Essence of the brand is knowledge,enterprise knowledge management is mainly divided into enterprise internal knowledge,and enterpriseexternal knowledge,and customer brand knowledge three dimensions.The research found that three dimensions of knowledge management have a significant impact on brand evolution.The research shows that,at first,sustaining of product features and quality assurance are important results of the Hui old and famous internal knowledge transmission and sharing.At second,the region consumers' unique cultural needs and religious demands urge companies interact with customers as for the brand knowledge.effective brand protection and rights achieve the brand inheritance and the image sustaining.At third,based on technological innovation,cultural innovation,and management innovation formed internal knowledge flows and sharing,improves the Hui old and famous product quality,and gives the new connotation of brand innovation.At fourth,based on the external knowledge inflowing and customer brand knowledge obtaining,make old and famous enterprises to absorb knowledge to innovative products and technologies,in order to achieve the brand's evolution.At Fifth,based on the interaction between the Hui old and famous and customers in Gansu,Ningxia and Qinghai,enterprise external knowledge inflows and outflows,realize the brand knowledge dissemination and the brand image evolution.Based on the brand evolution path of enterprise knowledge management,will reveal differences between the corporate brand growth process paths,has an important role in promoting the related businesses brand development.Thirdly,the customer's brand knowledge management,enterprise internal knowledge management and enterprise external knowledge management have a significantly positive correlation with brand evolution.the brand evolution management as an important mediating variables has a positive correlation with the brand performance.The customer brand knowledge management,enterprise internal knowledge management and enterprise external knowledge management have an effect on evolution performance by mediating variables “brand evolution”.The brand evolution regulates customer's brand knowledge management.the enterprise internal knowledge management and enterprise external knowledge management also promote the brand constant evolution and improve.This study mainly reflects the following aspects of innovations: Firstly,This study proposed brand evolution from the theory of brand ecology and built a relational model of brand evolution.Secondly,this study found through analyzing the customer brand knowledge,enterprise internal knowledge and enterprise external knowledge that affect the brand evolution,from the perspective of knowledge management,exploring how the brand evolution path influences on the brand performance,It is further deepen the brand theory research.Thirdly,In this study,the brand evolved as an intermediary variable,building model of knowledge management,brand evolution and brand evolution performance.Empirical analysis to explore the impact of knowledge management,brand evolution and brand evolution performance.This paper,through the qualitative and quantitative research,applies the brand growth background and experience of the Hui old and famous to the brand evolution level,expands the brand dynamic growth research level,and makes a new attempt for the further research.