Research On The Framework Of Ecological Brand Model From The Perspective Of Design

In the era of globalization,the competition between enterprise brands is heated.There are many brands come and go,such as some brands are timeless,and some brands are short-lived,some old brand collapsed,some new brand strong rise.Thereason and opinions are varies.Currently we are at a historic time when our country government advocated innovation by the public business.For many a China's national little enterprise brand,theyneed to avoid making detours,and many entrepreneurs need to gain clarity in building their brands.Thus,it is necessary to do a comprehensive system for the brand which includes complex composition.The purpose is toanalysis the influence elements,development path and strategy for brand.In order to reveal the growth law of ecological brand,the author has done a lot of field visits and interviews with a number of business executives,and accessed to a large number of brand-related enterprise information.The analysis is in the perspective of the design that using the design idea and creative method of problem-solving system.Combining with the relevant literature,various analyses have been done to find out some typical brand elements which have the important influence factors.The initial model structure of brands established through the international mature interpretation structure model method,then,the model elements is expanded at the level of analysis for the sake of its perfect.Finally,it generated aprofunditybrand ecological growth model framework which connotation is rich.The Model architecture isstructurally open and convenient for other researchers can continue to refine it.In view of the hierarchy of brand ecological model architecture and complex relationships in its path,this research program is on the basis of interpreting structure model method,in turn,it makes the brief analysis on each of the constituent element correspondingly.Taking advantage of analytic hierarchy process(AHP)of qualitative and quantitative ways of thinking,through a large number of calculations,each component is given weight value which relatives to the current brand stage of development,for the use of evaluating the health of enterprise brand.It would be a theoretical basis to use this ecological brand model framework to assess the brand health of some enterprises.Through the analysis of the enterprise brand development case,combined with the model structure of this research to empirical research,the elements of enterprise brand development stage has been given scoring assessment and the brand's total health value is concluded too.Accordingly,suggestions can be proposedto prove the brand.The rationality and practicability of the brand eco-model structure can be viewed as filling a blank field of brand development in the design perspective.Ecological brand model structure intuitively and vividly reveals the definition of the development of ecological brand system including its mechanism,constituent elements and the relationship between the elements eachother.The meaning and significance of the important elements get a more in-depth analysis and clarification.The development path and key node elements of the initial eco-brand are the reference tools for SME managers and entrepreneurs to create the brand.It can be used as the main framework for brand planning and management,and also as an evaluating system to the implementation of each element in the process of brand creation.The eco-brand modelskeleton is based on a new attempt in the field of design.Because of the rapid development of the technological means,methods and ideas of the information age,as well as the impact of the latest development trend on the brand,there are still shortcomings in the research content and methods.Readers and experts are pleased to bring forward their opinion order to clear the future direction of research and development.Conclusion: It is necessary and reasonable to construct the ecological brand model framework under the view of design.With the help of the eco-brand model structure,it can help the small and medium-sized enterprises to construct the brand rationally,and have the function of self-control evaluation of the existing brand.It is a Practical reference tool to the development of the brand.