The Analysis Of Brand Value Creation Mechanism Based On Stakeholders Perspective

The brand relation is an important concept and hot problem of the brand theories research, establishing and maintaining a good brand relationship is equal to laying a solid foundation for the long term of brand development. But the research of brand relationships can not be divorced from the research of brand value, because it's the core part of the research of brand theories. Although brand theory is very rich, the systematic research is relatively short. Now, the variously important brand theories, such as brand image, brand recognition, brand equity, brand communication, brand positioning, and so on, in varying degrees, related to the value of brand research, but there is still no consistent result according to the nature of brand value, many researches are only limited to the relation between the brands and its'consumers. On the basis of summarizing and analyzing the domestic and foreign brands literature, and with the problem exposed to the implementation process of corporate brand strategy, the paper bring forwards the brand theories research perspective should be more on how to co-ordinate multi-brand stakeholders, and insists that the brand value should be enhanced through strengthening the brand relation.Firstly, the paper summarize the domestic and foreign literature related to brand, theories, discusses brand relationships to the creation of brand value; Secondly, with the analysis of the evolution of the brand relation and in conjunction with the relevant principles of ecology, the paper focus on the important significance for brand theories further study based on brand stakeholders perspective; Thirdly, with the hot topic of current brand research—the research of brand relation and relevant sociology principle, focus on the necessity and the possibility and great significance for upgrading the brand valve and promoting the brand development when building the brand relation network; Fourthly, through the review of brand valve theories based on stakeholders perspective, identifying the demand difference between different stakeholders, focusing on the great significance for upgrade brand valve through effective interaction and bringing the framework of the brand valve creation mechanism; Lastly, constructs a secondary brand relation network inside enterprise, and then through the organizational structure optimization, the enterprise can make brand get further development.