Research On The Enterprise Brand Cluster Based On Ecological Theory

With the globalization of the world economy today, brand competition has become the main competition in the market, neither product competition nor price competition. The result of Brand strategy directly impacts on the growth, development, even survival of enterprise. With the diversification, differentiation and personalization of consumer needs, enterprise who have more brands can satisfy their needs better, which can establish competitive advantage. However, the lack of systematical integration management methods causes diffusion, even conflicts in brand establishing and information disseminating between all levels brand. Enterprises have to re-know the essence of brand, then establish new concepts and management theory of brands.In process of comprehensive development, modern science cross each other, particularly between ecology and other science. Ecology which researches not only in biology, but also in technology, sociology, law, management etc. has become a bridge connecting science and society.Based on ecology theory, the research on enterprise brand cluster is essentially the research on the relationship among all brands of an enterprise, guided by systematical ecology theory. Centering on the brand characteristics in new economic era, it emphases comprehensive ecological research on technology, information, personnel, customers and other brand elements that need to be managed. And then, adjusting the relationship among all brands in enterprise brand cluster, so as to adapt enterprise brand cluster for the environmental requirements of market development.At first, the thesis has narrated the purpose and meaning of research. Chapter two is the theoretical foundation of the thesis. And Chapter three mainly ecologically analyzes enterprise brand cluster, which provides a basis for discussing the relationship in brand cluster in chapter four, establishing brand cluster in chapter five, and optimizing brand cluster in chapter six. The last chapter concludes the thesis, then tells the inadequacies and provides direction for further research.